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Haymarket Media Group is one of the world’s most successful media companies, with branded content that covers everything from automotive trends to medical advancements. The company is especially vital to the healthcare sector, where its digital properties such as neurologyadvisor.com and clinicaladvisor.com provide essential news and training to millions of physicians, nurses, and other medical professionals. Like many digital media companies, Haymarket’s high-quality content is funded primarily through advertising revenue. Its advertising partners include a wide range of pharmaceutical and medical equipment manufacturers, part of a healthcare industry that collectively spends more than $30 billion per year on advertising in the U.S. alone.
At first glance, Haymarket’s specialized medical destinations such as Endocrinology Advisor and Dermatology Advisor would seem to offer advertisers the perfect opportunity for highly targeted marketing. Yet the reality is that medical professionals have become increasingly specialized over the years. Nowhere is this more evident than in the field of oncology, which today encompasses a variety of very different roles, from pediatric oncologists to hematologist-oncologists. It might seem a slight distinction to the layman, but to a medical editor (or a pharmaceutical manufacturer) that distinction is the difference between acute relevance and complete irrelevance.
For media companies, creating content that resonates with readers is the name of the game. To learn more about how readers consume their content Haymarket uses Google Analytics to track page views and collect generalized information on its readership. This data gives them an idea of which content is popular with their readers, but it doesn’t tell them much about who their readers are. After seeing a demonstration of Lytics’ customer data platform (CDP) at a trade show, Haymarket decided to deploy the Lytics platform to gain more insight into its readers, rather than just track what they were reading.
The initial results were not only eye-opening but, as Haymarket’s senior director of email and data operations Joshua Storch reveals, decidedly email-opening as well. “Within the first week of using Lytics,” Storch recounts, “we saw 10X higher clickthrough rates on those emails where we used the Lytics intelligence to target specific readers.”
The Lytics platform gives Haymarket’s marketers unique insights into readership and content affinities that allows them to micro-target content and advertisements for the first time in their history. “Before Lytics,” recalls Chris Bubeck, vice president of marketing and digital operations for Haymarket Media Group, “we didn’t do one-to-one marketing. The ability to now personalize content and ads for our readers is incredibly important to our advertisers because they know that they’re targeting exactly the right audience with the right message.”
In digging deeper into its customer data, Haymarket discovered several things about its readers that it didn’t know before. For example, Lytics revealed that nurse practitioners often displayed an affinity for specific types of content, even when they identified as primary care providers. One nurse practitioner might show an interest in articles on prenatal care while another might show an interest in diabetes, suggesting that many nurses had developed specialized areas of expertise over time. Equally surprising, Haymarket found that doctors weren’t relegated just to reading physician-specific publications but many had crossed over to read the content on nursing publications such as Oncology Nurse Advisor as well. These insights allowed Haymarket to uncover a whole new audience for topical content that had heretofore been undiscovered and untapped.
Another unexpected benefit of Lytics was the creation of “lookalike” lists among its readers. By matching content affinity patterns from customers across its various digital destinations, Haymarket was able to expand its pool of targeted candidates for ads and content. “Many of our medical publications have highly targeted audiences,” Chris Bubeck explains. “If we can identify more customers with similar content affinities across our different destinations, we can deliver more ad impressions and ultimately get more value from our original content.”
Although Haymarket can quickly point to various metrics to measure the value of Lytics in their business, Joshua Storch has one particular metric that stands above the others. “I know it’s working,” he says, “because more and more people keep asking to use it.” From a small group of core users, Haymarket now has dozens of decision-makers who rely on Lytics every day to make better decisions. With more customer intelligence circulating through their business everyday, the prognosis for Haymarket is a very healthy future.