Can we target using specific keywords?

Yes, you can target specific audiences using keywords by utilizing the Keyword Tab in the Marketing Platform during the target group creation process. A keyword list on the platform is defined as a collection of medical speciality-related terminologies intended for targeting in your ad campaigns.

Keyword Tab

There are three primary ways to manage keyword targeting:

• Platform Recommendations: You can select a specific specialty or therapy area (such as "cardiology") from a drop-down menu to view a list of recommended keywords already available on the platform. You can then choose to add individual terms or use the "Add All" feature to include the entire set.

Text Search Specialty Feature

Specialty Area Box

• Custom Keywords: If the specific terms you need are not currently in the platform's database, you can use the "+ Add Custom Keyword(s)" feature. This allows you to manually enter a keyword and associate it with a specific medical specialization.

Add Custom Keyword Pop-up

• Upload: For larger lists, you can choose the "Upload List" method. This involves downloading a provided CSV template, entering your required keywords, and uploading the file back to the platform for verification.

Uploaded Keywords File

Advanced Keyword Controls

• Keyword Exclusion: You can also specify Exclude Keywords to ensure your ads do not appear in relation to specific terms.

Excluded Keywords

• Logical Combinations: Keywords are treated as a distinct "segment". On the Configure Segments page, you can define logical relationships (using AND/OR toggles) between your keywords and other targeting criteria, such as Behavior (prescribing data) or Demographics. For example, you could target HCPs who match a specific behavior AND are associated with a particular keyword list.

Configure Segments Page

• Management and Filtering: Once created, you can find and organize these lists on the Manage Target List page by filtering for the "Keywords" segment.

Manage Target List Page