Specialty Data

Did you know we can help you target niche audiences?

Target the Right Audience

Effective marketing is an art and a science. The art is devising the right message. The science is delivering it to the right audience on the channel they prefer when they’re looking for information. You know how to craft the message. Sabal Strategy has the expertise to identify the right audience for your message with a specialty data list. We work with four national compilers and multiple secondary data sources as we create lists that are accurate and trustworthy. Because we know that when the data is accurate, our clients see a higher measurable return on their investment.

The Right Audience

We know all marketing campaigns won’t and shouldn’t target the same consumer. Our clients have a real need to speak directly to niche audiences. That’s why we offer customized specialty data. Imagine the power of being able to target the right healthcare professionals, adult children serving as caregivers or military veterans. Instead of wasting marketing dollars on a general audience, you can tailor your message to segmented audiences who match your ideal audience.

Long-Term Care Audience

Did you know that only 3-4% of Americans aged 50+ have invested in a long-term care insurance policy? That’s a small group to target. But they are an audience worth targeting because they are thinking ahead. They understand the majority of us will require assistance as we age. As a senior living marketer, you know this audience is an excellent source of potential prospects for:

  • Investment planning
  • Supplemental insurance coverage,
  • Low-cost prescription plans
  • And so much more

Sabal Strategy’s Long-Term Care Data (PDF) features a comprehensive suite of audience factors that include integrated scores to predict consumer behavior, product and brand affinities. Our data team has pre-built propensity model scores, which means we can quickly configure a custom data list for your needs. This data delivers rich insights into a prospect’s likelihood of responding to your message, converting, and becoming a loyal consumer. It also includes which messaging platforms they prefer, so you can meet them where they’re most comfortable. That saves you precious budget dollars when you can tailor your message delivery to individual preferences.

We score the data in order to identify the top 10% of consumers who are the most likely to have a long-term care insurance policy. We then segment this group by age in two-year increments, by location, income or net worth, real property and other factors to build a hyper-targeted audience for your next campaign.

Ailment-focused Audiences

Imagine the power of being able to share your healthcare products or senior living message with an audience who is looking for the solution you offer. Big Pharma and insurance brands have been using this solution to connect with the right audience for years. They have been using ailment focused data to reach consumers who have self-identified or have someone in their household with a specific ailment. Now you can do the same.

Our data partners can deliver data lists targeting 130 ailments in broad groups such as allergies, depression or cancer to specific illnesses such as Alzheimer’s disease, rheumatoid arthritis or arthritis. All of the data is HIPPA compliant.

It’s also possible to segment an ailment list based on demographic factors, including:

  • Age
  • Household with an elderly parent living with an adult child or with 3 generations
  • Income / net worth / assets
  • Lifestyle
  • Marital status
  • Medication

Want to know more? Our Ailment Data Guide (PDF) can answer your questions.

Military and Veterans Identified

We have extensive experience in researching specialty data for active military and veterans. There are two major types of sources that we use to compile the data.

The first type of source includes databases of online and offline surveys and data from online military memorabilia transactions. These databases usually offer greater coverage and extensive individual and household level demographics, including age and financial data that can be used to build a financially qualified audience. However, these files tend to be limited to specific qualifications such as rank or branch.

The survey-sourced files also include information about extended family members and households where a military veteran may not be present. Select clients have had success with these survey-based files when financial qualifications take priority over a specific military association.

The second is military-focused marketing lists sourced from associations serving military veterans or offering financial products intended to serve the military and their families, such as VA loans. These direct response files tend to have a smaller universe (less coverage than survey files) and very limited or no financial data for the households. However, they are rich in military specific demographics such as status, rank, and branch.

For communities where reaching the veteran is the priority, these files have performed well. Some clients who use the Direct Response Military files use rank to “predict” financial qualifications in the absence of income or net worth information. For larger list quantities, we can overlay or append financial data, including income, net worth, IPA, home value to these third-party direct response lists by using compiled databases, though this process does carry additional costs. Want to know more? Our Military Specialty Data (PDF) is available to download or read online.

Finding the Adult Child Audience

If your senior living marketing plan only targets prospects based on age, income or assets, and location, you’re missing a key factor. Adult children are a key factor influencing parents’ decisions about senior living at any level. But finding those adult children isn’t easy. Marriage and name changes, moving and new addresses, and divorces make the identification process a challenge. But Sabal Strategy has an answer: FamilyTies Data (PDF).

We can provide you with a powerful tool to get your message in front of this group of influencers. Instead of focusing on individual households, we can deliver more personalized data for a more effective senior living marketing campaign.

Our data scientists can draw upon a national database with 20+ years of historical data of names, demographics, and address combinations to build familial associations. We also apply business rules based on known and reasonably assumed information to build a more complete profile. A small sample of the questions we pose to create these rules in order to recognize parents and their adult children include:

  • Are the people in question the same gender? 
  • Do they have the same last name? 
    • If they have different last names, have they always had different last names, or did they share the same last name at one time? 
  • Are they close to one another in age? 
    • If they’re far apart in age, does it represent a generational difference? 
  • Did they live together for a long or brief time? 

No one else matches the level of familial connections we can deliver. Why? Because the combination of assets and capabilities required for the baseline data, logical rules, and heuristics is not available anywhere else. While others might offer a current snapshot of household-level information, their data is incomplete. By applying logic to determine current relationships, actual family ties are now a marketing reality. 

The family data is continually updated, so you can reach adult children when your prospects are at a critical decision-making stage. You can confidently craft messaging that resonates on a personal level to result in a more compelling and effective campaign. And when you share the right emotionally resonant message to the right audience at the right time, you’ll see the right results.

Recruitment Made Simpler

How do you find the right people to staff your community or who to reach out to with a new offering? Where do you look for referrals to professionals such as lawyers and financial planners? You turn to Sabal Strategy for a specialty data list. We can develop lists focused solely on:

  • Home Healthcare Aides
  • Doctors by specialty
  • Nurses by specialty at their home address
  • Individuals based on hospital titles

A recruiting- or a referral-focused mailing list includes the phone number, postal address and an email address for each household of individuals or each practice. Such a file is ideal for direct marketing campaigns within the healthcare and pharmaceutical industries by those who seek to connect with this audience through their preferred channels. Referral campaigns are an excellent way to assemble the right people to recommend to families and potential residents when they experts to call. Want to know more? We’ve prepared this Recruiting Referral Data Guide (PDF) for your use.

DATA COMPILATION AND DELIVERABILITY

These specialty data lists are compiled at the individual level and household level, which assures higher quality data. We continuously update our entire database with new, proprietary data sources to ensure completeness and “selectability.” And our senior master file is standardized, using proprietary USPS processing on a monthly basis. This includes passing the database through the National Change of Address (NCOA®) database, Locatable Address Conversion System (LACSLink®) and Coding Accuracy Support System (CASS®). This ensures your list will perform at the highest level of deliverability. But there’s one more step we take before we deliver your custom list. We use in-house software to match, verify and remove duplicate entries. Because a list is based on self-reported data, a single household may report multiple factors. When we run a count for the number of postal or email counts, the initial count likely contains duplicate records. Before we deliver your list, we sort the file to remove duplicate entries. This ensures you won’t waste the budget sending multiple mail pieces to the same address.

Focused List Usage

Because a specialty list can include personal health information, we request that your content be HIPPA compliant.

Want to know more? call Maribeth to discuss how specialty data can drive your next campaign.