Finding High-Intent Health Consumers in a Noisy Digital World
Key takeaways
- Timely intent data connects brands with consumers during their most meaningful online research moments.
- Consumers benefit from more relevant, empathetic and supportive information that helps them make informed health decisions with confidence.
- IQVIA Digital’s Consumer Intent Audiences empower marketers to activate audiences across 600-plus media endpoints, and its privacy-by-design framework delivers non-identified audiences at scale.
Maximizing impact in a saturated market
In today’s crowded digital landscape, health marketers face a daunting challenge: how to empathetically engage consumers when they are truly motivated to take action. Traditional targeting often wastes valuable budget on audiences who aren’t actively seeking health information. But what if you could connect with consumers when they’re researching a medical condition, exploring treatment options, or supporting a loved one?
In a marketplace saturated with content, today’s consumer marketing requires finesse. Many direct-to-consumer campaigns still rely on broad demographic or lifestyle-based criteria to find and create audiences, leading to overly broad campaigns with high spend but limited impact. Until recently, marketers have not had the ability to refine audience groups based on relevant behavior.
Now, using this capability to reach consumers based on moments that matter, marketers can engage consumers who have demonstrated interest. Building audiences from moments of high intent, brands can lead with empathy, relevance and support. Empathy along a consumer’s journey requires an understanding of what that consumer is going through, interested in, and trying to learn about. With broader and nuanced audiences based on reading behavior, brands have a stronger starting point for relevant and supportive messaging.
IQVIA Digital’s Consumer Intent Audiences: Connecting brands to engaged consumers
IQVIA Digital’s Consumer Intent Audiences deliver the next generation of consumer engagement, connecting brands to individuals actively researching across 6,000-plus clinically relevant websites. Each audience segment is built from non-identified data that reflects consumer reading activity. We reach engaged consumers by applying a standard 30-day look-back window, so marketers engage people actively researching timely health topics.
With access to 91 million monthly consumers and up to 1.5 billion pageviews, IQVIA Digital empowers marketers to find relevance without sacrificing reach. Audiences are refreshed daily, ensuring campaigns stay in sync with the latest health interests, questions and needs.
The value: Privacy-first precision and omnichannel activation
IQVIA Digital’s privacy-by-design framework ensures every data point is handled with care, featuring non-identified data, contextual processing, and ethical oversight. Marketers can achieve personalization and precision without compromising consumer trust. Once built, audiences can be distributed easily across 600-plus media endpoints — including social, connected TV, over-the-top advertising, programmatic, and retail media networks — enabling true omnichannel activation. This flexibility allows for layered strategies, data reconciliation across segments, and efficient reach at scale.
The result: smarter media spend, higher return on investment, and campaigns that connect with consumers in the exact moments that matter.
Turning intent into impact
Reaching high-intent health consumers represents one of the most powerful opportunities in digital marketing today. By focusing on real research behaviors rather than broad demographic assumptions, brands can rise above the noise and engage audiences when it truly matters most.
Ready to explore how high-intent audiences can help your brand reach ready-to-act health consumers? Contact us today.
