Local Health Trends To Drive Personalized Ads

Imagine serving allergy remedy advertisements to a targeted region only when allergies symptoms are flaring up in the area. Thanks to a partnership between real-time illness information provider Sickweather and digital marketing technology leader, Jivox, it can happen almost as quick as a sneeze.

Sickweather, the world’s first real-time map of human health, uses crowd sourcing to track a wide range of illnesses and symptoms. The anonymous data from millions of monthly reports is analyzed and organized to provide highlights about illnesses trending in a specific area. 

“It’s like a Doppler Radar for illnesses,” says Dodge Graham, Sickweather CEO and co-founder. “The data we provide helps people easily see what symptoms and illnesses people in a specific area are dealing with. This helps them make informed decisions about their healthcare.”

A more detailed version of the data is available for business applications. The value for businesses providing products or services to sick people is the ability to deliver what’s needed when it’s needed – not just historical buying activity. The laser versus shotgun approach. Enter Jivox.

Jivox IQ is a cloud-based, data-driven platform for delivering personalized digital advertising and marketing experiences at scale. Jivox personalizes dynamic creative based on a wide range of very granular first- and third-party as well as contextual data triggers, including the latest addition of the Sickweather data. Jivox’s AI-powered iterative decision rules are adaptive to ad performance and audience behavior in real time. It is a powerful solution for engaging consumers with the right message, the right product offer, in real-time and across all channels. For example, if a large number of colds are being reported in Cedar Rapids, the Jivox personalization platform can leverage illness trends or forecasts, location, and product triggers to deliver Over-the-counter (OTC) drug and pharmacy advertisements to people in just that part of Iowa, in real time.

“The key benefit of data-driven dynamic creative is a boost in engagement and conversion,” said Ketaki Rao, SVP of Product Management at Jivox. “Sickweather data showing trending illnesses and illness forecasts in a specific location brings relevance to advertising in OTC and pharmaceutical drugs. Unlike the spray and pray approach, these ads are served, in real time, to consumers needing these products, at the time they are sick, or at risk of being sick.”

The bottom line? Integrating Sickweather’s illness tracking data with Jivox’s real-time, personalized ads for health and wellness products offers an innovative approach to providing relief when it’s needed.