With privacy compliance as the centerpiece of our approach, KORTX got to work crafting a custom contextual targeting strategy for Beaumont Health that could be deployed through Cross-Platform Display campaigns. Our methodology was built around KORTX’s unique Oracle Data Cloud integration, which our strategy team used to develop custom keyword lists for each Beaumont line of service (E.g., cardiology, obstetrics, primary care, mammography).

• To remain HIPAA-compliant, it was imperative that campaigns did not directly target users based on keywords related to their specific ailment or condition.
• However, a critical output of this keyword analysis was deep insights about which URLs the users visited, other topics they viewed, and which devices were indexing highest.
• This effectively provided a detailed roadmap of inclusion lists, contextual topics and cross-device patterns for the campaign without using the ailment or condition as a targeting parameter.

KORTX also worked with Beaumont and Fluency to expand from high-level awareness campaigns to lower-funnel initiatives focused on promoting specific lines of service. Once the keyword-based contextual targeting was in-place, KORTX onboarded Beaumont to our Axon Audience Manager which powered the development of a robust First-Party data strategy using a privacy-compliant approach to retarget Beaumont site visitors.