Healthcare

Case Study

Objective
As Singapore continues to lead regional medical tourism, this private hospital sought to attract high-value patients from neighboring countries—individuals seeking specialized care, executive health screening, or complex surgeries.

The challenge was threefold:

1. Identify individuals already coming to Singapore for treatment, but visiting other hospitals

2. Reach those planning or researching medical treatment options in Singapore

3. Expand the hospital’s existing audience base with similar high-value prospects

This required precise segmentation across borders, combining mobility intelligence, behavioral intent analysis, and affluence modeling—while maintaining the strictest standards of anonymization and compliance.

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Data Strategy

1. Mobility & Geo-Behavioral Intelligence

   • We used mobility data and geofencing around major private hospitals in Singapore to identify devices of international visitors already traveling for treatment.

   • By analyzing recurring patterns of arrival and dwell time, we isolated patients or accompanying family members, while filtering out staff, residents, and service providers.

   • This gave the hospital a clear view of regional healthcare travelers with established trust in Singapore’s medical ecosystem.

2. Medical Intent Discovery via Contextual Data

   • We analyzed search and content behavior across Southeast Asia to identify users researching “treatment in Singapore,” “private hospitals,” “health checkups,” or “specialist surgeons.”

   • Deep intent modeling differentiated active seekers from passive readers, weighting signals like repeated searches for specific procedures, recovery options, or cost comparisons.

   • These insights highlighted audiences ready to convert travel intent into medical action.

3. Audience Expansion Through Lookalike Modeling

   • Using anonymized first-party data from existing high-value patients, we built lookalike audiences exhibiting similar digital behaviors, travel frequency, and affluence signals.

   • This helped uncover new potential patients in emerging affluent markets—such as Vietnam, Thailand, and the Philippines—who shared the same lifestyle and spending capacity as existing clients.

4. Affluence and Lifestyle Intelligence Layering

   • We refined the audience further by focusing on device activity originating from affluent neighborhoods in major Southeast Asian cities (e.g., Bangkok, Jakarta, Kuala Lumpur, Ho Chi Minh City).

   • To verify wealth and lifestyle alignment, we overlaid contextual and behavioral data showing consistent interest in:

     • Luxury goods, high-end fashion, yachts, and fine dining

     • Premium automobiles and property content

     • Frequent international travel to developed destinations like Japan, Australia, Europe, and the US

   • These multi-dimensional signals ensured outreach focused on financially capable, globally mobile individuals with a proven propensity for premium healthcare.

5. Cross-Device and Cross-Border Reach Optimization

   • Using IP-level intelligence, we extended visibility to household and shared devices such as smart TVs and tablets, ensuring family decision-makers were included in targeting.

   • This cross-device visibility was especially important for reaching affluent families, where healthcare choices are made collectively.

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Results

• Verified Healthcare Travelers: Identified international visitors to other Singapore hospitals through mobility and geofencing data.

• High-Intent Patients: Mapped audiences actively researching Singapore-based healthcare treatments and specialized care.

• Affluent Lookalikes: Expanded reach to new regional markets through anonymized modeling of existing high-value patients.

• Lifestyle Precision: Targeted only devices consistent with luxury consumption and affluent travel behavior.

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Impact
By integrating mobility, contextual, and affluence intelligence, the hospital gained an unparalleled understanding of Southeast Asia’s medical tourism landscape. The data revealed not just who was traveling for healthcare—but why, how often, and from where.

This intelligence powered more efficient marketing spend, better regional prioritization, and stronger conversion opportunities among high-value audiences—turning broad regional awareness into a scalpel-precise, data-backed acquisition framework for the hospital’s international patient division.