To date LinkedIn has been looked on by healthcare marketers as a good place to find talent (and over 50% of biotech employees are looking to move) but this acquisition of Bizo will provide these marketers with the ability to reach HCPs as well.
Bizo has some experience in the healthcare sector, and in 2012 showed that there were significant numbers of physicians (660K), nurses (435K), and other healthcare specialists (3.1M) on the platform.
“Bizo’s tools make it possible for marketers to reach professional audiences, nurture prospects and acquire customers across a network of business and professional publishers,” said LinkedIn’s VP of product David Thacker in a statement. “They have also developed innovative products that measure the effectiveness of multi-channel marketing programs–critical to helping marketers navigate the complex B2B buying process where multiple touchpoints influence every sale.”
We expect this acquisition to allow LinkedIn to announce some more targeting tools in the near future. It would be prudent for media budgets to reserve some space in 2015 for experimentation on this channel.
Other stories from the Fierce network last week:
- ABM: Digital advertising driving gains in B2B media
- Facebook launches Save feature
- Facebook experimenting with ‘buy’ button
- New Pinterest feature lets users follow topics
- House questions FTC’s health data, cybersecurity authority