If your targeting still begins with “Women 45–64, urban, college-educated,” it’s time to upgrade your approach.
Personalization is now an expectation. Privacy is a mandate. Synthetic audiences deliver both.
What Are Synthetic Audiences?
Synthetic audiences are AI-generated segments that mimic the behavior, needs, and decision-making patterns of real patients — without connecting to any individual’s identity or record.
They’re built from anonymized datasets — campaign engagement, content interactions, scheduling patterns, even payer mix trends — to create intelligent stand-ins for your most valuable audiences.
Think of it as the insight and precision of advanced modeling, without the compliance risks of personally identifiable information.
Why They Matter in Healthcare Marketing
Traditional audience segments are blunt tools. HIPAA limits how precisely you can target. Third-party data is disappearing. And broad categories like “diabetics 50+” miss the nuances that drive real action.
Synthetic audiences give healthcare marketers an edge by enabling you to:
- Target intent, not just traits – Reach people based on behaviors like comparing treatment options or researching second opinions.
- Stay compliant – Work entirely within HIPAA boundaries using de-identified patterns.
- Capture real pathways to care – Map journeys from initial symptom search through appointment booking.
- Pre-test campaigns in silico – Simulate creative performance across multiple synthetic populations before launch.
How WAX Puts Synthetic Audiences to Work
At WAX, synthetic audiences are embedded in how we plan, test, and optimize campaigns for hospitals, health systems, and other healthcare organizations.
- Ingest – We analyze de-identified campaign and engagement data across service lines, channels, and touchpoints.
- Model – Our AI systems build persona sets that reflect likely clinical concerns, emotional drivers, and media habits.
- Simulate – We run creative, headlines, and calls-to-action through these audiences to see what connects — before spending a single media dollar.
- Activate – Only the top-performing concepts launch, and results flow back into the model to refine the next round.
- The result: faster optimization, sharper messaging, and campaigns that feel personal without crossing privacy lines.
The Advantage Ahead
Synthetic audiences aren’t replacing real patients. They’re protecting them while giving marketers the power to understand their needs with unprecedented depth and accuracy.
In an environment where trust, compliance, and measurable outcomes are non-negotiable, synthetic audiences are the next standard in healthcare marketing.
If you’re still guessing who to reach, you’re already behind. WAX is here to help you catch up — and move ahead.
