Disclaimer – I'm writing this because I was trying to think of a way to bring a little awareness to something that has caught my attention. But stick with me because there is a marketing angle towards the end too!
What if your shopping habits could be used to identify early signs of Ovarian Cancer?
Here's what got my attention – And yes, this one is for the ladies… I have been made aware of a study that is being supported by Cancer Research UK – it's called CLOCS (Cancer Loyalty Card Study). Things like this don't usually register on my radar but this particular study has 100% resonated with me! I am one of those people more likely to do a quick Google and order something over the counter from the chemist or start buying odd ingredients in the supermarket to make gross tasting concoctions rather than just heading to my GP – it's ridiculous that I'm writing that sentence, but it is 100% true. And I'm sure I'm not the only one!
The study is looking to access purchase history data collected by Loyalty cards of all things! But… they need people like you to offer up access. If you're reading this, have not had a cancer diagnosis and at least one relevant loyalty card listed on this page – please consider getting involved!
So, where's the marketing link in this?
This study is based on essentially looking for changes in shopping habits, right? Essentially, as I write, so many of us have had massive change inflicted on us due to lockdowns and considerations around Covid. It goes without saying that we've all had to behave differently. But then again, so have your ideal clients!
You may have previously had an in-depth look at who your ideal client is – but have you revisited this recently? Are your ideal clients still being driven by the same things, or have their behaviours changed? Are they buying in the same places or in the same way? That morning commute may no longer exist – so if you've been geo-targeting transport hubs to try and catch your ideal client, maybe that's not where they are right now. And maybe that's not where they're going to be for a while!
I've talked before about how defining your ideal client is so much more than a few demographics. You need to dig deep into behaviours and interests. As we head towards the end of the year, so many of you will be reflecting on your marketing efforts and making plans for 2021. Make sure part of that involves reviewing who your ideal client is and how you define them. Consider what their behaviours and interests look like now, and what those changes in behaviour indicate. Is it that the changes uncover a problem that you can help solve? Or a challenge you can help them identify?
As a marketer, it makes total sense that the Clocs Loyalty Card Study will be successful in finding a link between early changes in shopping habits and the early identification of Ovarian cancer. And, I'm just as confident that you will be able to find a link between the changes in the behaviours of your clients and the opportunities that you might be missing.