Systems and methods allow targeting messages to consumers using a plurality of records for a group of consumers, each record comprising healthcare demographic information (HDI) associated with individual consumers. HDI can include insured status information identifying whether a consumer likely has health insurance, which is received from at least one health services provider. A cookie can correlates a consumer's browser to healthcare demographic information. The cookie allows subsequent association of HDI with the browser, without exposing personally identifiable information of the first consumer to advertisers. Systems and methods can also associate an ID of a consumer's electronic device with the HDI, allowing mobile device and set top boxes to serve relate ads to the consumer. Consumers can be targeted based on selected HDI criteria.