Data-Driven Marketing: Why It’s Vital
While healthcare is both extremely important and necessary to every single person, it’s relevance does not make it a sexy industry. Though useful, healthcare is not typically exciting to people and because of that, marketers must be very thoughtful and diligent in how they choose to present their companies to the consumer.
According to Forbes.com, “data-driven marketing centers on one thing and one thing only: propelling value by engaging customers more effectively.” What does this mean? It means marketers should focus on grabbing the attention of customers by providing them with useful information! People are bombarded with tons of information each and every day; so much so that they begin to tune out most of what they see and hear! If you present patients with things they deem useless or invaluable, you are failing to provide worth to the customer and are therefore losing relevance! Data-driven marketing is key and you should get on board!
Wondering how you can you implement this sort of marketing? Well, as NG DATA states, your company needs to “fully understand the who, what, where, when and why of how consumers are engaging with [your] marketing efforts.” Once this is done, you can “make better decisions surrounding everything from the timing of advertising” or “the customization of a marketing copy.” In short, data-driven marketing is using insights and trends to more effectively market to customers. That means your team must take it upon themselves to review and analyze available data to make beneficial marketing decisions.
So what kind of data should you be analyzing?
The situation isn’t the same for every practice; some practices already know of specific weaknesses within their company right off the bat. If these weaknesses have been identified, data can be used to better identify where the problem lies and how to fix what's broken. Sometimes though, a practice might not know exactly what the problem is at all and therefore must look at all the data available to start to identifying new holes that they didn’t know existed. Either way, data will help a company understand their strengths and weaknesses betters than anything because data is real and is based on evidence as opposed to speculation.
After a practice begins to better understand where exactly it's weak spots are, the marketing team can begin to devise a plan of how to move forward in a way that will enable them to better serve their customers. Again, decisions will be based on real information which should help give a company a much clearer roadmap of what needs to be done moving forward. This typically leads to the best results.
When you take the time to look at things analytically, you will eliminate wasted time speculating and assuming where your company needs to grow. Instead, more time can be spent on how to improve the company as opposed to figuring out what's wrong with the company.