Issue link: http://viewer.e-digitaledition.com/i/73646
and margins of error to ensure findings are as accurate as possible.” Take a moment to consider the data and the methods used to gather and analyze the findings. Look at the numbers the way you would any other study or survey and then consider your plan of action. Don’t Let Your Data Collect Dust Once you receive your research results, you may think of filing it away or not acting on the findings promptly. However, keeping your data at your fingertips when planning upcoming initiatives or strategies has distinct advantages. “Healthcare marketers shouldn’t collect data for the sake of collecting data—they should collect data with the intention of using it,” Mundis says. “Many times, hospitals or other organizations will collect data just to say they have it, or they’ll use it one time, silo it, and never use it again. It’s up to the marketer to use his or her own creativity to utilize the findings, and that means you’ll need to have the data close.” Put your data in a place where you can review it as needed as you continue marketing your facility in a new direction. Taking a second, third, or even fourth look at the findings as you put new plans in place could help you refine your goals or pinpoint other areas that need improvement. Drowning in research? True North Custom Media makes understanding your data easy. Contact Steve Abercrombie at (423) 490-3359 or sabercrombie@truenorthcustom.com to learn more about the Intelligent Relationship Marketing data analytics platform. “Data can tell a very interesting story if we as researchers and marketers are willing to look beyond the literal interpretation and see the clear picture it’s designed to provide.”—Anthony Mundis, research analyst at True North Custom Media Health Care Consumer Topics of Interest Key Take-away The proliferation of content has created a much more discerning consumer, and these findings illustrate the need for marketers to provide content that is relevant and engaging to the audience—rather than focused on the sponsoring organization. By offering content that correlates with consumer interests, lifestyles, and family and career pursuits, marketers will become a trusted resource when the time comes to make a healthcare decision.