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Data and Analytics in Healthcare Marketing: A Tool for Patient Attraction and Organizational Efficiency

Brian Davis Executive Vice President of Healthcare

Data has the power to completely transform healthcare marketing initiatives and their outcomes.

Unfortunately, data is being used incorrectly, inefficiently, or not at all...

And it’s costing the healthcare industry BILLIONS in lost opportunities for growth.

Here are four common data challenges every healthcare marketer faces today and what they need to overcome them.

(For additional information on Data and Analytics in the context of healthcare marketing, be sure to access our free Ebook as well.)

#1 Challenge? A Lack of streamlined data

When healthcare marketers have to log onto various digital platforms to access their data (Google Analytics for assessing website metrics, pay-per-click advertising platforms like Google Ads and Bing Ads, social media sites like Facebook and YouTube, online review profiles like Yelp and Google reviews, etc.), they lose time and productivity.

How can they overcome it?

By using a single portal that allows them to log into one place and access data from numerous sources in real time.

#2 Challenge? Information overload and a lack of analytics

Healthcare marketers are not data scientists, nor are they machines, so quickly processing and drawing conclusions from large volumes of data from a wide variety of sources can be a serious challenge—especially when a healthcare organization’s marketing responsibilities fall onto the shoulders of one person or a small team.

How can they overcome it?

By implementing a system that automates the analysis of information for them, parsing out the most important marketing insights, and presenting them in a format that makes the data easy to consume.

#3 Challenge? Lack of human analysis and strategy

Data should never be used in a vacuum. Even with machine learning and artificial intelligence automating the process of marketing analysis, campaigns should still be managed by seasoned healthcare digital marketing experts.

How can they overcome it?

Use talented people to funnel data-based insights back into a healthcare organization’s overarching marketing strategy.

#4 Challenge? Concerns over patient privacy

Many healthcare marketers waste opportunities to perform data-driven marketing because they’re concerned about violating patient privacy laws.

How can they overcome it?

Track prospective patients’ online activity, preferences, and conversions without violating HIPAA, by enlisting the help of a digital marketing partner with tools and technologies built to meet the legal requirements of the healthcare industry.

Further understanding data and analytics in healthcare

Due to its sheer volume and variety, healthcare marketing may seem overwhelming—but it doesn’t have to be. With the right technology and technical expertise, healthcare marketers can transform it from an obstacle and liability into a catalyst for their organization’s growth.

If you’re interested in learning more about how data and analytics are being used to shape decision making for health systems and healthcare marketers, check out our other blog on this topic (you can read it here) or download our FREE Ebook, Making Sense of Data and Analytics in Healthcare - how they can be used to deliver better patient outcomes and experiences.
Data and Analytics in Healthcare Marketing: A Tool for Patient Attraction and Organizational Efficiency
About the Author
Brian Davis Executive Vice President of Healthcare

Brian Davis is the Executive Vice President of Healthcare of Healthcare at Scorpion. He leads our vision of bringing a new level of competitive advantage to healthcare providers online. Brian has been a speaker and panelist at various healthcare industry conferences and has been quoted in Becker’s Hospital Review. Most recently, he was a panelist at the Becker’s CIO and Health IT Summit. Brian is a graduate of the Massachusetts Institute of Technology (MIT) Sloan Business School Entrepreneurial Development Program (EDP) and received his undergraduate degree in Journalism from Louisiana State University. He currently resides in Dallas with his wife, two daughters, and three dogs. In his spare time, he likes to spend time with his family and to take long road trips.

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