If You Don't Know, Ask: The Importance of Qualitative Data

by Kayla Anderson, Marketing Manager - 08/16/17


Qualitative data sometimes gets a bad reputation for being "too fluffy". While quantitative data is important for measuring marketing success, qualitative data is the best resource for refining your personas, generating content ideas, identifying friction points in the buyer’s journey, and gleaning honest feedback on your hospital’s services.

Here are some applications for ending assumptions and gathering qualitative data in the voice of your customer.

Methods of Gathering Qualitative Data

Your hospital is likely already gathering qualitative data. Patient satisfaction surveys, magazine readership surveys, email subscriber surveys, live chats on your website, call center logs, etc. are all opportunities to get direct feedback from your prospects and customers. However, this information is sometimes siloed in other departments. If you don’t know where to start, take an inventory of your current forums for gathering feedback and put it under the marketing microscope.

Already collaborating with your customer service department? Try adding polls or sending a survey to email subscribers. There are many tools out there, but we like Hotjar the most.

Refine Your Personas

By gathering feedback from your customers in their own words, you can put your personas to the test. Personas often start with educated guessing, but they are always evolving. Don’t set and forget your personas—get to know them even better. You can use qualitative feedback from email subscriber and patient satisfaction surveys, for example, to refine your marketing strategy and better connect with your target audience.

Glean Content Inspiration and Identify Friction Points

Exit polls are a simple and effective way to understand why your landing pages aren’t converting. A simple “Did you find what you were looking for on this page?” can reveal a lot about why your users aren’t filling out contact forms, calling a care coordinator, etc. Once you understand why users aren’t behaving the way you want them to, you can create more content to answer nagging questions, build trust, or make next steps more clear.

Delight Your Customers

96% of unhappy customers will not complain to you, but they will tell 15 friends. Don’t leave it up to a frustrated patient to start a conversation. Make it easy for them by offering live chats or sending automated email follow up after an appointment. By proactively being open to feedback and initiating a resolution, chances are that a once frustrated patient will tell those 15 friends how you went out of your way to make things right.

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Topics: Digital Marketing

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