No one will debate that we live in an age of information. Constant, diverse, real-time information inundates our day-to-day. We have data on everything, from the U.S. city with the highest hot dog consumption in 2014 to a map pin showing exactly where your uncle is at this very moment.
This goldmine of information extends to our businesses. With sophisticated data tracking and analysis tools, we can see how much time â€“ to the second â€“ a user spent reading our blog, or how many new leads we got through our Facebook ad, or a complete demographic profile of the customers who participated in our seasonal promotion.
When we take a scientific approach to collecting, dissecting, and drawing conclusions from our marketing data, we can eliminate the guesswork from our healthcare marketing efforts.
The result? Stronger campaigns and better brand performance.
What Is Marketing Science?
Marketing science, also called scientific marketing or marketing as a science, is an approach that combines scientific principles to build and execute your marketing strategies.
The tenants of marketing science include:
- Objective, data-driven decision making
- Recognizing patterns in the data and building models based on these patterns
- Using the scientific method: developing hypotheses and running tests to validate them
- Taking ideas from other areas of science like psychology and computer science
The key takeaway is that youâ€™re simply taking a sub-par approach if youâ€™re still using â€śintuitionâ€ť or assumptions as opposed to the cold, hard facts.
It all ties back to data. In order to truly embrace a scientific approach, youâ€™ll need to focus on collecting and examining the right information on your business. This ranges from broad market research to analytics on your current/past campaigns to the results of your forward-thinking theories and testing.
Hereâ€™s a basic process to help turn your marketing department into a science lab:
- Tap into analytics and data tracking tools to audit how your brand is currently performing.
- Use this information to set specific, actionable, and tangible goals for your business â€“ think granular, like the number of clicks you want on your next blog post based on how your other posts have performed.
- Look for key data patterns and metrics that suggest how you can reach these new goals, and build your acquisition strategy around those.
- Monitor your progress and strategy milestones to see if your performance hypotheses were right.
- Add, eliminate, and tweak strategies as needed until you get the results you want!
If you donâ€™t already have an account, stop what youâ€™re doing and sign up for Google Analytics for your website. This is a great free tool for you to collect extensive data on your web traffic â€“ whoâ€™s visiting your site, where they came from, and what exactly they did.
Social media platforms like Facebook, Twitter, and LinkedIn provide great analytics capabilities for you to see how well your social media posts, campaigns, and ads are performing with your followers and visitors.
Help When You Need It
If youâ€™re looking to quit the guesswork and take a scientific approach to marketing your healthcare brand, we can help you harness the power of your data to target your efforts and skyrocket your performance. Call me at (407) 523-0604 for a free consultation.