Data Matters: The Importance of Data Quality in Healthcare Marketing
Whether you’re a hospital marketer driving referrals and reputation, recruiting physicians, or increasing CME enrollments, the quality of your data is everything. Why? The more accurate your data, the more personalized, relevant and effective your communications will be. MMS will help you work with the highest-quality data, so your communications can perform at their best.
Quality data is at the foundation of effective targeting and maximum ROI
From segmentation to reputation to decision-making, here are some of the top reasons why quality data is key:
1. Compliance: Using accurate, up-to-date data helps ensure compliance and avoids potential legal issues.
2. Personalization: Quality data allows for better segmentation and personalization of email content.
3. Improved engagement: Relevant content can help boost engagement rates, which can lead to better open rates, click-throughs and conversions.
4. Reputation management: High bounce rates can potentially damage your reputation and email deliverability.
5. Cost-effectiveness: Accurate data reduces wasted money and resources on ineffective campaigns.
6. Better decision-making: Quality data provides more accurate insights for analyzing campaign performance and informing future marketing strategies.
“Data quality is among the most essential attributes
of a successful multichannel marketing strategy.”
— Ayaz Nanji, “Essential Attributes of Successful Multichannel Marketing Strategy,”
MarketingProfs.com
Poor data quality = Negative outcomes
Low-quality data can result in decreased open rates, reduced conversions and wasted resources — all of which can take away from the effectiveness of your campaigns. Additionally, you may miss opportunities to reach the right audience with timely, personalized information, hindering the building of stronger relationships. But it doesn’t stop there.
Poor data can break the bank …
These issues can drive up costs through time spent on data cleanup, increased cost per successful contact and potential expenses related to addressing regulatory violations. Inaccurate analytics and reporting further compound the problem, leading to skewed metrics and poor decision-making.
… And tarnish your reputation
Your stats and IP/domain may take a significant hit from a reputation standpoint, which can lead to spam complaints and blacklisting.
Operational inefficiencies and brand damage round out the consequences
Time wasted on manual corrections, challenges in scaling marketing initiatives and a perception of unprofessionalism can harm your image in the healthcare community
The top 10 common data quality issues
Outdated contact information
Incomplete records
Duplicate entries
Inaccurate data
Lack of consent or opt-in status
Inconsistent formatting
Siloed data
Insufficient data security
Lack of data standardization
Expired or irrelevant data
MMS does data right, so your campaigns can shine
For over a century, the American Medical Association Physician Professional Data™ (AMA-PPD) has been the industry standard for medical marketers. The AMA-PPD is difficult to emulate and has a scope unlike any other database, and the AMA database continues to be the best source of physician data within the marketplace for medical marketers today.
Our datasets are second to none
MMS’ success has always been tied to the AMA. Originally, as users of the AMA’s biannual directory, first published in 1906, and then as the original franchise of the AMA starting around 1921, MMS realized in the early stages the difficulty of maintaining and compiling a physician database and that the AMA was the best source to do so.
As the sole licensee of the AMA’s historical data files, MMS is the information source for current and historical AMA data requests to support academic and nonprofit research projects.
Precisely powerful
The AMA database is accurate because it is constantly updated by the AMA with over 135 million* annual transactions that are provided to and processed by MMS weekly. These transactions come from over 2,300 sources, many of which are unavailable to other list owners. In addition, the AMA-PPD provides up to 90+% of coverage with email addresses and has a 98% deliverability rate.*
Accuracy meets relevancy
In addition to its accuracy, AMA data is always up to date. This is because physicians are credentialed every two years for hospital affiliation purposes. Every time a physician takes a new job, they’re credentialed again. No other physician database is used for this purpose, which keeps the data updated and accurate for your use.
We make the data our job, so you can focus on yours
The quality of our healthcare marketing data enables you to hypertarget, reach and engage your audience with accuracy. Our state-of-the-art technology works full time in real time every day to identify and promptly remove hard bounces, soft bounces, undelivered addresses and opt-outs for maximum deliverability, so you can market with peace of mind. Our powerful platforms include:
The Med-E-Mail Network
Our Med-E-Mail Network is comprised of first-party data that feeds into our Med-E-Mail database and comprises data providers providing MMS physician and advanced practice provider email addresses.
The NOWW Platform
NOWW allows our customers and MMS users to address physicians and advanced practice providers with targeted email marketing campaigns.
Why MMS?
No other healthcare marketing service provider offers the unique MMS combination of great data and powerful email and direct mail marketing (coupled with social media and programmatic advertising expertise), delivered together with a focus on making it easier to achieve the results you want.
Contact us today and see what we can do to help you make the most of your campaigns.
*Office-based and hospital staff physicians are 98% deliverable. For further details, please refer to the American Medical Association (AMA) Physicians List.