Building better comms through data

MYTH: Our physicians aren’t consuming the content because there are no likes or comments.
FACT: The data shows physicians regularly listen, watch, and read the content; they just aren’t taking part in the conversation. 

MYTH: 85% of registered users saw the shared content, but it only got 11 likes, so it must suck eggs.
FACT: 228 clicked through to the article, there were 131 searches for more collateral on the same and related subjects, and the numbers and interaction on those pieces went up 30%, with most commenting on the video or podcast.

CONCLUSION:

Data is nothing but big dumb numbers unless you dig deeper, analyze, and then focus on the outcomes you want.

Paul Baltes of Nebraska Medicine talks about going from a few sparse comments on a blog page to creating conversation and community through actual data that informs their communication strategy and practices.