Now more than ever, there is an infinite amount of information available at our very fingertips. From artificial intelligence to researchers, data can be found almost anywhere and everything and anything can basically be referred to as data. However, even though we have so much data readily accessible, very few people actually take the time to stop and look at data. Why? Because if the data isn’t aesthetically pleasing or easily readable, nobody has time for it. In fact, according to the Social Science Research Network (Links to an external site.), “65 percent of the population are visual learners”. The majority of us need to see information with our very own eyes, but it goes much further than that. In addition to visually looking at data right in front of us, we also like to have data presented to us in an organized, user-friendly way.
Smart marketing researchers use data visualizations such as infographics to display data. In such a complex industry like healthcare, there is an abundance of data collected, evaluated and distributed. From patient billing to robotic surgery success rates, healthcare professionals are constantly dealing with data and today, I’d like to share how healthcare professionals can benefit from map visualizations. I know you’re probably thinking, what can a boring old map do for me? Well, my response to that is first, maps aren’t boring and secondly, I’ll share two big ways healthcare professionals can, indeed, benefit from map visualizations.
- Competitor Intel. With such a highly competitive market, healthcare systems are always striving to stand out amongst their competitors. Many healthcare systems have business development teams whose jobs are to look at maps of their hospital’s primary service areas and secondary service areas. They do this to look at land opportunities where they can either take patients from competitors or support their own hospital. Whether it’s to build a new urgent care or a free-standing emergency room, healthcare professionals use map infographics to get a better understanding of what their options are. Ask any healthcare marketer and I can assure you they have a map of their market and its competitors hanging up somewhere in their office.
- Patient Demographics. In healthcare, our consumers are patients. We strive to attract new patients and turn current patients into loyal ones. Understanding your patient’s demographics is a great first step to determining the best marketing strategies for patient acquisition. Healthcare professionals use maps to track target audiences based on zip codes, household income and much more. For example, if you are looking to target first-time moms to give birth at your hospital, you can look at a map that visually tells you where females in this appropriate age range live within your PSA zip codes and place a billboard or an out-of-home advertisement there.
As you can see, data visualizations are beneficial in that they allow data to be humanized. By adding organizational structure and a bit of color, your data will already be all the more easily accessible. By using a map infographic, not only can healthcare professionals understand where their competitors are located, but they can also determine which geographic location to target based on buyer personas.
Did you enjoy this post? Learn more about data insight vs. data points in my last post.