Precision and accuracy are equally important facets of medical marketing communication. Nail them, and you ensure that your messages are on point and on target, both key foundations to building trust with your audience.
But what do precision and accuracy mean? Most people believe the terms are interchangeable, and that’s understandable — because most people switched off when they were at school and the term ‘statistics’ came up.
But statistics are merely the treatment of numbers and data in the search for predictable patterns. Sound familiar? It’s something that certainly isn’t an alien concept to digital marketers the world over.
Seeking order from chaos has been a driving force since the dawn of humankind’s ascension as an intelligent species. It has helped us to shape our modern civilisations into optimised systems that deliver us greater comfort and better tools with which to work.
So then, rather than feeling intimidated by the idea of statistics, let’s begin with a quick recap of the benefits for the uninitiated!
Precision can be summarised as the ability to reproducibly hit a target. Or, in other words, it is a measure of random error. In the normal distribution curve shown below, it describes the spread of the curve. The first 2 images show the crosses distributed across the target. The error is high, therefore, the precision is low. On the last 2 images, the crosses are well grouped, which means the precision is high.
Accuracy, on the other hand, is a measure of the distance from a Bullseye. It describes “bias”. The first and third images below show the curve is skewed away from the midpoint and so represent inaccuracy. When the curve is centred on the bullseye, the result is accurate (even if it’s not exactly precise).
How then do these concepts relate to your medical marketing communications?
Craft precise messages that hit home
If your messaging lacks focus, then it’s going to lack impact. Messaging that is crafted with high precision will speak directly to your leads, customers and stakeholders in terms they understand and are on board with. It will enhance your brand and make people feel like you understand them.
Let’s take a look at some messages that make good use of precision to hit home.
First up is Perx Health. They make a great app that helps improve patient outcomes and medication habits by gamifying clinical engagement.
Their value proposition is clearly visible and understandable right on the home page, above the fold. Not only that but the image provides a contextual understanding of the product.
Next up, Halogen Health – who are offering ongoing health management based on genetic testing.
Again, their landing page nails it and speaks directly to the consumers in a voice they will understand.
Refine your accuracy to hit the target
The best message in the world doesn’t mean anything unless you put it in front of the people that care about it.
That’s where accuracy comes in.
Being accurate means delivering your value proposition directly into the heart of the bullseye.
Audience targeting describes the practice of segmenting potential customers using demographics or interests in order to find the holy grail that is the right person on the right device at the right moment.
And that takes skill, or more importantly experience and the ability to undertake good research.
Often in Medical Marketing, it is necessary to determine a mix of traditional and digital methods that get you in front of the right people. Common reasons include the inability to market to the general public for regulatory reasons, or the fact that the easiest cohort of your target customers sits behind a gated community.
The research part deals with identifying where and when they hang out, the execution will determine the accuracy of your approach. That said, if you’re skewed to the left or right, the only way to know is by constantly measuring your performance and keeping a close eye on ROI.
A/B Testing and running small trials are an advisable approach to take in refining your targeting before putting all your eggs in one basket. Of course it’s not always possible (or necessary) when dealing with some of the incumbent medical media organisations, but it’s certainly an advantage when it comes to digital.
Whatever the case, the rule is move fast, test often and look for the signals to indicate that you’re moving in the right direction.
Follow these steps and you’ll home in on the bullseye, sharpen your target and nail your marketing communications.
Doing so will ensure that you’re sending the right messages to the right people. Showing that you understand your core audience helps to gain their trust, which is the number one factor when it comes to successful Medical Marketing.