Effective Marketing Begins with Research

 As a business leader, if you want to identify and capitalize on market opportunities, minimize risk while doing so, and benchmark your progress in achieving marketing goals, then begin with strategic market research. It is difficult – and risky – to craft effective marketing efforts without first having deep knowledge of your customer. Effective research can help you understand your customers’ (and non-customers’) motivations and behavior. It also provides insight as to how and when to communicate with customers.

According to Richard K. Thomas, author of Marketing Health Services, it’s no longer just large hospital systems that rely on market research as the foundation of their marketing programs. All healthcare organizations, including those that provide direct patient care, need information upon which to base their business decisions. Thomas argues that healthcare research is essential in identifying unmet healthcare needs, evaluating new services, monitoring changing market conditions, assessing personnel supply and demand, and predicting future revenues. While healthcare is Thomas’ focus, every business benefits from knowing the needs of their constituents, what the market conditions are before launching a new service or to increase sales  to gain additional  income.  In fact, market research will be used in 2012 to build relationships through two-way communication and encourage customers or clients interact with your business or practice more frequently.

Do you want to learn what 10 to 15 percent of your targeted audience thinks or believes about your business, and then bring that information into your marketing efforts?  The key to effective market research is asking the right questions of the right people at the right time. This requires consultation with professionals who are experienced in the science and art of market research.  From online surveys, to focus groups, or one-on-one interviews, the research team at Tschetter & Associates can build a research project that will provide insight into how your constituents think about your business or practice.

At Tschetter & Associates, we stand ready to assist you in these efforts. Your goal is our goal: Achieve growth and profitability while minimizing risk.

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