The Second Step: Starting Your Surveys

Surveying is vital to any successful marketing campaign. Surveying takes the mystery out of anything because it enables you to get a very specific idea of what works and what doesn’t work when selling a product or service. It also helps you isolate your publics and enables you to find out more data about them.

Surveying comes in many shapes and forms. The definition of a survey is:

“SURVEY means ‘a careful examination of something as a whole and in detail.”

You might not know it, but you have immediate access to survey information from data that you have been collecting for quite some time. This survey information will tell you who your current publics are and, the great thing is, all the information is in your patient files.

If you have a computer database of patient information, gathering this data will be quite easy. If you only have physical files it might take longer, but is still worth it.

This action requires you to pull information from these patient records. To save time, you only need to look at your new patient files for the past few months as this should give you a good idea of your overall patient base.

Have your office manager collect the information from the files as to age, education, occupation, gender, income and location. This information should be laid out as a tally in different categories. Then put the raw numbers into percentages using the total number of patient files that were gone through. An example of what this might look like is as follows:

(One hundred patient files were used for this)

Age

Under 10	10-18	18-35	35-55	55+
8%	20%	30%	30%	12%

Occupation

Office Worker	Business	Educator	Service Industry	Artists	Medical	Retired
15%	26%	6%	13%	10%	14%	11%

Gender

Male Female

65% 35%

Location

Bonkersville	Sumner	South East Connerstown	Sheridan
70%	10%	10%	10%

Having this data will help you see exactly who you have as current patients. This data will help you target the areas that are bringing you the most business. For example, based on this data it would be valuable to send out a promotional piece that targets well-educated males in Bonkersville between the ages of 18-55.

Doing the above is not the only survey action you will do, but it is a fast and effective means of locating valuable publics for you to start targeting.

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