Reporting, Data, & Communication

May 5, 2017

Between a patient and doctor, communication is one of the most important aspects of the relationship. The way a doctor breaks bad news, the language a physician uses to present treatment options, the doctor's first words after delivering a child - a single interaction with a doctor can have a profound effect on peoples' lives. At docero, we look to send as many people in need to doctors we believe in as we can. And when we do marketing for doctors, we have to be able to clearly communicate with them the work we're doing and the results of that work. Today, we're sharing an internal message sent to the team about reporting, data, and communication to show our thoughts and what it means to us.

Hi team,

We have a data problem. No, Google Analytics isn't having issues. It's how we are explaining data to our clients.

Anyone can create a report. An intern can create a report. Software can create reports. We're better than that.

Clients can look at numbers and charts, but they do not have a deeper understanding of what any of it means. The reports might as well be in hieroglyphics. You need to do your due diligence so you can explain to them what is happening with their business on the internet. If we are lacking the technology we need to measure, let someone know, and we will find a solution.

Our reports mean nothing if you cannot interpret them. They mean even less if you cannot explain them to a client. If something goes up, ask why. If something goes down, ask why. Find out what's happening. Do not present face value metrics without knowing what is going on with the account.

Why does any of this matter?

  • We can speak intelligently about the data. People hire us for our expertise. If we aren't able to convey that we are the experts and authority on what we're doing for the client, we lose trust. Trust is everything - even more important than results.
  • We can assist each other in formulating an effective strategy. Adding more brain power to a project can help find new ways to help our clients.
  • We can proactively solve problems. A team member may see something that others don't and provide a proactive solution that prevents future problems.
  • We can catch problems another person might have missed. A team member may catch something that someone else didn't see and prevent an issue.
  • We can defend our work and team. We can defend the team and the work we do here. We should be held accountable for our work if performance is actually poor, but we should also tell the client that the work we are doing is the reason why they have more appointments.

This all leads to our team being the clients' trusted advisor. If we ever lose a client's trust, they will quit. Even when performance is poor, a client that trusts us to right the situation is more likely to stay than the client with good performance but low trust. Our communication is crucial to keeping clients, and being able to tell a client no or they are wrong about the data is important. You should listen to what they think and gain an understanding of why they think whatever they are thinking. With that information, you use the appropriate data and your communication skills to explain why their line of thinking might be off or what the numbers are actually showing.

If there is a gap in your understanding how to read data, asking the right questions about the data, communication, or marketing, please ask for assistance. It is better to over-communicate and learn than under-communicate. I have faith that we can do better.

¡Feliz Cinco de Mayo!

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