Klick Health

Want the straight goods? Ask a doctor…

Senior Director, Social Media

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In my job I’m inundated with data. How many doctors use the Internet? (all of them) How many have mobile phones? (all of them) How many have Smartphones? (most of them)…

But when interpreting all of those numbers from all of those sources I continually reference back to my many entertaining qualitative interviews. I’ve conducted at least 50 interviews with physicians over the past four years ranging from the overworked family doctor to the rare disease specialist (who is also overworked, by the way).

Conducting “inherent value” tests (one of my favorites) with these folks is incredibly insightful because they have all the traits that make for productive, and entertaining, research activities. They are:

All of this adds up to some of the most fun a researcher can have in the field, as long as you have a thick skin.

The qualitative interview will really surprise you when looking at a digital property of any sort because nothing can really prepare you for the critical scorn that a doctor can apply when provoked. Likewise, they will provide thoughtful praise when the site meets their needs.

So, data is great, and important for the full picture, but the qualitative interview should not be overlooked to get that “ground truth” from the audience you really want to support.

More About the Author

Brad Einarsen

Brad is Klick's Senior Director leading the social practice. His group ensures that clients get the best bang for their buck on the social platforms.

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