When marketing in the healthcare sector it is important that messaging be both medically accurate and culturally appropriate. In order to ensure your messaging is received well it is helpful to survey your client base regarding their knowledge and comfort level surrounding the topic.
A good sample will ensure that the data collected from your survey will give accurate results. It should be large enough to give statistically significant results but not so large as to create an oversample. Oversampling not only wastes resources but can also skew data by making it less reliable.
There are some instances where you may want to restrict who is able to take the survey in the first place. If a healthcare network is looking to expand its cervical cancer screening efforts, it would not make much sense to include cis-men in the sample. Instead you would want to have a screener question in the beginning to ensure that only eligible patients participate.
Survey data can be very helpful for understanding your clients’ perspectives and experiences. And building an intentional and useful sample of your clients is an essential first step in getting accurate survey results.