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Using Marketing Data to Assess Public Health Programming

Knowing how to interpret and apply research data is an important skill in public health marketing. Data can help to inform marketers of the success of their programming by using simple statistical tools, such as a paired t-test looking at pre- and post-intervention data. The ability to show the success of programming will help to inform stakeholders and justify campaign expansion.

For example, you work for a chain of retirement communities and there is an STI outbreak at one of the campuses. It would be wise to survey the population before and after a ‘safer sex’ campaign to determine its effectiveness and if it should be implemented on all of the campuses.

Communicating the effectiveness of a public health campaign to stakeholders is critical in maintaining and expanding programming. The ability to understand and apply marketing data can improve your odds of winning stakeholders over.

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