SK&A Audit of Healthcare Industry Contact Data Reveals a 60% Inaccuracy Rate
Summary
“The results of SK&A’s 12-month audit are direct proof companies wishing to build their businesses in the U.S. healthcare market must be committed to ongoing data quality strategy to help ensure the success of their sales and marketing objectives,” said Dave Escalante, President and CEO of SK&A.“High-profile companies simply cannot afford to let data quality take a back seat, because, over time, inaccurate data will result in a decline in brand loyalty, inefficient execution of sales and marketing campaigns, as well as the real potential of lost business opportunities.” The findings revealed the primary reason healthcare contact data was erroneous was because of incorrect mailing addresses, which represented 32.4% of the records that SK&A processed and attempted to resolve.Other leading reasons for error in the audited data were physicians and professionals who were deceased, moved or retired (15.6%) and telephone numbers that were incorrect or disconnected (10.2%).Celebrating its 27th anniversary, SK&A researches and maintains contact and profiling information for over two million healthcare practitioners, including 800,000-plus prescribers.Other leading reasons for error in the audited data were physicians and professionals who were deceased, moved or retired (15.6%) and telephone numbers that were incorrect or disconnected (10.2%).Problems associated with inaccurate healthcare contact data include money wasted on postage, misdirected sales calls, inefficient telemarketing, wasteful and ineffective marketing with customers and prospects, and damaged corporate and brand reputation.