Healthcare Industry Contact Data is 60% Inaccurate!

[Pharma Newshound]

Source: SK&A Press Release

RVINE, CA—February 4, 2010—SK&A today announced the results of its year-long audit that shows nearly 60% of the 3.8 million healthcare contact records it evaluated on behalf of its clients were inaccurate when matched against SK&A’s industry-leading databases of U.S. healthcare sites, practitioners and professionals.

The 2009 audit covered 297 data cleansing and resolution projects for 91 U.S. companies, including healthcare advertising agencies, medical device companies, medical equipment distributors, healthcare IT firms and 16 of the top 50 pharmaceutical companies.

Learn more about SK&A’s data resolution services

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. The percentage of mailing address error is more than six times the U.S. Postal Service’s estimate that 5% of all mail is undeliverable as addressed. 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.



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[jack705]

I think it is a shocking news for "sophisticated pharma marketing industries" that it simply indicate that there 60% resources gone waste without benefiting any one, but i am sure as we find out & diagnose the reason of these "mis-marketing" practices so we can eliminate them by modifying marketing strategies.

[malki]

This is shocking news not only for researchers who are interested in statistics and various forms of data, but also to the general public.
This kind of inaccuracy should not be tolerated anymore!


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