Evidence
Keep source links, dates, languages and locations. Record when the data was collected, how the topic was defined, what was excluded and how much was reviewed.
Evidence & methodology
HOW TO READ
THE RESEARCH.
Check where the findings came from and what they can tell you before using them to plan a campaign.
Calculation
Compare equal periods using the same sources and collection method. Show the counts as well as the percentage change. Search-interest scores do not count patients.
Interpretation
Explain why a finding suggests a useful topic, and say where you are unsure. If a few posts leave a question unanswered, that does not mean nobody in the market has covered it.
Clinic fit
Check that the topic fits your treatments, audience, languages and capacity. Online interest cannot tell you whether a treatment is suitable for a patient.
Review
Assign an editor and a clinical reviewer where needed. Keep a record of who approved each piece and the exact version they approved.
This website
The clinic profiles, charts, competitor posts and campaigns on this site are made-up examples. They show how the product works, not what is happening in the market today.