How to Design a Health Survey with News Value: Turning Surveys into a Brand's Most Powerful Content Engine

Five Strategies to Create a Survey with News Value

1. Start with Social Issues Rather Than Product Features

News media focuses on “public interest” and “social trends,” not just a brand’s product features. Therefore, survey topics should focus on:

1. Disease awareness gaps (e.g., “Do you know that hypertension often has no symptoms?”)
2. Health behavior deviations (e.g., “How many people misuse painkillers?”)
3. Medical trust crises (e.g., “Do patients trust AI diagnoses?”)
4. Post-pandemic lifestyle changes (e.g., “What aspect of health do you prioritize more after the pandemic?”)

These topics are more likely to resonate with the media and the public, becoming focal points for reporting.

2. Design Questions to Be Clear, Concrete, and Quantifiable

Avoid overly academic or vague questions. Design surveys based on the principle of being “statistically measurable and visually representable.” For example:

“Do you think health is important?” (too broad)
“How many times do you exercise per week?” (quantifiable)
“Have you ever missed a vaccine due to lack of information?” (specific behavior)

Additionally, option design should avoid leading language and provide “other” and “unsure” options to enhance data authenticity.

3. Incorporate Medical Perspectives or Professional Roles for Contrast

Placing the perspectives of the general public and medical professionals in the same survey can create a strong contrast effect, highly valuable for news:

Example 1: “78% of medical professionals recommend regular ECGs, but only 32% of the public undergo regular checks.”
Example 2: “9% of nurses believe patients do not fully understand medication instructions.”

This data not only has educational value but can also spark discussions and policy attention.

4. Collaborate with Third-Party Institutions or Academic Units
You can opt for upgraded services by partnering with medical organizations, academic institutions, or healthcare institutions to conduct surveys. This not only enhances the professionalism of the survey design but also provides “third-party authoritative recognition,” significantly increasing media citation rates and credibility.

5. Leave Space for Content Transformation

When designing surveys, think about how to transform them into:

📊Charts and Infographics (suitable for social media and press releases)

🎥Medical Feedback Videos (enhancing emotional connection and persuasiveness)

📄White Papers or Health Reports (establishing a professional image)

📣News Headlines and Highlight Summaries (attracting media attention)

Indigo+ provides comprehensive content transformation services, turning surveys into more than just statistical reports but the starting point for brand content marketing.