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Affordable Research to Grow Your Hospital’s Market and Your
Professional Impact
November 17, 2010
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Agenda
• Why conduct research?
• Case study
• Cost-effective researchsteps and tools
• Benefits of research
• Questions
Are you having audio difficulties?• Call our toll-free number: 1-877-669-3239 • Enter the access code: 665 972 995
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Presenters
• Mary Phelan, senior health care strategist, Standing Partnership
• Lisa Richter, principal, richterintel
LisaMaryAre you having audio difficulties?• Call our toll-free number: 1-877-669-3239 • Enter the access code: 665 972 995
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Why Conduct Marketing Research?
• Change is constant
• How can your hospital keeppace with change?
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Why Conduct Marketing Research?
• Track how patients choose hospitals
• Build preference for your hospital
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• Case Study– Situation– Business Objective
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Case Study: Research Objectives
• Measure awareness and usage of organizations who serve the primary market area
• Determine public perceptions and preferences for each organization
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Case Study: Research Methods
• Reviewed customer satisfaction surveys• Analyzed admission trends• “Mystery shopped” the competition
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Case Study: Research Methods
• Talked to new neighbors• Listened to physicians• Observed patients• Reviewed local media coverage
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Case Study: Research Methods
• In-depth interviews to develop a questionnaire from patients’ key concerns
• Telephone survey of market-area residents
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Case StudyKey Findings
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Key Finding #1
• Residents choose a hospital for the way the staff treats their patients
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Key Finding #2
• Residents choose a hospital for its technology, facilities and staff investments
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Key Finding #3
• Emphasizing how the hospital serves the community is not important to new and younger residents
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Key Finding #4
• Higher income and younger patients are willing to travel to get personal, expert and competent treatment
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Cost-effective Marketing Research
Steps and Tools
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Affordable Research: Steps1. Convene a Management Research
User Committee
2. Identify business objectives
3. Identify research objectives
4. Identify key questions for each research objective
5. Agree on types of actions that could be taken
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Poll Question
• Who, according to function, would be on your hospital’s Management Research User Committee?
– Marketing– Communications– Operations– Clinical Staff– Administration
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Cost-effective Research: Tools
1. Analyze your competition
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Cost-effective Research: Tools
1. Analyze your in-house information
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Cost-effective Research: Tools
1. Mystery shopping
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Cost-effective Research: Tools
1. One-on-one interviews
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Cost-effective Research: Tools
1. Focus groups
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Cost-effective Research: Tools
1. Quantitative research
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Poll Questions
• Which of these tools do you use or have you recently used in your hospital to track patients’ behaviors and attitudes?– Competitive analysis– In-house information– Mystery shopping– One-on-one interviews– Focus groups– Quantitative research– Social media tools– None of the above
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Cost-effective Research: Return on Investment
• Work with Management Research User Committee
• Identify success metrics for strategic actions
• Compare success measures against the cost of the market research
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Cost-effective Research: Summary
• Analyze in-house research first
• You can remain empathetic by mystery shopping
• Start with a small budget and pilot study
• Consider benefits of a statistically significant sample size
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Any Questions
?
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Benefits of Research
• Helps you be the “voice” of the patient
• Provides information to guide growth strategy
• Identifies your true competition
• Identifies which messages connect with patients
• Determines the most bang for the buck
29
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Any Questions
?
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Thank you!
Standing PartnershipMary Phelan, [email protected]
www.standingpr.com
Lisa Richter, principal, [email protected]