Affordable Research To Grow Your Hospitals Market Slides


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In today’s ever-changing market, how do you keep a pulse on your patients’ needs? Mary Phelan, senior health care consultant at Standing Partnership, and Lisa Richter, principal at richterintel, will share how market research can help you answer the most burning marketing and communications questions. Learn about a recent hospital case study that will show you how affordable research can help drive your organization’s growth strategy.

Join us to see how research can help elevate the role you play within your organization!

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Affordable Research To Grow Your Hospitals Market Slides

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