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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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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Affordable Research to Grow Your Hospital’s Market and Your
Professional Impact
November 17, 2010
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
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
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
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
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Why Conduct Marketing Research?
• Change is constant
• How can your hospital keeppace with change?
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Why Conduct Marketing Research?
• Track how patients choose hospitals
• Build preference for your hospital
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
• Case Study– Situation– Business Objective
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Case Study: Research Objectives
• Measure awareness and usage of organizations who serve the primary market area
• Determine public perceptions and preferences for each organization
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Case Study: Research Methods
• Reviewed customer satisfaction surveys• Analyzed admission trends• “Mystery shopped” the competition
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Case Study: Research Methods
• Talked to new neighbors• Listened to physicians• Observed patients• Reviewed local media coverage
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Case Study: Research Methods
• In-depth interviews to develop a questionnaire from patients’ key concerns
• Telephone survey of market-area residents
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Case StudyKey Findings
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Key Finding #1
• Residents choose a hospital for the way the staff treats their patients
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Key Finding #2
• Residents choose a hospital for its technology, facilities and staff investments
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Key Finding #3
• Emphasizing how the hospital serves the community is not important to new and younger residents
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Key Finding #4
• Higher income and younger patients are willing to travel to get personal, expert and competent treatment
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Cost-effective Marketing Research
Steps and Tools
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
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
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Poll Question
• Who, according to function, would be on your hospital’s Management Research User Committee?
– Marketing– Communications– Operations– Clinical Staff– Administration
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Cost-effective Research: Tools
1. Analyze your competition
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Cost-effective Research: Tools
1. Analyze your in-house information
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Cost-effective Research: Tools
1. Mystery shopping
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Cost-effective Research: Tools
1. One-on-one interviews
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Cost-effective Research: Tools
1. Focus groups
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Cost-effective Research: Tools
1. Quantitative research
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
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
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
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
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
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
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Any Questions
?
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
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
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Any Questions
?
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Thank you!
Standing PartnershipMary Phelan, [email protected]
www.standingpr.com
Lisa Richter, principal, [email protected]
