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

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

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

29

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, mphelan@standingpr.com

www.standingpr.com

Lisa Richter, principal, richterintellisa@richterintel.comwww.richterintel.com