Consumer Perceptions of Local Healthcare
Client: Major Healthcare System in Northern New England
Industry: Healthcare
Services provided: Research,
Situation:
The client, a major healthcare corporation based in northern New England, is one of the region's premier health systems. The health system operates multiple hospitals and physician practices in numerous geographic areas.
The Client wished to better understand the perceptions and opinions of consumers in their service areas in order to capitalize on strengths, overcome perceived weaknesses, and identify its competitive positioning across multiple market areas. They also wished to determine the impact of some recent improvements at the flagship hospital. In order to drive the Client's response to the market conditions measured, results needed to be quantifiable and statistically valid.
Methods:
Crescendo Consulting Group was chosen by the Client to conduct this important research project. Crescendo worked with the client to develop a complex sample design that would allow the health system to most cost effectively obtain the desired information. Crescendo developed the survey instrument in collaboration with the Client, performed all field work, and conducted a comprehensive analysis of the results. The analysis included a review of statistically valid sub-groups that generated detailed, service area recommendations. Ultimately, Crescendo was able to distill the elaborate data into simple terms provide the Client with an adequate snapshot of patient and community awareness of area hospitals, quality perceptions, the impact of physician affiliation, selection criteria, potential community needs, and various competitive issues.
Results:
The results from the survey assisted the organization in shaping its strategic direction. Since conducting the survey, the health system has expanded its client base, captured additional market share, and confirmed that a recent major expansion has driven more customers to the health system. The client also realigned marketing expenditures to capitalize on high-value targets and shore up its weaker areas.
