Hospitals and Health Care Services
Employee Satisfaction Surveys (patient care and non-patient care) Employees are the internal market that can influence hospital utilization and shape the image of the market to the outside community. Are employees a marketing tool for you? Employees should be surveyed annually to track satisfaction and to monitor their perceptions of the hospital.
Physician Satisfaction Surveys: Is your distribution network (physicians) a strategic and loyal partner? How happy are they with the affiliation with you? What do they like and what can be improved, enhanced?
Donor Surveys: Another internal market is the contributor/donor. Cultivating their loyalty by communicating through donor research is a great way to have continuous giving, grow the size of gifts over time, and capture new markets of donors who “look" like the current donor population.
Patient Satisfaction Studies have been conducted for inpatient care, outpatient services and Emergency department usage. We also analyze on a quarterly basis Press Ganey and HCHAPS data for hospitals and compare their ratings to peer groups, track performance over each quarter and provide a written report. We have the ability to drill down patient satisfaction data to earmark sources of patient dissatisfaction so that changes can be institutionalized.
Program or Service Evaluation Studies These are focused on key service areas where hospitals want to retain or grow market share. Some include Inpatient services, Obstetrics, Gynecology, Pediatrics, Human Resources, Imaging, Orthopedics, Behavioral Health, Radiology, Occupational Medicine, Surgery, Pathology, Emergency and ambulatory care. Data provide objective feedback, identify strengths, suggest areas for improvement, create public relations opportunities, build image, instill employee motivation, and develop new ideas for revision and enhancement. Essentially, these studies assess if your performance levels are meeting consumer expectations so that you can maximize growth and retention.
Image and Awareness Studies These are scientifically conducted random sample surveys of primary and secondary markets to determine hospital image vis a vis the competition. What is your image in the eye of the consumer? Has it changed for the better, or has it declined. How does it compare to your competition? What are your strengths and weaknesses, and what are your competitors'? Which are your most loyal and most fickle market segments?
Marketing Communications Audits Any investment in marketing communications that a hospital makes to build awareness, enhance its image, and generate market share growth should be assessed in terms of its effectiveness. Did the special event achieve its goal? Did the TV or news advertisement reach a target audience? Did the brochure on the new service area build awareness? These questions can be answered by smart research done post implementation.
Demographic Analyses The sizes of your target primary and secondary markets are important in strategic decisions. In addition to size, the change in size (growth or shrinkage) is vital to a hospital's health and well- being. We also can analyze CHIME data and analyze it by month, town, hospitals and other factors important to market share retention.