SHB logo graphic.pngMarket Research

Smith Hager Bajo believes in the assessment of all customers in the healthcare system, including the clients, physicians, healthcare professionals, virtual or member relationships of the system, employees, managed care/third parties, and employers.

Methods of market research should be chosen to ascertain the best results and highest data integrity. These methods include: telemarket surveys, written surveys (i.e., in physician offices or via employee paychecks), mall/lobby intercepts, focus groups, and forums.

Complementary data such as regional and national comparisons should be used when available. Market research on the Internet is still a new science and is not subject to the necessary randomness at this time.

The primary reasons to conduct continuous and periodic market research are to:

  • Ascertain the image, points of differentiation, and status of a health system/product/service with the population surveyed
  • Check the pulse of the target population relative to their decision-making criteria about which health services they use and how often they might use them, under stratified, and variant assumptions (i.e., convenience, cost, value, etc.)
  • Gather/test information on those aspects of the brand identity that are to be actively communicated to the public/target population
  • Gather information on misconceptions about services, the brand identity, or the sub-brands of a system brand, so that clarity and synergistic strategies can be developed
  • Gain insight and knowledge about the needs and desires of the customer
  • Gauge the demand-barometer of new services, costs/payment for those services, price sensitivity levels for out of pocket payment of services, potential volume use of those services, and recommendation for those services
  • Gather information from the target customer about ideas they might have for the practical implementation of a service that increases the guarantee of success
  • Identify service opportunities that will drive all system businesses, both by triggering responses and also by collecting extemporaneous responses to open-ended questions
  • Measure the degree to which a service might drive another service (i.e., a "loss leader" might significantly influence the increased purchase a high margin product)
  • What services/products are perceived as missing in the community or not to the level that would be expected by the targeted population
  • Test the importance of a variety of factors, such as cost, managed care compliance, one-stop shop, convenience, parking, security & safety, modern facility, reputation of physicians, and importance of tertiary care availability