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Marketing Research Articles Related to the Health Care Industry

Marketing Research Articles Related to the Health Care Industry

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Focus groups provide health plans feedback

Published
December 1987
Author
Quirk's Staff
Abstract
Corporation-provided health care can present long-term problems for many companies. The research department for Nashville-based EQUICOR EQUITABLE HCA Corporation, an employee benefits company that sells group benefits and managed health care products, employed focus groups to figure out the most effective way to provide long-term health care insurance products.

Research boosts knowledge of laser surgery

Published
July 1987
Author
Quirk's Staff
Abstract
Patients can have a hard time keeping up with the latest trends in the health care industry, so when Kendrick Colon & Rectal Associates, an Indiana-based outpatient group practice, introduced a new form of laser surgery, many people who could have benefited were left unaware. After surveying both staff and patients, the company launched print advertisements and patient brochures that increased awareness of the new procedure.

Research shows medical publication 'listens'

Published
June 1987
Author
Quirk's Staff
Abstract
Medical Economics, a magazine published by Medical Economics Co. Inc., Oradell, N.J., isn't just interested in reporting on medical topics. The magazine also conducts extensive research to find out what matters to the medical community.

A strategic technique for health care product positioning

Published
June 1987
Author
Quirk's Staff
Abstract
Questions of pricing and pricing strategy are difficult for health care marketers. Several strategies have emerged to deal with price elasticity.

Research provides vision for eye surgery center

Published
June 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Before airing commercials, executives at Eye Care and Surgery Center in Baton Rouge, La., turned to marketing research as a guide. What they found was information that allowed them to effectively connect with potential customers.

Changes in health care prompt clinic to use market research

Published
June 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
In an increasingly competitive health care industry, clinics like Park Nicollet in Minnesota are finding that market research can be invaluable. Mail surveys and one-on-one interviews are some of the techniques the clinic has used to gauge the marketplace.

Research assures short move is smooth one

Published
June 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
When a Midwestern clinic moved into a new facility, the clinic turned to marketing research firm Minnesota Medical Services Corp. (MMSC) to ensure a smooth transition. MMSC used a variety of research methods to work out any kinks before the clinic reopened its doors.

Comparative data retrieved with on-line system

Published
June 1987
Author
Quirk's Staff
Abstract
BaseLine, an on-line interactive and comparative data product from the Commission on Professional & Hospital Activities (CPHA), is helping health care companies stay competitive with user-friendly comparative data. The product taps into CPHA's national database and the Michigan Terminal System, allowing health care companies to compare trends, patterns, and individual performance.

Consulting services provide hospitals with marketing expertise

Published
June 1987
Author
Quirk's Staff
Abstract
With the changes in reimbursement practices and competition among hospitals gaining in importance in the last few years, it has become increasingly evident that hospitals of all sizes require marketing expertise. Some have met this need by hiring on-staff marketers, while others have turned to marketing firms.

Health care research valuable, underutilized

Published
April 1988
Author
Hale T. Chan
Abstract
"Probably one of the most neglected parts of marketing in today's health care industry," according industry expert Hale T. Chan, "is the area of market research." As the corporate director of marketing at St. Mary of Nazareth Hospital, Chicago, Chan has used mail questionnaires and patient satisfaction surveys to develop more effective planning and promotional strategies.

Microcomputer mapping aids health care marketers

Published
June 1988
Author
Quirk's Staff
Abstract
Microcomputer mapping has become an indispensable planning and marketing tool for many health care marketers who are faced with decisions based on geographic data. The article describes how this has been used to reach patients and physicians. It also explains requirements for creating thematic maps.

Research service satisfies businesses' information needs

Published
June 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
This article describes how various businesses have taken advantage of FIND, a worldwide information and research service. FIND has four divisions: quick information service, strategic research division, published studies, and information catalog.

Data Use: New findings with old data using cluster analysis

Published
February 1990
Author
Tara Thomas
Abstract
Using a cluster analysis process, researchers re-analyzed five different data sets in order to determine to determine to determine whether or not definable market segments exist in the health insurance consumer market and whether segment preferences are reflected in product choices.

Field testing the National Health Interview Survey evaluation questionnaire

Published
January 1990
Author
Quirk's Staff
Abstract
This article describes a three-phase testing process of a revised questionnaire. The researchers used a combination of qualitative observations of interviewers as well as quantitative analysis comparing the revised questionnaire with the original.

Extensive data analysis keeps a Michigan health care provider competitive

Published
January 1990
Author
Quirk's Staff
Abstract
St. Joseph’s Health Network used the Baxter Healthcare Corp.'s Market Model software package, which integrates internal and external databases to generate market projections of area and hospital admissions-in conjunction with other data sources, to perform strategic planning tasks, monitor the strength of existing care programs and analyze the potential of new ones.

Patients tell a New York hospital that its service matches its strong reputation

Published
January 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Discharged patients from Belleview Hospital were contacted by telephone two weeks after the end of their stay to take a three-minute patient satisfaction survey on their impressions of the hospital's service. The survey included categorical, interval-scale, and open-ended questions. Results from phone survey will be used to refine its written survey distributed to patients.

Study gathers physicians' reactions to pharmaceutical sales forces

Published
January 1991
Author
Barbara McAulay
Abstract
Total Research Corporation conducted a phone survey of primary health care physicians to determine their reactions to pharmaceutical sales forces. The article reviews findings related to increases in sales representatives; time spent with sales representatives; reactions to co-promotion; which companies call on the same physicians; and which sales representative services are valued most by physicians.

CIGNA uses an ongoing patient satisfaction study to tailor service of its health plans

Published
November 1991
Author
Quirk's Staff
Abstract
The Employee Benefits Division of the CIGNA Corporation conducted an ongoing patient satisfaction survey using phone interviews with its members. The goal was to assess members’ satisfaction with their primary care physicians in order to help CIGNA identify tangible ways to improve service.

Stiefel Laboratories hopes updated packaging will attract new users without alienating current consumers

Published
October 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Using customer surveys, Stiefel Laboratories discovered that some of its soap users purchased the product on impulse rather than on a doctor’s recommendation. With the goal of increasing these impulse buys, the tested two new potential packaging designs. Using a simulated store shelf planogram, researchers determined how quickly the Oilatum box was seen and how long respondents looked at it. Consumers then viewed the designs separately to determine the points on the packaging they noticed first, second, etc. The researchers used eye tracking and verbal interviews to collect data.

Research helps a rural Arizona hospital through a bond election and beyond

Published
January 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
To determine its marketing efforts, Yavapai Regional Medical Center in Prescott, Ariz., uses a regular cycle of surveys to gauge community awareness and perceptions of the hospital. In addition to surveying community members, it also conducted patient satisfaction surveys.