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Marketing Research Articles Related to Research with Hospitals

Marketing Research Articles Related to Research with Hospitals

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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.

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.

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.

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.

Forest Hospital uses statistical analysis to develop effective quality measures

Published
January 1992
Author
Quirk's Staff
Abstract
Mental health professionals today must show that a particular treatment consistently for individuals with similar diagnoses. Increasingly, they must validate their work with reliable statistical research. Forest Hospital conducts a wide range of survey studies covering issues such as patient satisfaction, day treatment outcome, out-patient outcome. To analyze the data from these studies, the hospital uses SPSS/PC+ software.

Consulting the maps

Published
January 1992
Author
Quirk's Staff
Abstract
Main Line Health, Inc. analyzes its data from various survey studies by utilizing computer mapping software combined with statistical analysis techniques to identify geographic patterns. This information is then used to help decide issues such as which hospitals to include in its network and which physicians to recruit and where to place them.

Focus gruops give a Dallas hospital insight into men's attitudes toward health care

Published
January 1993
Author
Quirk's Staff
Abstract
Focus groups give a Dallas hospital insight into men's attitudes toward health care.

Customer satisfaction research in the physician's office

Published
October 1997
Author
David Drachman
Abstract
In an effort to keep waiting rooms filled, University HealthSystem Consortium, an alliance of 78 academic health centers, used standardized mail questionnaires to monitor outpatients' perceptions of their experiences.

Research leads Nebraska health network to focus on speed of service in its ads

Published
March 1998
Author
Joseph Rydholm, Quirk's Editor
Abstract
University Medical Associates used focus groups to guide its new "15-minute, no-wait commitment" campaign for radio and print.

Hospital system uses a time and distance analysis to plan for inpatient obstetric services

Published
June 1998
Authors
Anthony Stanowski and Sharon B. Dajnowski
Abstract
Main Line Health used an analysis of the mean travel time and distance of patients to each of its three facilities to determine resource allocation.

Using motivational research to shape a cardiac center's ad campaign

Published
March 2002
Author
Jennifer Hirt-Marchand
Abstract
St. Elizabeth Health Center used in-depth one-on-one interviews with target audiences in the development of advertising to increase consumer preferences and decrease out-migration for cardiac care.

University of Michigan Medical Center turns to usability testing to fine-tune an informational Web Site on colorectal cancer

Published
June 2002
Authors
Debra Power, Michael D. Fetters and Mack T. Ruffin
Abstract
The University of Michigan Medical Center conducted focus groups in its development of a Web site about colorectal cancer.

Analyzing satisfaction data in the health care setting

Published
June 2004
Author
Patrick Quinlan
Abstract
The nature of the relationship between service quality and satisfaction has been historically undefined. By understanding their combined impact on intent to purchase could provide great insight. Using a rural Michigan hospital as an example, the author explores how research was used to measure patient expectations of hospital performance.

How to re-brand a hospital

Published
June 2004
Author
David Kay
Abstract
Discusses the role of research in obtaining the input of the many stakeholders affected by the decision to re-brand a hospital.

Effective patient satisfaction research requires multiple survey instruments

Published
June 2004
Author
Nancy Cook
Abstract
Multiple survey instruments assessing organizational performance in a range of areas will have a far greater impact on improving a hospital’s level of service quality than a patient satisfaction survey alone.

A guide to developing a CRM process in the health care setting

Published
June 2005
Author
Nancy Paddison
Abstract
This article covers the process of applying customer relationship management techniques in the health care setting, using CRM as a support for strategic planning, building loyalty and promoting organizational strengths.

Research on Kaiser Permanente ads explores influence of language preference

Published
April 2006
Authors
Don Bruzzone and Jack Bookbinder
Abstract
Analyzes research conducted for Kaiser Permanente on the influence of language on the effectiveness of its $100 million “Thrive” marketing campaign.

Research lays foundation for hospital’s non-traditional ad campaign

Published
June 2006
Author
Robin Segbers
Abstract
Akron Children’s Hospital used telephone research and focus groups to determine the most effective messages to communicate in a new ad campaign. The hospital’s clinical excellence in high-acuity service areas was chosen as one of the attributes to promote.