If you are a healthcare organization trying to assess your awareness and image among the community, one thing is certain: you cannot do it alone. If you personally sponsor a survey and market it to the community your results will not be representative or truthful. Involving a third-party who can separate your brand from the study to make the entire process blinded is crucial.
Research shows respondents are more likely to be upfront and honest about a topic or a brand through an independent survey company. It disconnects any preconceived notions or thoughts from the survey and provides a random and unbiased methodology.
Learn more about the community survey conducted for a healthcare provider in the Syracuse area below.
Interested in testing the awareness, image, and likelihood to consider your healthcare institution in your community? Use an online survey with a third-party market research company.
Objectives
A local healthcare provider organization hired Drive Research to conduct community perception market research. The market research study aimed to provide the client with the necessary data to better understand community awareness, image, perception, and other secondary objectives. The data and findings from the market research provided the client with unbiased, credible, and representative views of its target market. The market research will fuel branding, marketing, and strategy for the client.
Learn more about the key performance indicators (KPIs) your brand should be measuring in the community here.
Approach
To address the objectives at-hand, Drive Research utilized a multi-phased approach with the core market research being focused on community perception. This included an online survey to the community (Phase I) and follow-up community focus groups (Phase II). This case study details the process from Phase I of the market
research.
For the online survey, Drive Research targeted the relevant market area for the client which was a specific mile radius around the office locations in Auburn, NY. Fieldwork began on Wednesday, August 29 and lasted until Monday, September 17, 2018 (about 3 weeks).
The survey was shown to a random population of users on Facebook who fit the targeted profile for the survey. The survey consisted of 19 questions and took respondents 3 to 5 minutes to complete. A total of 201 responses were collected.
A probabilistic random sample of 201 incurs a margin of error of +/- 6.7% at the 95% confidence level. This means if the survey were conducted with a random population 100 times, 95 out of 100 times results would yield within +/- 6.7% of their stated totals.
Outcomes
The results and outcomes of the market research remain confidential with the client. Here is an overview of the survey questions used in the market research. The questions were abbreviated for the purpose of this case study.
① Primary or shared decision-maker for healthcare decisions in your household?
② Which one organization or doctor’s office in your area comes to mind first?
③ Which of the following healthcare organizations or practices are you aware of?
④ Single word or phrase comes to mind when you think of each of the following?
⑤ What is your perception of each of the following?
⑥ Explain the rating for the brand?
⑦ Explain the rating for the other brand?
⑧ Are you aware the two organizations and brands are affiliated?
⑨ Does this affiliation change your opinion of the healthcare organization?
⑩ Services aware of the client offering?
⑪ Seen or heard information about the client?
⑫ Factor(s) matter most to you when selecting a provider for healthcare needs?
⑬ Consider the client for your needs?
⑭ Ever been a patient at the organization?
⑮ Which of the following best describes your age?
⑯ What is your ZIP Code of residence?
⑰ Do you currently work for any of the following?
The following 6 objectives were addressed for the client in the themed executive summary. The detailed report also included an infographic, respondent persona, and an appendix of question-by-question results.
① What is the awareness of healthcare organizations and practices in the area?
② What is the perception of healthcare organizations in the area?
③ What drives perception and the affiliation?
④ What service(s) offered by the client is the market aware of?
⑤ What factor(s) matter most when choosing a healthcare provider?
⑥ What is the profile of survey respondents?
Contact Our Market Research Company
Drive Research is a market research company located in Upstate New York. We work with healthcare organizations across the country to assist with brand equity and awareness studies.
Want to learn more? Contact us below.
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Text us at 315-303-2040