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Presented by Julie Pokela, Ph.D. and Andie Bogdan

Healthcare Marketing Research 2.0: How Social Networking Research Applications Can Inform Development of Centers of Excellence. Presented by Julie Pokela, Ph.D. and Andie Bogdan. Objectives. Innovative qualitative research tools Build advisory panels Use research to develop service lines

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Presented by Julie Pokela, Ph.D. and Andie Bogdan

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  1. Healthcare Marketing Research 2.0: How Social Networking Research Applications Can Inform Development of Centers of Excellence Presented by Julie Pokela, Ph.D. and Andie Bogdan

  2. Objectives • Innovative qualitative research tools • Build advisory panels • Use research to develop service lines • Use research to build cooperation between departments

  3. Henry Mayo Newhall Memorial Hospital • First “Center of Excellence” • Overcome “silos” • Customers’ experiences • Long-term relationships • Continual improvement

  4. Methodology • Research process : • 2 sets of online focus groups • An online survey

  5. Online Bulletin Board Focus Groups: Process • Goals • Screener • Guide • Profile • Social networking features

  6. Online Bulletin Board Focus Groups: Sample Interface

  7. Online Bulletin Board Focus Groups: Sample Profile

  8. Online Bulletin Board Focus Groups: Sample Uploaded Images

  9. Online Bulletin Board Focus Groups: Process • Recruiting • Typical process • Incentives • Henry Mayo • Time commitment

  10. Online Bulletin Board Focus Groups: Process (cont.) • Moderator process • Observers

  11. Online Bulletin Board Focus Groups: Sample Transcript • What needs should a Breast Health Navigator meet? • 3.4.10 Let you know what to expect, from diagnosis to surgery and after treatments. I just came from my radiation treatment and had some concerns. All the nurse said was that the side effects are happening early to me. I should be having these later on in the treatment. I did not even know what to expect. • 3.4.14 First focus their attention on the newly diagnosed patient who is scared and confused. The BHN should be able to give information on choices that the patient has. They should try and keep communication with them throughout the whole treatment series because there are so many questions that come up.

  12. Online Bulletin Board Focus Groups: Sample Transcript (cont.) • 3.4.15 I think that upon diagnosis of breast cancer, that's when the real need presents itself. It may range from everything to assistance with health insurance issues...Q & A's to personal needs like support groups, financial guidance, resources available, meals or rides if there isn't a family or friend support system in place. The list is endless and varies with the individual needs of the patient. • 3.4.9 What I needed when I was first diagnosed was someone that could explain what was ahead for me. At first I didn't know what to ask. Then I would go home and wonder and not have anyone to ask. I think it would be great if you could e-mail them questions so you could get an answer in a timely manner.

  13. Online Bulletin Board Focus Groups: When to Use • Geographic dispersion • Difficult recruits • Low incidence recruits • Lack of homogeneity • Two-way multimedia • Save travel costs • Can observe from work or home

  14. Online Bulletin Board Focus Groups: When Not to Use • Very exploratory • Very sensitive topic • Need for non-verbal responses • Group dynamic/intimacy

  15. RESEARCH FINDINGS • AND ACTIONS TAKEN

  16. Key Findings: Hospital • ER services • Facilities • Wait times • Patient preparation

  17. Key Findings: Services and Amenities • Ideal physical space • Access to nutritionists • Access to support groups • Access to complementary therapies • Breast cancer boutique

  18. Key Findings: Marketing • Breast Center of Excellence • Quality measures • Time between: - Diagnostic - follow-up tests - Needle biopsy - surgery - Needle biopsy/surgery - pathology results • Shared decisions

  19. Key Findings: Marketing (cont.) • Audience identification • Message priorities • Reactions to websites • Decisions made

  20. Marketing Decisions: Brand Hierarchy Henry Mayo OBGYN Sheila Imaging Center “Sheila Breast Center” PCP Pathologists Med Onc Radiologists RadOnc Surgeons HM Surgery Center Local Support

  21. Key Findings: Website • Branding decisions • Authenticity

  22. Key Findings: Website

  23. Decisions: Website

  24. Decisions: Marketing (cont.)

  25. Key Findings: Advisory Group • Bonding among participants • Interest in being part of group

  26. ANCILLARY BENEFIT OF • RESEARCH PROCESS

  27. Added Benefits • Service line “boot camp” • Team building • Physician relations

  28. Considerations • Readiness • Follow-up • Partner

  29. Speakers Julie Pokela, Ph. D. President Market Street Research, Inc. 413-584-0465 jpokela@marketstreetresearch.com Andie Bogdan Director of Planning, Marketing & Public Relations Henry Mayo Newhall Memorial Hospital 661-253-8062 bogdanae@henrymayo.com

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