Below are three case studies that offer insights into our processes:
Case Study: Using MaxDiff to Understand Hospital Choice
Research Objectives and Methodology
A large health system was interested in understanding residents’ awareness of and attitudes toward the system. They also wanted to develop a detailed understanding how they could effectively differentiate themselves from competitors on the key dimensions that drive hospital choice.
In order to understand the key drivers of hospital choice in this system’s market, we used a MaxDiff approach. We worked with the client to develop a list of 10 attributes that drive hospital selection. Those attributes were presented in groups of four and residents were asked which attribute in each group was most appealing and which was least appealing. The resulting data enabled us to identify the relative importance of each of the attributes to area residents.
In addition, area residents rated hospitals and health care organizations with which they were very familiar on these and other key drivers of a hospital’s overall image.
- Research Findings
The research found that the quality of physicians and reputation of the hospital were most important to residents in choosing a hospital. This is not to say that the other attributes were not important, but that these were the ones that were most appealing.
On the other hand, the data revealed that residents were less interested in whether a hospital was a teaching hospital and/or an academic medical center. Although these two attributes were perceived as least important, they can indirectly affect perceived quality and contribute to the hospital’s reputation.
When combined with residents’ ratings of the health system and its competitors, our client gained a nuanced understanding of the competitive marketplace and where the system needed to focus in order to complete more effectively.
- Recommendations
Because the quality of physicians and reputation of the hospital are most important to residents when choosing a hospital, those attributes should be the focus of the system’s marketing strategy and tactics. Stories told by the patient or patient family are very impactful, so encouraging and harnessing social media activity to spread this message can be an effective way to improve the reputation of the system’s hospitals.
We also recommended that the system build on the reputation of its physicians by showing the ways in which its physicians are both competent and compassionate. For example, it would be important to highlight physicians’ credentials and communicate the ways that doctors and nurses go above and beyond to provide outstanding care.
Case Study: Patient Journeys for Selecting a Specialist
Research Objectives and Methodology
An academic medical center and a full-service community hospital that are part of the same health system were embarking on a website redesign and were interested in understanding how to use the new website to drive the care of patients to the appropriate hospital. In order to do so, they needed to understand the patient journey for medical care, with a focus on how patients make decisions about where they receive care.
The specific objectives of the research were to map out the patient journey, including which options patients consider and how patients decide which provider to use. We also were tasked with developing personas to represent the journeys of different groups of patients.
For this study we conducted an online survey with key stakeholders who had used the website and held focus groups with residents in the area. Focus groups are an ideal method for understanding how people make decisions about healthcare and what factors influence them.
- Research Findings
The research found that this hospital’s patients could be divided into three primary segments: those with a severe condition who are internet-savvy, those with a severe condition who are not internet-savvy, and those with a less severe condition.
Patients with a severe condition who were internet-savvy often performed methodical research. Their journeys generally began with a visit to the patients’ primary care physician (PCP). That led to a referral from their PCP, who was a key driver in their choice of where to receive additional care. The patients then spent time confirming the specialist’s hospital affiliation, soliciting recommendations from others with the same condition, and some went as far as interviewing possible specialists before making a selection.
The second group also had a severe condition but were not comfortable in their own ability to find useful and accurate information online. After the initial recommendation from their PCP, they would often turn to friends or family for confirmation or additional recommendations.
The third group relied most heavily on their doctor’s recommendation. Most had less severe conditions and their journeys were less variable. They would make quick decisions about which hospital to use for their care based on the trust they have in their PCP. They might perform a quick web search or check with their friends or family but tended to accept confirmatory information and quickly disregard alternative options, allowing them to make a quick decision.
- Recommendations
Our client should position their new website as a quick and easy place for patients to find information related to the hospital and their doctors. Even for those patients who are less-inclined to perform a web search, their friends or family might perform one on their behalf. If patients or their family can easily find and get answers to their questions on the hospital’s website, this would be of benefit to patients with both severe and less severe conditions. Since patients value an unbiased perspective, we recommended that the system consider including links to third party ratings websites and to current peer-reviewed articles distributed or published by the hospital and its physicians.
In addition, since PCP referrals were a catalyst in all patient journeys, we recommended the hospital strengthen the relationships between its specialists and PCPs.
Case Study: Using agile research to rapidly and continuously gain insight into patient perceptions
Research Objectives and Methodology
While developing expansion and renovation plans for their community hospitals, two of our clients recognized the potential benefits of including input from patients throughout the process. Given the nature of planning for and implementing expansion and renovation projects, these clients recognized that they wanted to gather the patient’s perspective on an ongoing basis, and wanted immediately-usable results.
In partnership with these clients, we decided that an agile research approach – wherein data are continuously gathered and presented, ultimately to shape future questions – was optimal. We developed two approaches: in one, we created an online community of patients who had recently interacted with the hospital, who agreed to provide feedback on renovation-related projects over time. For the second approach, we established a panel of over 1,200 patients who agreed to complete surveys or participate in other research related to the hospital. In both cases, within a few days of identifying a topic we have been able to gather input, synthesize patient insights into a top-level report, and provide that report to our client, providing them answers to their questions as well as guidance for future topics.
Research Findings
Using an agile research approach, we have been able to provide these clients with feedback on how to communicate about the renovation plans, specific insights on patient preferences regarding aspects of the renovation, and input on specific marketing pieces.
