ATTITUDES TOWARD AFTERZONE Presented by Dr. Julie Pokela February, 2010.
Presented by Julie Pokela, Ph.D. and Andie Bogdan
description
Transcript of 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
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Objectives
Innovative qualitative research tools
Build advisory panels
Use research to develop service lines
Use research to build cooperation between departments
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Henry Mayo Newhall Memorial Hospital
First “Center of Excellence”
Overcome “silos”
Customers’ experiences
Long-term relationships
Continual improvement
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Methodology
Research process : 2 sets of online focus groups
An online survey
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Online Bulletin Board Focus Groups: Process
Goals
Screener
Guide Profile Social networking features
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Online Bulletin Board Focus Groups: Sample Interface
Display questions, pictures, screenshots, video, websites
Show
Tell
Vote
BrowseWatch
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Online Bulletin Board Focus Groups: Sample Profile
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Online Bulletin Board Focus Groups: Sample Uploaded Images
This is a picture of me and my
family at an afternoon family get together. Family is very important
to me.
We usually grill out on the barbeque every weekend. It’s a great time to relax
with my family and spend some needed time together.
We eat burgers and hot dogs, but I especially
like a good brat!
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Online Bulletin Board Focus Groups: Process
Recruiting Typical process
Incentives Henry Mayo
Time commitment
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Online Bulletin Board Focus Groups: Process (cont.)
Moderator process
Observers
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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.
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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.
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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
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Online Bulletin Board Focus Groups: When Not to Use
Very exploratory
Very sensitive topic
Need for non-verbal responses
Group dynamic/intimacy
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RESEARCH FINDINGS AND ACTIONS TAKEN
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Key Findings: Hospital
ER services
Facilities
Wait times
Patient preparation
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Key Findings: Services and Amenities
Ideal physical space
Access to nutritionists
Access to support groups
Access to complementary therapies
Breast cancer boutique
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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
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Key Findings: Marketing (cont.)
Audience identificationMessage prioritiesReactions to websitesDecisions made
Marketing Decisions: Brand Hierarchy
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Sheila Imaging Center
HM Surgery Center
“Sheila Breast Center”
Rad OncRad OncSurgeons
Surgeons
Local SupportLocal
Support
RadiologistsRadiologistsMed OncMed Onc
PathologistsPathologists
OBGYN
OBGYNPCPPCP
Henry Mayo
Key Findings: Website
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Branding decisions Authenticity
Key Findings: Website
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Decisions: Website
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Decisions: Marketing (cont.)
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Key Findings: Advisory Group
Bonding among participants
Interest in being part of group
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ANCILLARY BENEFIT OF RESEARCH PROCESS
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Added Benefits
Service line “boot camp”Team buildingPhysician relations
Considerations
Readiness Follow-up Partner
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Speakers
Julie Pokela, Ph. D.PresidentMarket Street Research, [email protected]
Andie BogdanDirector of Planning, Marketing & Public RelationsHenry Mayo Newhall Memorial [email protected]