Research Presentation

Modest Research Reaps Big Marketing Benefits AMA Health Care SIG

Lyn Wineman President & Owner Wineman Communications Group Director of Marketing Tabitha Health Care Services 22+ Years of Health Care Marketing Experience BryanLGH Medical Center, BryanLGH Heart Institute, LifePointe York General Hospital Nebraska Heart Institute Beatrice Regional Medical Center Advanced Medical Imaging Legacy Vetter Health Services Tabitha Health Care Services

Overview Understanding the needs, concerns, and motivations of your target audience is key to developing effective marketing and communication strategies. Yet, in today’s economy many healthcare organizations are hesitant to conduct the research necessary to gain these crucial insights because of budget constraints. This presentation will demonstrate how research insights can be used to create effective marketing communications and explore various economical, yet effective research options. As marketers, if we are not in touch with the motivations of our target audience we are not able to do our jobs effectively.

When to invest in Research Before making a significant change in your business model. Before making a significant marketing expense. (If you are going to launch a million dollar marketing campaign – it is not unreasonable to spend $25,000 to $100,000 on research) If you are being compensated based upon metrics related to the success of a campaign. If you do not feel comfortable conducting the research on your own.

Cost-Effective Research Techniques In-depth Interviews Focus Groups Quantitative Surveys Secondary Research Competitive Research Communications Audit Qualitative research generally takes the form of a discussion. You speak with fewer people and seek out ideas, concepts and reactions. Quantitative research is mathematical. It helps project the percentage of an audience that is likely to react in a specific way. For accuracy, larger representative samples are necessary.

In-depth Interviews Fifteen to twenty minute interviews with important members of your audience. Identify a list of contacts, 3x the total that you need. Interview 6-8 people per audience. Establish a list of questions. Challenge yourself to understand how you will use the feedback for each question. Set appointments and send questions in advance. Always discuss the answers, even if the subject has typed their responses. Record the session for reference, do not transcribe. Take good notes and fill in the blanks once the interview is completed. At the end of the interview, ask if you can use quotes for future marketing efforts. What is it: Tips & Tricks When do you use it: ,[object Object],[object Object]

When you want to explore ideas or have members of your audience help brainstorm solutions.,[object Object]

When your audience would prefer to answer anonymously.,[object Object]

When you don’t have the budget to do your own research.,[object Object]

Avoid the urge to be reactionary – stick to your plan.,[object Object],[object Object]

Research Presentation

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