Background: Recently, a hospital client partnered with Research and Marketing Strategies, Inc. (RMS) to conduct a telephone survey among residents living in the hospital’s primary market area (PMA) to determine community awareness and perception of the facility. The study also aimed to identify consumer preferences regarding healthcare delivery awareness, usage, needs, and unmet needs. The survey inquired about satisfaction with visits from past patients to understand what is considered when rating the hospital.
Approach: In order to obtain the desired information, RMS conducted a community-wide telephone survey among a sampling of households within the hospital’s primary market area (PMA). RMS collected a total of 611 surveys ensuring the results were statistically significant with a low margin of error. The extensive data allowed for segmentation and cross-tabs (by county, age, gender, etc.) RMS utilized its in-house call center QualiSight, to administer a telephone survey (approximately 10 minutes in length). RMS used a sweepstakes of three $100 gift cards to encourage participation. Respondents were screened to ensure: (1) they were the healthcare decision-maker in the household; (2) did not work for an applicable industry that would bias the research; (3) were aged 18 or older; and (4) lived in one of the 17 PMA ZIP Codes. The margin of error for this study at the 95% confidence interval was +/- 3.95% (all numbers stated in this report could vary by as much as 4% if the survey were conducted again with a new random sample of 611 respondents.)
- Awareness of the hospital was very strong. Over half (56%) of respondents in the primary market area (PMA) for the hospital mentioned it top of mind, as the first hospital that came to mind. Overall awareness of the hospital in the PMA stood at 98% and was the highest with younger populations (those aged 44 and below).
- The majority of market area residents referred to the hospital as its former name rather than its new name it undertook approximately 18 months before this study.
- Preference for the hospital was strong in the immediate area as 28% of respondents chose it as their hospital of choice (higher than any other entity). Service preference for the hospital centered around less-invasive and more immediate services such as ER, urgent care, and lab services. Preference for the hospital was strongest with younger age groups (aged 34 and below), however this audience was less likely to tout the hospital’s services due to no personal experience(s).
- About half (53%) of all respondents in the PMA for the hospital have seen or heard something about the hospital in the past six months. Most information is gleaned through news stories and word of mouth. These sources are what non-patients of the hospital are using to form their impression and likelihood to recommend the hospital. Advertising and marketing done by the hospital did have a positive impact on the respondent’s likelihood to recommend the hospital.
If you are interested in a hospital image and awareness survey contact our firm Research & Marketing Strategies (RMS). You can reach our healthcare team by contacting our Director of Business Development Sandy Baker at SandyB@RMSresults.com or by calling 1-866-567-5422.
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