Article by Molly Burke, RMS Research Analyst –


A hospital recently partnered with Research & Marketing Strategies, Inc. (RMS) to conduct market research regarding its image and awareness. The client wanted to explore the community’s perception of their hospital compared to other regional health centers. This was achieved by collaboratively developing a telephone survey that was administered directly to residents within the hospitals Primary and Secondary Market Areas. The survey was administered via random telephone sampling approach.


The main objective of this market research study was to understand the community’s perception of this hospital and general awareness of its brand. The hospital also hoped to find ways to improve its advertising/marketing and community outreach efforts.

Based on the survey results, the client ultimately developed strategies to improve its advertising/marketing and community outreach efforts. The market research provided key insights to the hospital they could act upon to engage their community further.


RMS administered a brief mixed-mode survey (web and phone). The survey instrument was developed collaboratively with RMS staff and a designated client project team. It consisted of key questions of different types, including open-ended, single, and multiple-choice questions. The research gathered information from the community about:

  • Which regional hospital they choose to go to;
  • Why they choose to go to that specific hospital;
  • General awareness of the specialties and programs available at the hospital;
  • Their perception of the hospital staff, technology, and services.

The survey was administered via random telephone sampling purchased to target community members in the hospital’s primary and secondary market areas. RMS analyzed the data using descriptive statistics and then reported the findings to the client in the aggregate which maintained confidentiality among the sampled community members.


The data analysis revealed that, overall, the community is well aware of the services and programs the hospital offers. The main reasons community members choose to go to this hospital are because of the location as well as the high-quality staff. The research revealed that there was room for improvement in the hospital’s equipment and technology since many community members cited going to other hospitals for that very reason. The findings from this market research provided the client with key insights into how to increase engagement with the public and improve upon the services they offer. It also enabled the client to further highlight and promote the great services they are providing to the community.


After analyzing the results of this image and awareness survey, RMS provided the client with a detailed report which included the analysis of each question and delivered several key recommendations to help them achieve their stated goals. Through the data analysis, RMS provided the client with important information and actionable steps that can be taken which will help the client improve their services and maintain a strong relationship with their community.

Relational RMS Blogs:

How to Overcome Common Barriers to Employee Satisfaction Surveys
Satisfaction Surveys for the Win
8 Benefits of Using an Employee Survey

About the Author – Molly Burke

Molly supports the design, administration, and analysis of RMS Research Analytics Division projects works to ensure that all reporting follows RMS guidelines for quality and leverages her industry knowledge to enhance recommendations, particularly for RMS healthcare clients.


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About RMS

Research & Marketing Strategies, Inc. (RMS) is a full-service market research firm in Central New York. Formed in 2002, RMS helps organizations that are looking to know more about their customers and/or potential customers. They conduct surveys, focus groups, mystery shopping, studies and analysis. Each project is customized and gets personal attention by the best in the business. RMS has a reputation for getting results and offers an independent means to conduct telephone, on-line and mail surveying, In-depth interviews, intercept interviews, and participant recruitment as well as focus group hosting through QualiSight, its onsite call center and focus group facility. Taking advantage of the region’s reputation for being a great market study barometer, RMS recruits and moderates for focus groups, community forums and town meetings.