RMS Hospital Case Study: An Image, Awareness & Community Perception Study
Article by Katya Dashkevich, RMS Research Associate –
Recently, a hospital contacted RMS to conduct an image, awareness and community perception study. Respondents were asked about their general awareness of healthcare services and overall satisfaction with area hospitals and medical services provided in the primary and secondary market areas (PMA and SMA), including specific ZIP Codes in the counties that they primarily serve.
Methodology
RMS and the client partnered to design a custom survey that included ranking, multiple-choice, Likert-style, and open-ended questions. RMS then sampled residents in the primary market area and secondary market areas. RMS first surveyed its eligible ViewPoint panel members and residents in the primary market area and secondary market area from a purchased sample list and then promoted the survey to eligible respective community organizations. The survey itself was blinded, meaning that the respondents were not aware of the organization that was conducting the survey.
With our conclusion of the awareness survey, we were able to learn that:
- Our client was the most well-known hospital within its primary market area
- Our client was rated as the 2nd best healthcare facility in the region
- Patients that have visited our client have had positive experiences, but for those who have never gone to this facility, they have not heard much about the facility, and they know little about what the hospital has to offer.
- The main barriers to obtaining healthcare services in the market area are:
- 1) lengthy wait lists,
- 2) services not available, and
- 3) inability to get a timely appointment.
- Throughout the region, specialty care is difficult to obtain, especially for cardiology, dermatology, mental health, and primary care. Most residents in the region shared they have to wait months to see a specialist, or they ultimately need to travel outside of the area.
- Our client was rated to have an average reputation and quality of care overall compared to other healthcare facilities in the area.
Results
With the results from this awareness study, RMS helped to provide strategic recommendations to inform the hospitals strategic plan, outreach and marketing initiatives, and prioritize activities to help address the community’s healthcare needs.
RMS can help conduct surveys to understand community awareness, patient experiences, and healthcare needs. By gathering responses from key market areas and analyzing the collected data to find strengths, weaknesses, and gaps in services. RMS can offer additional insights by comparing the hospital to competitors. With identifying areas for improvement and growth, RMS can provide clear recommendations for marketing, operations, and service expansion for our clients.
About the Author – Katya Dashkevich
Katya brings years of market research experience to the RMS Analytics Department, programming surveys, coordinating recruitment, and cleaning, analyzing, and reporting survey data. Katya also supports many other divisions at RMS, including helping with phone recruitment in our call center or research needs within our healthcare division.
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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. We conduct surveys, focus groups, mystery shopping, studies, and analyses. Each project is customized and gets personal attention so that actionable, data-driven findings are delivered. RMS has a reputation for getting results. We offer an independent, professional means to conduct telephone, on-line, and mail surveying, as well as in-depth interviews, intercept interviews, and participant recruitment. We also host discussion groups through QualiSight, our onsite call center and focus group facility. We have a proven reputation for successfully recruiting and moderating focus groups, community forums, and town meetings.
Thank you, Katya, for this insightful case study — it clearly highlights how data-driven research can shape healthcare strategies and better serve communities. I appreciate the depth and clarity you brought to the findings. Out of curiosity, how often should hospitals conduct such perception studies to stay aligned with community needs?
Thank you, Katya, for this insightful and well-structured case study. It clearly highlights the importance of community perception in shaping healthcare strategy. I’m curious—what steps would you recommend for hospitals to effectively improve awareness among those who haven’t yet visited their facility?