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, Inc.413-584-0465jpokela@marketstreetresearch.com

Andie BogdanDirector of Planning, Marketing & Public RelationsHenry Mayo Newhall Memorial Hospital661-253-8062bogdanae@henrymayo.com