Prepared for Shelli P. | Delivered April 14, 2020
Market Research Strategies for Healthcare Companies
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To gain insights into the market research strategies for healthcare companies.
Market research is a
critical strategic investment in healthcare
as it helps any company in the health industry to determine the demographics of their target audience. The data gathered are also essential to plan and implement the most effective strategy to be included in the campaign".
Some reasons why
market research should be a priority
for companies in the healthcare industry include;
amidst competition and convergence.
gain valuable insights
for products and service development
in service delivery.
determine the suitable marketing mix.
According to Bruno and Ridgeway, the
best four market research strategies
in healthcare include;
Physician Satisfaction Research to
establish better ways
to communicate with physicians, discover new opportunities for their growth, and improve their work-life balance.
Consumer Market Assessment (CMA)-which seeks to
gain insights into consumers’ perceptions
, ’ attitudes, and usage of an institution’s products and services.
Employee Engagement Research to
understand employees’ experience
s, attitudes, and perceptions about the hospital.
to “determine the most effective ad concept prior to a campaign launch and test for advertising recall among consumers post-launch. ”
Other research strategies
in the healthcare industry include;
Branding and positioning studies
Awareness and knowledge of product lines
Patient satisfaction research
Community image and awareness research
Advertising testing and effectiveness research
Needs assessment studies
Research regarding new products/services
Communications concept testing