Marketer's Guide to Market Research / Edition 1

Marketer's Guide to Market Research / Edition 1

by Daniel Fell, C. David Shepherd
     
 

ISBN-10: 1601461666

ISBN-13: 9781601461667

Pub. Date: 09/01/2008

Publisher: HcPro, Inc.

Specific to the unique needs of hospital and health system marketers, A Marketer's Guide to Market Research: A Strategic Approach to Reach the Right Customers takes a strategic, data-driven approach to healthcare marketing. The authors explore different types of research, explain the market research process, and show you how to use this data to better reach your

Overview

Specific to the unique needs of hospital and health system marketers, A Marketer's Guide to Market Research: A Strategic Approach to Reach the Right Customers takes a strategic, data-driven approach to healthcare marketing. The authors explore different types of research, explain the market research process, and show you how to use this data to better reach your target audiences. Best practices and case studies from the healthcare field tie it all together.

Product Details

ISBN-13:
9781601461667
Publisher:
HcPro, Inc.
Publication date:
09/01/2008
Pages:
1
Product dimensions:
7.00(w) x 9.00(h) x 0.50(d)

Table of Contents


Contents iii Acknowledgments vii About the authors x Chapter 1 Laying the foundation for healthcare market research 1 The role of market research 1 What is market research? 2 Market research versus marketing research 3 How is market research applied in healthcare? 4 What are the benefits of market research? 5 What are the limitations of market research? 5 Balancing the art and science of research 7 Who manages market research? 8 About this guide 9 Chapter 2 Types of healthcare market research 11 Your market research options 11 Go beyond guesswork 17 Chapter 3 The research process 19 Start with the question 19 Define the question 22 Develop the objectives 24 Examine constraints 25 Chapter 4 Research design 27 The action plan 27 Primary and secondary data 28 Qualitative research 30 Quantitative research 32 A plan for action 34 Chapter 5 Data collection 35 Focus groups 35 Surveys 39 Sample survey approaches 44 Multilingual and ethnic research 47 Chapter 6 Analyze the data 51 Analyzing focus group data 51 The survey data frequency report 55 Chapter 7 Presenting the results 61 Credibility on the line 61 The written marketing research report 62 The eight-step research report process 64 Chapter 8 The competitive value performance analysis 71 Look to consumers 71 Question 1 What do patients value? 73 Question 2 How well are we performing? 75 Question 3 How is the competition performing? 77 The competitive value/performance analysis 78 Chapter 9 Use research to test your advertising 85 Why test advertising? 86 Objectives and limitations 87 How to test advertising 90 Chapter 10 Competitive research 93 A range of options and tools 93 Chapter 11 Applying the research findings 101 The most importantquestion 102 Research into action 104 Share the research and engage the entire organization 106 How often should you conduct research? 108 Balance perceptions and assumptions 111 Applying your research: Final thoughts 111 Chapter 12 Hiring and working with outside research firms 113 Preparation and planning 114 Identifying research vendors 115 What to look for in a research partner 116 Do you need a healthcare specialist? 118 Specialty vendors and research consultants 119 Conducting formal reviews and proposals 120 Building strategic relationships 123 Chapter 13 Leveraging the Internet in market research 125 The Internet as a resource 126 The Internet as a research tool 128 Are Internet findings valid? 134 Are Internet findings and traditional survey findings comparable? 135 Creating a physician advisory panel 136 Chapter 14 Case studies in market research 139 Case study #1 Using research to enhance a professional association 139 Case study #2 Using research to drive long-term business and marketing strategies 144 Case study #3 Using research to monitor an emerging situation 149 Case study #4 Using research to position a community hospital 151 Case study #5 Using research to introduce a new product 155

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