Healthcare in a changing environment

Never has it been more crucial than today to understand the dynamics and unique challenges facing the healthcare industry. Rising costs, intense competition, employee retention, and greater consumer choice have placed enormous pressure on healthcare organizations to operate strategically. The success of a healthcare organization relies on competitive intelligence, market knowledge, and strategic planning. Healthcare market research is an integral part of the strategy to succeed.

With more than 25 years of experience in the healthcare industry, our team has in-depth knowledge of healthcare; our expertise in healthcare market research sets us apart. Healthcare providers who want to thrive, and not just survive, rely on our unwavering commitment to provide actionable healthcare market research that is cost effective and essential in meeting your strategic goals.

Our in-depth analysis provides an edge in the highly competitive healthcare market by helping clients develop strategies for reaching out to their target audience in a meaningful way and, thus, guiding development of the most effective marketing. We have also developed a practice of working with healthcare networks that have hospitals with decreasing revenue and decreasing consumer satisfaction to determine the opportunities that exist to improve market share. This work has been in states spanning from Florida to Alaska.

SRA has conducted numerous healthcare market research projects, both quantitative and qualitative, for the healthcare industry including:

  • Branding and positioning studies
  • Awareness and knowledge of product lines
  • Patient satisfaction research
  • Community image and awareness research
  • Advertising testing and effectiveness research
  • Physician satisfaction research
  • Employee satisfaction research
  • Needs assessment studies
  • Research regarding new products/services
  • Communications concept testing

We have conducted interviews with consumers and many different types of healthcare professionals. A sample of our healthcare market research audiences includes:

Physicians:
  • GPs
  • FPs
  • Internists
  • Gastroenterologist
  • Pediatricians
  • Cardiologists
  • OBs
  • Endocrinologists
  • Radiologists
  • Ophthalmologists
  • Oncologists
  • Dermatologists
  • Surgeons
  • Psychiatrists
  • Neurologists
  • Interns
  • Residents
  • Podiatrists
Nurses:
  • RNs
  • LPNs
  • CRNAs
  • LVNs
  • Nursing students
  • Certified Diabetes educators
Dental Care Practitioners:
  • Dentists
  • Periodontists
  • Dental hygienists
  • Dental technicians
Pharmacists:
  • Retail
  • Pharmacy managers
  • Consulting
Business:
  • Administrators
    • Hospitals
    • Nursing homes
    • Hospital departments
  • Purchasing Agents
    • Hospitals
    • Nursing homes
    • Managed care organizations
  • Business Managers
  • Financial Officers
    • Group practices/HMOs
Government:
  • Department of Health
Consumers:

  • Patients exhibiting various symptoms

One of our core industries is healthcare. Our clients represent all aspects of the healthcare marketplace. A sample of the types of clients we conduct healthcare market research for includes:

  • Pharmaceutical distributors
  • Hospitals
  • Health systems
  • Group health practices
  • Health insurance providers
  • Government health departments and districts
  • Pharmacies
  • Group purchasing organizations
  • Medical technology firms
  • Contract research organizations
  • Pharmaceutical firms
  • Healthcare information providers

SRA’s primary healthcare market research delivers strategic insights and actionable recommendations to support and address our clients needs. These are just a few examples of how SRA Research Group has achieved positive outcomes and maximum value for our clients:

  • A distributor of pharmaceuticals commissioned SRA Research Group to design, coordinate, conduct, and analyze all aspects of a customer satisfaction evaluation program. For the last six years, we continue to conduct quarterly surveys for this client which includes hospitals, medical offices, and retail pharmacies throughout the U.S. The research is used by, or impacts, almost every person in the corporation to improve operations based on the input we provide.
  • SRA Research Group recently helped a major university medical school campus which includes dozens of world renowned facilities. While the individual facilities are known as the best in their field, the objective was to unify all operations under one strong umbrella brand. SRA conducted national research among key stakeholders to assess the current image and test proposed branding. As a result of the research, the campus is currently fine-tuning executions and determining how to tie existing equities into the umbrella brand which was developed.
  • A healthcare provider was concerned about lost revenue at one of their outpatient facilities. Convinced the loss was linked to one of the medical directors, they retained SRA to conduct research into the matter. The research findings revealed that the problem was unrelated to the physician and pinpointed customer service issues with appointment staff and front desk personnel as the cause.
  • A leading cancer hospital needed to better understand the referral process among oncologists. SRA conducted research among oncologists in various markets served by the hospital. A significant outcome from the research was a communication process that would work for these oncologists to learn what the hospital needed to communicate to attract referrals. The research also isolated those specific areas that create frustration and issues for oncologists.
  • A hospice organization wanted to determine the effectiveness of their communication strategies. They retained SRA to research their efforts among the community. The research uncovered several misconceptions about the service and level of care provided. Educational programs and more effective communication strategies were developed based on the research results.
  • A visiting nurse association retained SRA to conduct research among physicians to assess satisfaction levels. Results of the research identified voids in the organization’s service approach and clinical expertise that were not meeting physician needs. The organization was able to address these needs and make necessary staffing adjustments to successfully compete.
  • A national healthcare organization hired SRA to conduct research among patients who used their services. The segmentation project pinpointed differentials in scores by market and provided specific recommendations regarding admissions procedures, communication strategies, and service enhancements.


For further information, please call us at 561-744-5662.
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