In a recent episode of the popular healthcare podcast from TouchPoint Media, hosts Chris Boyer and Reed Smith discussed the role of market research to grow a hospital or healthcare system’s brand. Chris interviewed Joe Ridgway, President of Bruno and Ridgway Research Associates, to learn about the different ways hospitals and healthcare systems use market research in their strategies.
During the interview, Chris brought up an interesting point: Many hospitals look at market research in an episodic way.
For example, a hospital often conducts market research when launching a new brand or introducing a new product, service or website. Mandated research methods such as Community Health Needs Assessments (CHNA) and HCAHPS surveys offer value. However, healthcare marketers who want to build their brand need more granular information.
Should hospitals be moving towards integrating more market research into everything they do on an ongoing basis? What are the best ways to conduct ongoing market research in healthcare?
Joe Ridgway shared four types of market research that hospitals should consider conducting on a regular basis. (“Regular” could mean annual or biannual.) These methods are critical for our hospital clients as they continue to grow their brands.