Case Studies
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Healthcare Providers
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Hospital gains understanding of services' perception through Burke research
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Business Situation:
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A primary care hospital sought to understand how the hospital could attract more patients from a fast-growing quadrant of their region who tended to travel to more distant competitive hospitals for healthcare services.
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Research Objectives:
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- Determine awareness and usage of the hospital and specific healthcare services
- Understand consumer needs related to hospitals, physicians and diagnostic services
- Uncover attitudes toward the hospital in comparison to attitudes toward competitive hospitals
- Understand community residents' likelihood to use a proposed free-standing diagnostic center
- Understand area physicians' likelihood to refer patients to the proposed diagnostic center
- Collect information about the demographic composition of the regional quandrant of interest
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Method:
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- Qualitative: one-on-one interviews with area physicians
- Quantitative: telephone interviews with residents of surrounding communities
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Outcome:
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The hospital gained an understanding of the specific services which were perceived to be inferior to competitors and subsequently decided to open a hospital-affiliated outpatient diagnostic center in a nearby community.
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