Consensus Building

Problem:

• Regional hospital wishes to refine/update obstetrics program
• Marketing is interested in determining importance of several attributes/characteristics

Approach:

• Rapid Response™ was used to determine staff and consumer preferences
• Managed and non-managed care patients looked at likelihood to choose hospital, revelation of program specifics, desirability of specific program versus others, likelihood to use, and uniqueness versus competition
• Creative execution was selected and modified prior to products
• Plan was implemented which allowed physicians to compare their real scores with scores of consumers and discussed how to implement consumer desires