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