Learn how one healthcare system leveraged emotion-based qualitative research to ensure employee engagement and inform brand repositioning As researchers, we’re always cognizant of the old adage, what gets measured gets done, even as it pertains to things that some may consider difficult to quantify, such as emotions. Knowing that data informs decisions, we’re big believers
Developing patient segmentation and personas is paramount to customizing healthcare product messaging. There is nothing more personal than one’s health and there is a significant emotional response and attachment related to a customer’s healthcare product choices. The Martec Group recently conducted a study with a hospital system to understand how consumers choose their healthcare and
The passing of the Affordable Care Act in 2010 made prevention more affordable and accessible by requiring health plans to cover preventative services and eliminating cost sharing for those services. The impact was greatest among patients with lower income who had high cost-barriers to screening prior to the ACA. A recent study even found that
By Barb Lhota, Martec Consultant Recently, I stayed at a boutique hotel on vacation in Vietnam, and each time I returned, the desk staff greeted me by name and asked specifically about the outings they had scheduled for me each day. Every month I receive a recommendation from Netflix for new shows or movies that
Recent market research in the healthcare industry reinforces the significant challenges facing an industry that is not necessarily known for rapid change. The Challenges As medical institutions continue to consolidate there are fewer customers that are larger and more “corporate” in nature. The path to purchase is more difficult to ascertain and may increasingly involve
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