Market Research within Barlow/McCarthy

By: David F. Zirkle, PhD

We believe market research is a process that transforms data into actionable recommendations.  The outcome is the delivery of “the right information, to the right people, in the right format” to support the decision-making process.

Our client work takes on the full array of quantitative and qualitative market research services designed to provide business and market recommendations.  Here is a quick snapshot of the market research activities we are involved with every day. Consider the tools you use and the audience you spend the most time connecting with.  Is it the same audience you research?

Consumers – Our research explores the local healthcare market with an emphasis on quality of care, access barriers and unmet community needs.  The research quantifies both primary and specialty care utilization, including the services that consumers are likely to seek outside the local community and the reasons for outmigration.  This information is often used to make decisions about physician/practice placement and market expansion.

Mystery Shopping – Mystery shopping is used to evaluate customer service, ease of access, operational efficiencies and other elements of the patient encounter.  Our service objectively measures and identifies opportunities to improve and leverage the customer experience as a market differentiator.  The service provides customized solutions, including a well-defined methodology, comprehensive data collection, thorough qualitative and quantitative analysis and reporting with a focus on tactical recommendations.

[quote style=”boxed”]“He who asks is a fool for five minutes. He who does not ask is a fool forever.” – Chinese proverb [/quote]

Physician Relations – Our research efforts identify what physicians want and need to assist in choosing a referral center for specialty care.  The information is used to develop strategies and solutions that address the information, materials and channels needed to influence physician referrals.  As care delivery models evolve, we also seek to understand how this information is used today and how it might change in the future.

Recruitment and Onboarding – We regularly survey clinicians to better understand their recruitment and onboarding experiences.  Our recruitment research explores factors important to candidates in accepting and declining offers.  Our onboarding and retention research reveals reasons why clinicians remain in their current positions and the primary reasons contributing to turnover.  Both efforts are designed to improve recruitment and retention success.

Community Health Needs Assessments – The role of a Community Health Needs Assessment (CHNA) is to identify factors that affect the health of the community and determine the availability and/or need to build resources to address these issues.  Our process prioritizes community health needs based on analysis of both quantitative and qualitative data and meets the new reporting requirements in the Patient Protection and Affordable Care Act.  The analysis also includes comparisons to local and national benchmarks to highlight areas of concern.

Custom Research – We conduct a variety of custom research studies designed to meet the needs of our clients and local market conditions.  Feel free to contact us about any of the studies listed above or our custom research.

We believe successful market research includes not only the collection and manipulation data, but also a thorough analysis to reveal value and meaning.  Our approach is based on a defined and proven process that combines well-designed research with our experience and expertise to support your critical business decisions.