Healthcare Marketing Research 2.0: How Social Networking Research Applications Can Inform Development of Centers of Excellence Presented by Julie Pokela, Ph.D. and Andie Bogdan

2 Objectives Innovative qualitative research tools Build advisory panels Use research to develop service lines Use research to build cooperation between departments

3 Henry Mayo Newhall Memorial Hospital First Center of Excellence Overcome silos Customers experiences Long-term relationships Continual improvement

4 Methodology Research process : 2 sets of online focus groups An online survey

5 Online Bulletin Board Focus Groups: Process Goals Screener Guide Profile Social networking features

6 Online Bulletin Board Focus Groups: Sample Interface

7 Online Bulletin Board Focus Groups: Sample Profile

8 Online Bulletin Board Focus Groups: Sample Uploaded Images

9 Online Bulletin Board Focus Groups: Process Recruiting Typical process Incentives Henry Mayo Time commitment

10 Online Bulletin Board Focus Groups: Process (cont.) Moderator process Observers

11 Online Bulletin Board Focus Groups: Sample Transcript What needs should a Breast Health Navigator meet? Let you know what to expect, from diagnosis to surgery and after treatments. I just came from my radiation treatment and had some concerns. All the nurse said was that the side effects are happening early to me. I should be having these later on in the treatment. I did not even know what to expect First focus their attention on the newly diagnosed patient who is scared and confused. The BHN should be able to give information on choices that the patient has. They should try and keep communication with them throughout the whole treatment series because there are so many questions that come up.

12 Online Bulletin Board Focus Groups: Sample Transcript (cont.) I think that upon diagnosis of breast cancer, that's when the real need presents itself. It may range from everything to assistance with health insurance issues...Q & A's to personal needs like support groups, financial guidance, resources available, meals or rides if there isn't a family or friend support system in place. The list is endless and varies with the individual needs of the patient What I needed when I was first diagnosed was someone that could explain what was ahead for me. At first I didn't know what to ask. Then I would go home and wonder and not have anyone to ask. I think it would be great if you could them questions so you could get an answer in a timely manner.

13 Online Bulletin Board Focus Groups: When to Use Geographic dispersion Difficult recruits Low incidence recruits Lack of homogeneity Two-way multimedia Save travel costs Can observe from work or home

14 Online Bulletin Board Focus Groups: When Not to Use Very exploratory Very sensitive topic Need for non-verbal responses Group dynamic/intimacy

15 RESEARCH FINDINGS AND ACTIONS TAKEN

16 Key Findings: Hospital ER services Facilities Wait times Patient preparation

17 Key Findings: Services and Amenities Ideal physical space Access to nutritionists Access to support groups Access to complementary therapies Breast cancer boutique

18 Key Findings: Marketing Breast Center of Excellence Quality measures Time between: - Diagnostic - follow-up tests - Needle biopsy - surgery - Needle biopsy/surgery - pathology results Shared decisions

19 Key Findings: Marketing (cont.) Audience identification Message priorities Reactions to websites Decisions made

Marketing Decisions: Brand Hierarchy 20 Sheila Imaging Center HM Surgery Center Sheila Breast Center Rad Onc Surgeons Local Support Radiologists Med Onc Pathologists OBGYN PCP Henry Mayo

Key Findings: Website 21 Branding decisions Authenticity

Key Findings: Website 22

Decisions: Website 23

Decisions: Marketing (cont.) 24

25 Key Findings: Advisory Group Bonding among participants Interest in being part of group

26 ANCILLARY BENEFIT OF RESEARCH PROCESS

27 Added Benefits Service line boot camp Team building Physician relations

Considerations Readiness Follow-up Partner 28

29 Speakers Julie Pokela, Ph. D. President Market Street Research, Inc Andie Bogdan Director of Planning, Marketing & Public Relations Henry Mayo Newhall Memorial Hospital