If there were an opportunity for growth in your market, how soon would you know about it? With the latest market research-on-demand tools available, this question isn't as
intimidating as it once was. The ability to access real-time, continuously updated research information took center stage on the exhibit floor of The Alliance for Healthcare and
Marketing conference in Orlando earlier this week.
The Web-enabled programs are particularly useful for capturing quick-turn-around information on patient satisfaction, employee morale and consumer trends.
Check out:
- Professional Research Consultants' Easy View on the Web cranks out customized report on patients, physicians, employees and consumers within 24 hours. The surveys
measure healthcare satisfaction, utilization and opinions and are updated online via an organization's intranet. (http://www.prconline.com 800/428-7455) - Point of View Survey allows organizations to survey anyone who has visited an office, clinic or tradeshow booth. The patient-specific data, which captures answers to surveys
like health status questionnaires, health risk appraisals and senior assessments, can be communicated within minutes to a hospital's mainframe. (http://www.povss.com) - Duke University Health System (DUHS) has recently overhauled the way it distributes market research. Its corporate intranet aggregates market research from sources like
Caredata.com and HCIA/Sachs to provide its management with broad online access to a series of reports on consumer profiles, hospital utilization and competitive analyses.
DUHS spent $500,000 to overhaul its intranet with timely market research data and its been worth the investment, says Kevin Tompkins, DUHS' VP of market development. He cites
these money-saving perks: reports are no longer need to be printed in mass volume, usage can be tracked more effectively and the reports can be self-customized. (DUHS, Kevin
Tompkins, 919/419-5063)