Getting hospital communicators to "listen" for strategic marketing ideas can be somewhat unsettling for a group so accustomed to "talking" and directing the process, according to Nancy Wilson, regional administrative director of marketing and communications services at Mercy Health Partners (Toledo, Ohio) and Patti Willis, VP of corporate communications at Shore Health System (Easton, Md.) who have moderated their own focus groups. But the exercise has a number of perks, including:
Expanding on research efforts of quantitative surveys and external focus groups.
Cost-efficiently gauging employee feedback and community reaction to new hospital services and changes (mergers, acquisitions, alliances)
Diversifying marketers' responsibilities and putting them closer to target issues, concerns attitudes. They can also be a "fun" way to stimulate interaction on a campaign.
Improving listening skills and the ability to "think on your feet."