Essay about Business Research

3449 Words Oct 26th, 2013 14 Pages
Akron Children’s Hospital, Part A
Northeastern Ohio is a highly competitive health-care market, especially for the care of seriously ill children. With powerhouse health care institutions like the Cleveland Clinic venturing into the children’s care segment, Akron Children’s needed a way to differentiate itself. The research profiled in this case helped develop the positioning of Akron Children’s hospital and its promotional approach that resulted in an increase in its bed-occupancy rate, a key metric in the health care industry.

>The Scenario
The Midwestern hospital market is fiercely competitive, especially in Northeast Ohio. Akron Children’s Hospital, which competes in this environment, was established in 1890 and
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It needed a communications strategy to distinguish itself and to convey its commitment to children and to the highest-quality and most medically advanced care.

>The Research
Used with permission of Pamela S. Schindler ©2008.

Akron Children’s turned to long-time research and communication partner, Marcus Thomas LLC, for insights and recommendations. As the firm’s vice president and director of research, Jennifer Hirt-Marchand, explained, “Akron Children’s had

Business Research Methods, 10/e, Cooper/Schindler


Akron Children’s Hospital, Part A

limited understanding of how parents arrive at the difficult decision of where to take their children when acute care [requiring more than three days of hospitalization] is necessary.” Akron Children’s wanted to overcome this challenge, and, since it faced a difficult market in Cuyahoga County where its competitors were based, it also needed to devise a strategy to expand beyond its Summit County home into Portage, Mahoning, and Medina counties. Marcus Thomas was asked to identify consumers’ hospital-choice decision process and to index perceptions associated with hospitals in the market. Initial research revealed that although consumers gave high survey ratings to medical capabilities and care they perceived as high-quality, their decisions in selecting hospitals were often driven more by emotion. Counties in northeast Ohio To peel down to the emotional

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