For the past several years, SA|Opinion Research has conducted an annual poll of residents in the four cities served by a regional hospital system. Each year, 600 randomly selected household heads have been interviewed to determine attitudes toward major institutions in the area. Attitudes about the various hospitals and attitudes about specific services at the client's facility formed the heart of the survey. Finally, the research tested attitudes toward unmet healthcare needs in the area and what the hospital should do to meet those needs. Recall of the hospital's advertising and public relations programs also was tested.
Over time, SA|Opinion Research has been able to track an increase in name recognition and provide information to help the hospital system position itself to increase community support. By using the research as a strategic planning resource to identify communication programs and activities, the hospital has been able to expand its client base to serve a broader population.
SA|Opinion Research also conducted a series of internal polls for the hospital, helping collect statistical data on attitudes of medical staff, employees and hospital volunteers. The results provided hospital management with tools to identify issues and programs to strengthen these relationships. SA|Opinion Research also has surveyed residents in an outlying geographic area. This marketing research provided the hospital with information to help plan future activities. |
