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.
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