When Tallahassee Memorial Hospital needed to preserve its market share dominance against HCA, Downs & St. Germain Research assisted by conducting Community surveys that identified how each hospital was positioned in the minds of potential customers. The research identified promotional themes that TMH could emphasize to blunt attacks from HCA. We also ran a series of focus groups with patients in the groups and nurses, technicians and physicians behind the mirror.
The objective was to let caregivers understand the hospital from consumers’ perspectives. We then conducted a series of follow-up strategy sessions in which care givers identified short-term and long-terms solutions that would raise customer satisfaction.