The Context

Each year, Mount Carmel Health System’s 10,000+ employees, 2,000+ physicians and 900 volunteers serve more than a million patients in Central Ohio. Reflecting their dedication to providing patient-centered care, MCHS and its strategic marketing partners asked Illuminology to assist with many studies that helped it to communicate more effectively with current and potential patients.

The Critical Questions

To what extent are potential patients aware of the health system’s hospitals and free-standing emergency centers, and, among those who are aware, what are residents’ attitudes towards those care facilities? Separately, which message concepts are most persuasive to potential patients when they consider where they should go for their health care?

Our Solution

Illuminology designed and deployed multiple studies, using a combination of quantitative research methods (e.g., survey questionnaires delivered via the Internet or via telephone calling) and qualitative research methods (e.g., focus group message testing) to address the specific research challenge at hand.

Illumination

After Illuminology administered the surveys and facilitated the focus group sessions, analyzed the resulting data, and clearly communicated the results and recommendations, MCHS staff members and their strategic marketing partners had the information they needed to make better-informed strategic marketing decisions.

Resolution

The research findings and insights from these various engagements directly guided various aspects of MCHS’ marketing and communications strategy, including the content and style of its advertising as well as the naming conventions for some of its physical locations, for example.