Express Clinic Case Study

2. In recent years, there has been a growing attempt to measure the performance of health care providers. The federal government and the states have published data on how hospitals are compared to acceptable clinical standards with regard to pneumonia. Explain how these data could affect the consumer decision-making process.
These data affect the consumer decision-making process through alternative evaluation, the consumer compares the different choices to best meet their individuals need. The consumer decides the criteria for judging the alternative products or services by evaluative criteria. Consumers use tangible and intangible criteria, and when evaluating alternatives, determine qualities that are important and evaluate the alternatives.

4.

Mary recently brought her child to the Express Clinic at their Big Market Basket Food Store. This convenience clinic is staffed by a nurse practitioner from 8:00 A.M. until the store closes at 9:00 P.M., 7 days a week. The nurse practitioner did an exam and prescribed a prescription for an inner ear infection. Mary had it filled in the pharmacy and returned home. Shortly afterwards, she started to have second thoughts, “Should I have just waited and brought my daughter to the pediatrician?” she wondered? Two days later she got a newsletter from the Express Clinic. On the cover page she saw a story headline that said “In a recent survey, 97% of the mothers we surveyed were extremely satisfied with the care they received for their children at Express Clinic.” What strategy was being implemented by Express Clinic? What was the organization trying to counter?
The strategy implemented by Express Clinic was external search, finding information from one or more sources when an internal search inadequate. Patients rely on the internet to search for valuable information, and external information searches have increased including the development of rating services. How information is presented is vital for marketers, and they need to be involved in pretesting and presenting the

information.
Chapter 5 Problems 1 and 5
1. A hospital marketing director has several research projects to undertake this quarter. He must try to determine the appropriate sampling methodology in light of each problem. Provide your recommendation on each issue:
a. The hospital urology department wants to establish a sexual dysfunction clinic. The department head wants to get an estimate of the number of men ages 35 to 60 in the community suffering with some form of sexual dysfunction.
Several sampling methods could be used, focus groups, probability sampling, or mailing surveys.

The first, focus groups, interviews conducted with 8 to 10 people with a trained moderator following an interview guide, a common useful approach for acquiring health care information. Also, useful in examining a wide range of sensitive health care issues. Second, probability sampling, units selected by chance, the sample’s reliability, and does not require detailed information about the population surveyed. The third option, mail surveys, inexpensive way to contact individuals over a large geographical area, provide anonymity to the respondent, and eliminate interviewer bias.
b. A primary care medical group is trying to determine whether patients are being greeted and serviced appropriately by the billing and admitting departments.
Two sampling methods include mail surveys and convenience sampling, a variation of a nonprobability sample. Mail surveys, inexpensive way to contact individuals over a large geographical area, provide anonymity to the respondent, and eliminate interview bias. Convenience sampling, a nonprobability sample, the only criteria is the convenience of the unit to the researcher, fast and uncomplicated, but the sampling error not determined.
c. An MCO is trying to determine what concerns physicians have in agreeing to become part of its panel of physicians who will treat its

subscribers.
Personal interviews include two forms, one-to-one interviewing between interviewer and respondent, and the other, group method referred to as “focus groups.” This sampling method, highest completion rate, preferred method, a valuable way to collect data when the respondent is probed, some limitations, require trained interviewers, and the potential for bias is great.
5. The following list presents the alternative samples obtained by a health care marketing research firm for its clients. Describe the type of sample each represents.
a. Ten people sitting in the waiting room are asked to describe the ambiance of the facility and the attitude of the receptionist.
Focus Group sample, focus groups, interviews conducted with 8 to 10 people with a trained moderator following an interview guide, a common useful approach for acquiring health care information. Also, useful in examining a wide range of sensitive health care issues.
b. The medical school samples alumni regarding an evaluation of their education. Respondents are selected in an amount equal to the same population of specialties from the graduating class.
Simple random sampling, process that requires each unit’s chance of being chosen is known and equal, easy to understand, and the simple data analysis techniques. The disadvantage requires a list and number of every item in the universe, and could gather highly misleading samples.
c. The walk-in clinic calls every 15th patient who visited the clinic on Wednesday to access whether the patient was greeted by the receptionist and given a handbook regarding the scope of services and an explanation as to how the clinic operated.
Telephone interviews, a quick way to acquire information, data acquired within a short time and allows for the targeting of responses. Also, computer technology improved the telephone interviewing process, and eliminate potential interview bias.