I’ll continue on the theme of marketing hospitals.
I’ve mentioned the ambulance officer marketing for the Emergency Department. The next bit I want to talk about is research.
You see, we took some radio ads for the Emergency Centre. As part of that I implemented a research system where we interviewed almost every patient who came through the doors. We were trying to ascertain how they heard of the Emergency Department.
The results were rather interesting.
Just on 5% (from memory) found us through our TV advertisements. That would mean they are working well…………….except we’d never run a TV ad!
With surveys, people will tell you what they think you want to hear. Sure, you might get some decent information but be aware that people lie and they lie a lot.
I’ve always been a big advocate of anecdotal research. That is, just get out there and talk with clients. You’ll be amazed at what you’ll find out.