BUSINESS ISSUES
Savvy consumers are the central focus of issues that impact your healthcare organization. From Web sites and “report cards” to tiered provider pricing and defined contributions, consumers are being asked to take on increasing responsibility for their health care and as a result are exercising greater control and making more informed choices about their care. Cultivating relationships with the right consumers—gaining preference and share—could mean the difference between financial success and financial failure in the next decade. Understanding and responding to consumer behavior is more critical to your long-term success than ever before. Solucient’s new HealthView Plus allows you to more fully understand and target key consumer segments in order to build and maintain profitable market share.
H E A LT H V I E W P L U S
COMBINES
T H E P O W E R O F N AT I O N A L , LOCAL, AND CUSTOM RESEARCH TO MAKE THE MOST OF YOUR MARKETING DOLLAR
How can you be sure you deliver the right healthcare message to the right consumer, using the right media? Only with HealthView Plus. National-level research provides the key to understanding utilization— you'll know how issues such as urgent care or chronic disease are driving each group of healthcare consumers. Local-level research adds to your knowledge base, profiling how consumer groups respond to specific media in a marketplace. Then, custom-level research lets you know where your business is weak or strong in geographic areas that you define. About Solucient Solucient® is an information products company serving the healthcare industry. It is the market leader in providing tools and vital insights that healthcare managers use to improve the performance of their organizations. By integrating, standardizing and enhancing healthcare information, Solucient provides comparative measurements of cost, quality and market performance. Solucient’s expertise and proven solutions enable providers, payers and pharmaceutical companies to drive business growth, manage costs and deliver high quality care. For more information, visit www.solucient.com.
INTRODUCING THE BEST LOCAL RESEARCH
OF
N AT I O N A L
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HealthView Plus evolved from a new and innovative approach to consumer market research. It combines a robust national sample and survey with local market specifics. The result? A better understanding of how to retain and attract those consumer segments that are most important to the success of your organization. Solucient has a long-standing relationship with Scarborough Research, a recognized leader in consumer market research. Through this affiliation, we are able to provide insight not only into consumer healthcare decisions, but also their lifestyle, retail, and media habits—a must for anyone charged with creating and delivering effective marketing messages.
W H AT S E T S H E A LT H V I E W P L U S A P A R T
Healthcare-Specific Segmentation. Our new segmentation system, HouseholdView, is unrivaled in the healthcare industry and provides the foundation for HealthView Plus. It provides actionable insight with respect to the healthcare behavior and decision-making patterns of 56 different types of households, thus enabling you to develop the most targeted and effective marketing strategies and tactics possible. HouseholdView has been proven to be applicable across any market in the country and helps you move beyond simple geographic analysis of business opportunities. National Research. HealthView Plus includes the survey results of a national sample of consumers. This national research offers insight and information about consumer health status, chronic conditions, attitudes toward health care, actual behavior, and preferences. It is the solid foundation for understanding what drives consumer behavior on a segment-by-segment basis. The size of the national sample is more than sufficient to provide statistically valid analytical results for each of the 56 HouseholdView segments.
N AT I O N A L - L E V E L R E S E A R C H H E A LT H V I E W P L U S
Following Doctor’s Advice
75
IN
50
12
10
12
25
0
2000 Adults 18-64
2001 Adults 18-64
2000 Adults 65+
2001 Adults 65+
2000 All Adults
2001 All Adults
An example of one survey point in the extensive HealthView Plus data, this chart shows changes in consumer behavior in the senior market—a group that's further defined in 12 segments. Healthcare marketers harness this refined data to finely target and effectively reach specific consumers for specific services.
61
51
51
53
41 49
44
36
32
36
41 5 9
I would go to the hospital my doctor recommends I would ask to go to a different hospital I would go to another doctor who would admit me to my preferred hospital
Sen iors a re Chie f Among the Active Consumer Forc e T ha t is Cha nging the Fa ce of He alth Ca re M ark eting
Local Media and Lifestyle. Our national research is complemented at the local level by market-specific media and lifestyle information. Once you understand what drives consumer healthcare behavior, you can identify the most effective marketing message for each consumer segment you are targeting. Local Household Distributions. HealthView Plus enables you to reach out to your local population. We’ve developed a sophisticated methodology that allows you to quantify the number and type of household segments that exist within your market. On a ZIP code basis, you can quantify the size of each segment and acquire segmentspecific mail lists with names and addresses. There’s no better way to ensure a maximum return on your investment than by targeting the right customers, creating the most appropriate marketing message, and putting your strategic and tactical marketing plans into action. Custom Market Research. HealthView Plus even allows you to incorporate custom market research—at a level of geography that you define.
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I NDUSTRY E XPERTISE —Not only do you have access to the most reliable and up-to-date consumer research, you also have access to marketing experts to help you understand the research and execute marketing campaigns. Solucient has a proven track record of assisting clients with marketing initiatives and measuring the results. Plus, our knowledge of healthcare consumers is unsurpassed in the industry. C LIENT F OCUS —Rely on a dedicated local account team including marketing experts for unparalleled support to ensure value and ROI in your marketing initiatives. N ATIONAL B READTH —Our national consumer research provides an in-depth understanding of consumer behavior, attitudes and utilization. A national sample also provides a large enough sample size to understand consumers in a variety of ways. L OCAL D EPTH —We combine national insight with local market specifics—including the unique mix of consumers within your market. Also included is local information about lifestyle, media use, and retail behavior. C USTOM A DD -O NS —HealthView Plus is tailored to custom market research. When your marketing plans call for custom research in your primary market area, for example, we provide the research and the links back to local and national research.
Soluci ent 1007 Church Street, Suite 700 Evanston, IL 60201 800.366.PLAN www.solucient.com
PA RT N E R W I T H
A
LEADER
HealthView Plus is a tailored tool that supports marketing investments and minimizes risk. When you work with Solucient and its marketing suite of products, you benefit in the following ways:
H E A LT H V I E W P L U S