The healthcare industry faces challenges on many fronts, including increasing financial pressures, competition, and government intervention. CMI has worked with a wide variety of healthcare organizations and the patients, benefits managers, doctors, staff, agents, and local communities they serve. CMI’s unique ability to tell the customer’s story in a comprehensive and realistic way brings the patient healthcare experience to life and uncovers ways to better serve customers and improve financial results. From in-depth patient/physician dyads to modeling that depicts influencers and motivations that drive customer decisions, CMI’s immersive and integrated research techniques uncover essential information to develop solid, effective strategies.
Success Stories

• Patient Satisfaction Monitoring: Understanding the patient experience

• An ongoing patient satisfaction program for a major healthcare provider follows up with adult and pediatric patients after recent office visits.

  The result: distributed patient experience results via CMI’s WIN™ portal, providing timely feedback to internal stakeholders and improving service system-wide.

• Increasing Clinic Market Share: Determining what women want

• CMI conducted focus groups for a specialty clinic for women with the client’s and competitors’ patients to understand the treatment landscape, the decision pathways, and effectiveness of the clinic’s messaging.

  The result: uncovered ways to drive more traffic to the clinic through broadening the clinic’s appeal and increasing physician referrals.

• Flexible Brand and Awareness Monitoring: Checking a brand’s vitals

• This ongoing assessment of brand awareness for a leading non-profit organization drives timely adjustments to communication strategy and awareness campaigns to enhance effectiveness.

  The result: identified highest priorities for increasing donor involvement which improved the marketing campaign

• Understanding Benefits Enrollment: Tackling customer attrition

• To better understand customer attrition CMI conducted an immersive ethnographic exploration of the enrollment process for individual health insurance members for the largest national health insurance provider to better understand customer attrition.

  The result: dramatically improved marketing materials with effective and clear information to address consumers’ most important questions and concerns.

Learn More

“Defining your Profession: Patient experience drives accountable care movement” by Jean Fasching and Laura Winn Johnson in Medical Group Management Association’s Connexion March 2011

“Vantage Point” by Jean Fasching in Medical Media and Marketing March 2011

Also look for CMI’s upcoming presentation with American Cancer Society at the IIR’s The Market Research Event in November 2011: 5 Ways to Make Brand Tracking Research More Valuable

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