Using purchaser market research data in strategic planning

Healthcare Financial Management, May, 1996 by Jeff Sommer

Market research on purchasers' needs and their perceptions of local provider organizations and the healthcare delivery system can be valuable tool for healthcare provider organizations embarking upon strategic planning, managed care planning, and quality improvement. Provider organizations serve three major subsets of customers: patients, physicians, and purchasers, including payers and employers. Misunderstanding the needs of any of these customers can have dire consequences; in a managed care environment, understanding and meeting the needs of purchasers is particularly crucial. Managed care penetration in the United States has the potential to double by 2000; purchaser market research thus will become more important as the 21st century approaches.(a)

Traditional market research methods often are not applicable to purchaser market research. Focus groups provide an opportunity for in-depth exploration of issues but can be difficult to convene and are subject to considerable bias if one or more participants dominate the discussion. Written and telephone surveys may be too structured to address the unique concerns of individual purchasers.

In contrast, targeted purchaser interviews conducted by telephone are an effective market research tool. Targeted interviews provide a means of gathering information on selected, key purchasers while avoiding logistical problems. And, unlike written surveys or telephone surveys, targeted purchaser interviews allow for follow-up questions and exploration of particular areas of concern that may emerge during interviews.

Targeted purchaser interviews can yield information regarding the purchasers themselves, their provider panels, their perceptions of the provider organization, and their strategies for growth and development. A list of topics that might be included in purchaser interviews is shown in Exhibit 1. The data gathered through purchaser interviews can be used to modify an organization's existing market positioning and marketing mix to reach and motivate purchasers more effectively. The interview process can be used to test and confirm hypotheses, and the findings can be used to support planning, quality improvement, and marketing.

Exhibit 1: Purchaser interview topics