1 MARKET RESEARCH: PLANNING AND MEASURING A CENTER S SUCCESS ALAN A. AYERS, MBA, MACC CONTENT ADVISOR, URGENT CARE ASSOCIATION OF AMERICA ASSOCIATE EDITOR, JOURNAL OF URGENT CARE MEDICINE VICE PRESIDENT, CONCENTRA URGENT CARE
2 Learning Objectives 2 Upon completion of this course, attendees will be able to: Appreciate the ways market research can be used to assess market size, market share, and growth potential in business planning. Recognize that market research provides a basis for evaluating a center s current positioning relative to its competitors and its current performance relative to its potential. Comprehend the market research process from defining a problem to identifying research methods, choosing data sources, undertaking research, and evaluating findings. Differentiate market research methods, including secondary and field research, and provide examples and identify the strengths and weaknesses of each. Recognize and creatively overcome challenges in conducting market research including difficulty in defining urgent care, cost and availability of quantitative data, and errors related to sampling, analysis, and interpretation.
3 Market Research Provides Business Insights 3 Planning Measuring Who are our target customers? What is the size of the market? What do customers need/want? What competition is present and what are its strengths/weaknesses? Where should we locate our business? How do we expect to perform financially? Which segments are we serving? What is our share of the market? How well are we meeting customer expectations? How are we performing relative to our competitors? What is people s awareness of our location? How are we performing relative to our potential?
4 4 Drivers of Urgent Care Volume Households or Establishments Population or Employees Demographics or SIC Codes Propensity to Utilize Services Adjacencies/Draw Signage Visibility Traffic Counts/Accessibility Aesthetics Operating Hours Medical Providers Equipment/Training/Capabilities Customer Service Density: Site: Operations: Trade Area Factors Real Estate Factors Delivery Factors Marketing: Limiting Factors Payer Penetration Competition Marketing Budget Volume Projection
5 Trade Area Drivers of Urgent Care Volume 5 Density of Households and Businesses Total count within 3-5 miles or minutes. Trade area size/configuration varies by market. Demographics of Households and Businesses Consumers who match the profile of conventional urgent care users. Household income, family demographics Employees in industries who require occupational medicine services. Regulatory/compliance needs, injury rates
6 Conventional Urgent Care Demographics 6 Married Couple with Children Present College Graduate Age Owner-occupied Single Family Housing Growing Suburbs of Major Metro Areas Employer-Provided Health Insurance Household Income $50,000 to $100,000
7 7 High-Utilization SIC Codes for Occupational Medicine
8 1-, 3-, 5-Mile Demographics 8 Benchmarks: 3-Mile Population Density: High: >85,000 Medium: 45,000 to 85,000 Low: <45,000 3-Mile Median Household Income: High: >$70,000 Medium: $55K to $70K Low: <$55,000 Also consider distribution of income levels. Married Households w/children: High: >25% Medium: 20 to 25% Low: <20 Also consider percent of households age 65+ and percent of unmarried female households w/children present.
9 Real Estate Specific Factors 9 Traffic Counts: High: >50,000 Medium: 20,000 to 50,000 Low: <20,000 Retail Adjacencies: High: >3: Kohls, PetSmart, Target, Lowes, BestBuy (or comparable) Medium: Chain Supermarket, Big Box Store Low: Street Draw, Convenience Services Signage Visibility: High: Building and Monument/Pylon Highly Visible from Both Directions, Day and Night Medium: Building and Monument/Pylon Visible Upon Approach Low: Small Sign, Signage Obstructed or Not Noticeable from Street
10 10 Real Estate Specific Factors, cont d.
11 Competitive Positioning 11 Facility Attributes/Aesthetics/Capacity Operating Hours Ownership/Operating Model Scope of Services Offered Staffing Model Provider/Management Background, Reputation Job Openings/Turnover/Salaries and Benefits Network Participation/Self-Pay Pricing/Payer Mix Marketing Spend/Tactics Client/Referral Relationships Volume/Wait Times/Profitability
12 12 Know Thy Competition
13 Market Research Process 13 Start With a Problem Define Research Objectives Choose Data Sources Choose Research Methods Construct Sample Set Budget and Timelines Undertake Research Analyze and Evaluate Findings
14 Types of Data 14 Quantitative (Hard) Expressed in Numbers Examples: Traffic counts at Broad & High Number of households within 3 miles Open RFPs for Police/Fire in 2013 Competitor s operating hours Price of a flu shot at Walgreens Number of patients who sign in but leave without being seen. Percent of patients who say they d recommend the practice to a friend. Net revenue per visit Qualitative (Soft) Described in Words Examples: How visible competitor s sign is to drive-by traffic. Risk manager s attitude towards limited/restricted work duty. How busy competitor appears to be at 7:00pm. Patient feelings about waiting room TV programming. What people are saying on Facebook/Twitter.
15 Methods of Collecting Data 15 Desk Research Secondary Data Sources: Practice Management System Industry Associations US Census Bureau Chamber of Commerce Economic Development Office Real Estate Broker Advertising Agency Paid/Syndicated Services: D&B (Hoovers), Experian, ESRI Consulting Firm (Buxton) Internet Search (Google) Issues: Cost Data/Analytical Tool Availability Applicability to Business Problem Doesn t Explain Causation Field Research Collection of Original/Primary Data: Experiments (Tests/Trials) Observations Surveys Interviews Focus Groups Secret Shoppers Panels Issues: Cost Time Consuming Relies on Anecdote Relies on Honesty Surveyor Bias/Interference Sampling Errors
16 16 Business Problem: Where should we relocate our center? Field Research: Understand client utilization patterns and needs/wants in regards to location. Desk Research: Evaluate visit counts and profitability relative to better-located centers. Map existing clients by revenue and location to identify travel patterns. Buy Dunn & Bradstreet list of all employers in the area to quantify new client opportunities. Identify competitors in proximity and en route.
17 17 Hedging Risk with Experimentation: Elimination of Coupons at JCPenney Company Market Research Findings: Most everything is sold at a discount. Promotions are expensive to manage. Market share of every day low price discount retailers has been growing. High-margin specialty stores create excitement around merchandise, not promotion. Conclusion: Eliminate Promotions Target: Up 26% Macys: Up 21% Kohls: Up 9% JCP: Down 18% Implementation Findings: Consumers wait for a reason to buy. Coupons drive traffic into stores. Consumers define value in terms of visible discounts received. Without foot traffic, customers do not see new merchandise selection.
18 18 Operations Benchmarking: Think Outside the Box
19 Contact Information 19 Alan A. Ayers, MBA, MAcc
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