Customer information

For current patients, the survey can take the form of a paper questionnaire handed out at the end of a visit – ideally with a stamped, addressed envelope that makes it easy for the patient to get it back to you. This may, however, result in the patient walking out with the survey and never returning it. To avoid this, consider implementing tablet computers with the survey on it and handing it to patients at the end of their examination; just remember to tell them to return it with their paperwork as they check out.

Alternatively, consider developing an online survey that will allow you to e-mail a link to the patient following his or her visit. Online survey tools such as Survey Monkey (www.surveymonkey.com) and Survey Gizmo (www.surveygizmo.com) are easy to use, inexpensive, and have the added bonus that the software will analyze the results for you.

Former patients – those that haven’t returned to your practice in a year or more – should also be sent a survey. This can be done by either sending a paper survey mailed to a home address (complete with a stamped, addressed return envelope) or, if an e-mail address is available, by sending a link to an online survey. Take the opportunity to remind them about the importance of regular eye exams and try to understand why they haven’t been back.

For prospective patients, that is, those that have enquired through your website or a phone call but haven’t followed through, follow a similar approach to the former patients: send an email to discuss the next steps towards surgery or to determine if they have gone elsewhere for a procedure.

Other options for patient market research include focus groups, which can be done on an informal basis by inviting a handful of patients for breakfast or lunch for a discussion about their views on your practice. Alternatively, host a practice open evening, inviting current patients to hear an update on your practice along with a chance to give their views over a glass of wine or champagne. If you go this route, make certain to give plenty of notice and send reminders once they’ve accepted your invitation.

The competition

To understand what your competitors are offering and charging for services, my favorite method is to do some ‘secret shopping.’ Here, you enlist the help of a trusted friend or family member to call or even visit a practice to ask about procedures and pricing. You can find out a great deal about the philosophy of a practice by how the phone is answered and how much knowledge the person answering the phone has.

Have your ‘secret shopper’ take note of:

• How quickly the phone was answered
• Whether the person was knowledgeable about the different services offered
• If they disclose pricing for the services
• Whether they request contact information from the caller
• If contact details were requested, did they receive a follow-up email with additional information?

Ideally, you should secret shop at least five practices in your area to benchmark what is being offered and how these practices perform when it comes to a prospective patient. Once done, it’s also a good idea to enlist some friends to secret shop your practice in order to see how your team stacks up – the results may surprise you!

The environment

For market research on your environment – the economic, social and political forces that shape a business – most of the information can be gleaned via your local chamber of commerce/business organizations, web searches, as well as local publications. Here, it’s important to take note of things like hiring trends and local economic data. Membership of organizations like your local chamber of commerce or trade association can serve as great networking opportunities that provide insight into how local business owners perceive the environment.

Marketing is crucial when it comes to gaining the attention of prospective consumers/patients. You can develop new products or services confident that they are in demand, and turn those prospective consumers into satisfied patients. What drives successful marketing is having a strong knowledge base – this is where market research is critical.

Market research doesn’t have to be expensive or complex. Simple tools and some homework will provide the answers that you need to create a winning marketing strategy.

Kristine Morrill is a founding partner of medeuronet, a Strasbourg-based medical device strategic marketing company. This article is based on a presentation given at the ESCRS 2013 Congress Practice Development Workshop.