Session Number S1  Session Level  B

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Lisa Henry
Director of Marketing
Mary Washington Healthcare
Fredericksburg, VA

Rob Klein
President
Klein & Partners, Inc.
Hinsdale, IL
rob@kleinandpartners.com

Jennifer Simmons
Vice President Marketing Strategy & Research
bvk
Boulder, CO

Market research is changing. Technology affords us the opportunity to reach people in new ways and analyze questions like never before, yet it also is making it harder to reach people in traditional ways. Learn where data collection is heading and become comfortable with these new ways, as well as explore new ways to ask and analyze old questions. It’s time to adapt to the reality and opportunity of research in healthcare.

You will learn to:

• Use telephone (land line vs. cell phone) and online surveys to conduct research.
• Understand ethnographic research and mystery shopping (e.g., diaries).
• Use patient opinion leader groups (online and in person) as feedback mechanisms.
• Develop new ways to ask about loyalty and advocacy.
• Identify your hospital’s relationship style with your patients.
• Investigate new takes on the age-old preference question.