Assessing Patient Willingness to Use Medical Services

Client: Major Hospital System

The Problem: Our client needed to understand why individuals in their community might be hesitant to seek preventative medical care and how drivers of hesitation varied across a large metropolitan area.

Our Approach: We developed a quantitative methodology to uncover community members’ key drivers of concern as well as an understanding of perceived trusted resources (e.g., physicians, family, clergy, media, community outreach).

Our Results: Our work generated personas that the hospital and its consortium partners could use to deliver tailored communications and marketing messages to individuals with varying concerns and needs. Our team also developed communications resources to help the consortium employ behavioral sciences best practices as part of their overall effort.