After finding success in using focus groups to evaluate advertising campaigns, Sheepherd Hospital has applied the consumer research tool to its surgical suite. In September, a focus group consisting of four community members, three former patients and a ventriloquist from a traveling circus provided feedback that led to significant changes in the hospital’s open-heart surgery program.

“We have had a long history of success using focus groups to improve our advertising,” said Sheepherd CEO Jerry Feeble. “They have consistently provided invaluable advice, like how our ads should include more doctors in them, or how the logo should be much, much bigger. Read the full story »

For the first time in 20 years, the hospital message “we care” has been usurped as most valued message from a hospital. The new champ? “Our physicians are board certified.” That’s according to the annual consumer survey conducted by the Center for Research About People. Each year, it randomly polls 10,000 adults between the ages of 37 and 38 in the U.S., and asks them the following question: “Which message is most likely to get you to abandon the physician you’ve seen for years, drive 100 miles out of your way, or otherwise choose a hospital service you ordinarily would never consider?” Read the full story »

National hospital rating firm MedRankers has announced new weekly awards for clinical quality. The weekly awards will replace the annual awards already in place, with additional categories and classifications also in the offing. 


“We’ve done patient surveys, and people have indicated that they can’t make informed decisions based on quality awards that are only given annually,” stated company spokesperson Cindy Hinky. “From our perspective, the more ways we can slice and dice quality rankings, the more information patients will have. If we can have 10 rankings, why not 100, or 1,000? More is always better.” Read the full story »