ER Patient Research for Methodist Healthcare System

The Challenge

Methodist Healthcare system was experiencing a decline in patient volume at Emergency Room facilities during the COVID-19 pandemic and was looking to understand the critical factors and concerns of its patients that were delaying/inhibiting their pursuit of health care. 

The Solution

Given the currently prevalent Covid-19 situation in the markets of interest to Methodist Healthcare system, Gold Research recommended conducting agile focus groups “virtually” as they offered the following advantages:

• Allowed gathering of feedback from a mix of all types of patients including those who may be feeling anxious about visiting ER rooms during these pandemic times (and would also not be likely to participate if research were to be held in a focus group facility or an office).
• Enabled patients to participate from the comfort of their own homes.
• Enabled testing of different marketing messages.
• Faster recruiting and data collection.
• Quick results delivery to meet required timelines.

The Results

By leveraging Gold Research’s agile research formats and a patient journey focused approach, Methodist Healthcare was able to very quickly and accurately:

• identify the specific fears and concerns their patients have during the current pandemic that need to be addressed to ensure they get the medical care they need in a timely and effective manner.

• test and evaluate different types of marketing communications and evidence that patients need to see to overcome their concerns to the point where they will visit an ER as they would before the current pandemic.

All planned research was developed and executed within two weeks.

Testimonial:

I had never worked with Gold Research before and reached out to them because I wanted to work with a local firm that could move quickly. What impressed me the most about Gold Research’s team was that not only could they deliver results fast but they also showed a high understanding of patient journeys. This was evident in their empathetic approach toward patients, and how research with them should be conducted during these pandemic times. I and my team enjoyed working with Nitin, Greg and the Gold team.

– Michael Malo, Vice President of Marketing, Methodist Healthcare System