09 Jan Business Research Methods, 14e/Schindler
Business Research Methods, 14e/Schindler
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>cases
Northeastern Ohio is a highly competitive health-care market, especially for the
care of seriously ill children. With powerhouse health care institutions like the
Cleveland Clinic venturing into the children’s care segment, Akron Children’s
needed a way to differentiate itself. The research profiled in this case helped
develop the positioning of Akron Children’s hospital and its promotional approach
that resulted in an increase in its bed-occupancy rate, a key metric in the health
care industry.
>Abstract
>The Scenario
Used with permission
of Pamela S. Schindler.
© 2008.
Akron Children’s Hospital, Part A
The Midwestern hospital market is fiercely competitive, especially in Northeast
Ohio. Akron Children’s Hospital, which competes in this environment, was
established in
1890 and today is the region’s largest pediatric care provider with 253 beds. It
offers 30 practice areas of medicine and surgery, specialized for children. Akron
Children’s operates, however, in the shadow of two nationally recognized hospi-
tals in nearby Cleveland: Rainbow Babies & Children’s Hospital and the Cleve-
land Clinic. Rainbow, with 244 beds, has been ranked among the top five
children’s hospitals nationwide by both U.S. News and World Report
and Child magazine (which rates neonatal care at Rainbow second in the
nation). The Cleveland Clinic, with 47 child beds, is not ranked for pediatric
excellence but has earned a reputation as one of the top three hospitals in the
country.
Even in such company, Akron Children’s has also distinguished itself for medical
excellence. It was the first to grow human skin for treatment of burns and the first
to offer intra-operative MRI for removal of brain tumors. It cares for the largest
Hemophilia B population in the world, is one of only two U.S. hospitals with a
pediatric palliative care program (which eases pain for terminally ill patients), and
is the only hospital among its competitors to offer cancer support programs for
teens.
Although innovative, larger, and well regarded, Akron Children’s was being
overshadowed by competitors in its core markets. It needed a communications
strategy to distinguish itself and to convey its commitment to children and to the
highest-quality and most medically advanced care.
Business Research Methods, 14e/Schindler
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Akron Children’s Hospital-Part A
>The Research
Akron Children’s turned to long-time re-
search and communication partner, Marcus
Thomas LLC, for insights and recommenda-
tions. As the firm’s vice president and director
of research, Jennifer Hirt-Marchand, ex-
plained, “Akron Children’s had limited under-
standing of how parents arrive at the difficult
decision of where to take their children when
acute care [requiring more than three days of
hospitalization] is necessary.” Akron Children’s
wanted to overcome this challenge, and, since
it faced a difficult market in Cuyahoga County
where its competitors were based, it also
needed to devise a strategy to expand beyond
its Summit County home into Portage,
Mahoning, and Medina counties.
Marcus Thomas was asked to identify consumers’ hospital-choice decision
process and to index perceptions associated with hospitals in the market. Initial
research revealed that although consumers gave high survey ratings to medical ca-
pabilities and care they perceived as high-quality, their decisions in selecting hos-
pitals were often driven more by emotion.
To peel down to the emotional core driving these decisions, Marcus Thomas
conducted an observation study in the first phase of research. It negotiated per-
mission to shadow physicians, parents, and child patients as they worked through
testing, diagnosis, and treatment. Marcus Thomas researchers “were flies on the
wall while kids attended checkups, were admitted to the ER, were undergoing
surgery, prepping for surgery, and more,” according to Hirt-Marchand. “We spent
days in the hospital watching the interactions of patients with physicians, nurses
and other staff members.”
Researchers listened to, watched, and recorded first-hand physical and
emotional reactions and heart-wrenching conversations. Marcus Thomas partner
and creative director Joanne Kim shared, “We watched how the doctors talked
to the children about their health problems, in kids’ terms, rather than talking just
to the parents. We observed how parents were encouraged to stay with their chil-
dren at the hospital 24/7 and how this philosophy helps children with the healing
process. We saw how the staff, facility, food—everything about Akron
Children’s—truly focused on kids being kids.”
Their analysis resulted in what Marcus Thomas believed could be a compel-
ling brand promise, one that could be owned exclusively by Akron Children’s
Counties in northesastern Ohio
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>>>>>URLs
>>>>>Sources
Akron Children’s Hospital-Part A
>>>>>Discussion Questions
1. What is the management-research question hierarchy for Akron Children’s
Hospital?
2. What are the advantages/disadvantages of an observation study for this
research?
3. What does the brand promise recommendation reveal about what researchers
experienced and concluded from their study?
4. If you were designing such an observation study, what would you direct
researchers to record/look for/listen for?
5. What ethical issues would surface in hospital studies in general and this study
in particular?
www.akronchildrens.org
www.marcusthomasllc.com
“2005 Child Magazine Ranking,” Child, accessed September 22, 2006 (http://
www.rainbowbabies.org/AboutRainbow/ChildMagazineRanking/tabid/717/
Default.aspx).
“2005’s 10 Best Children’s Hospital,” Child, accessed September 22, 2006
(http://www.child.com/child/story.jhtml?storyid=/templatedata/child/story/
data/1130522345565.xml).
“2005’s 10 Best Children’s Hospital: Specialty Honors,” Child, accessed Sep-
tember 22, 2006 (http://www. child.com/child/story. jhtml?storyid=/
templatedata/child/story/data/130522345565.xml&categoryid=/
templatedata/child/category/data/1131546614395.xml&page=13).
“A Continuing Legacy of Caring for Children,” Child, accessed September 22,
2006 (http://www.rainbowbabies.org/AboutRainbow/tabid/301/
Default.aspx).
“About Akron Children’s,” Akron Children’s hospital, accessed September 22,
2006 (http://www.akronchildrens.org/cms/site/14908a4d74b348d5/
index.html).
Akron Children’s Hospital TV and radio spots provided by Marcus Thomas
LLC via DVD.
“Akron Children’s Hospital,” Wikipedia.com, accessed September 22, 2006
(http://en.wikipedia.org/wiki/Akron_Children%27s_Hospital).
Hospital:
Akron Children’s Hospital focuses ALL of the hospital’s resources
(energy, creativity, state-of-the-art technology, compassion, techni-
cal skill, competence, etc.) toward the simple goal of helping every
child reach his or her full potential.
If a parent believed the brand promise, then they would trust Akron Children’s
Business Research Methods, 14e/Schindler 4
“America’s Best Hospitals 2006 Methodology,” RTI International, accessed Sep-
tember 22, 2006.
“Best Hospitals 2006: Honor Roll,” U.S. News & World Report, accessed Sep-
tember 22, 2006 (http://www.usnews.com/usnews/health/best-hospitals/
honorroll.htm).
“Case Study: Akron Children’s Hospital: Renewing a Brand Promise,” Marcus
Thomas LLC, providedby e-mail, September 2006.
“Cleveland Clinic Children’s Hospital for Rehabilitation,” U.S. News & World
Report, accessed September22, 2006 (http://www.usnews.com/usnews/
health/hospitals/directory/glance_6410650.htm).
Jennifer Hirt-Marchand, vice president, director of research, Marcus Thomas
LLC, phone interviews,August 20 and Sept 15, 2006, and numerous e-mails.
“Methodology: What It Means to Be Best,” U.S. News & World Report, ac-
cessed September 22, 2006 (http://www.usnews.com/usnews/health/best-
hospitals/methodlogy.htm).
“Rainbow Babies and Children’s Hospital, Cleveland,” U.S. News & World Re-
port, accessed September 22, 2006 (http://www.usnews.com/usnews/health/
best-hospitals/directory/glance_6410920.htm).
Robin Segbers, manager of planning, Marcus Thomas LLC, phone interview, Au-
gust 20 2006.
Our grateful thanks for the willing participation of Akron Children’s
Hospital and Marcus Thomas LLC.
Akron Children’s Hospital-Part A
