Hospital Corporation of America (HCA) engaged Moore Communications Group and Integrated Insight to help plan services in the tourist community of Northwest Florida. HCA provides services to tourists in need during their vacation, as do other hospitals and walk-in clinics. The company was interested in understanding how tourists research and choose healthcare providers when visiting an area that is somewhat unfamiliar. Specific objectives included determining awareness of brand/healthcare services; identifying the level of knowledge and perception of services provided by the client; understanding how tourists hear and learn about healthcare options while on vacation, and the primary motivators/barriers for choosing among options. The research also tested specific brand and service messaging.
Baseline and Tracking Research, Concept Testing, Customer Experience & Employee Engagement