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KNOWING AND VALUING YOUR AUDIENCE.

Insights and Analysis

A tribal health organization was preparing to embark on a $12.5 million renovation project to improve maternal child health services—one of its primary service lines. As local competition was also ramping up marketing efforts that targeted tribal communities, the project became a critical factor in the financial health and overall sustainability of the organization. To ensure the upcoming improvements aligned with the needs and demands of its evolving customer base, the organization needed to accurately identify what women, children and their families desire and expect in health care services.

 

Planning

Our team designed and launched the first community feedback collection and processing effort on behalf of the service line with the goal to learn more about what is important to patients related to the health care provision for women and children—and what affects decisions about where to receive these services.

 

Execution

Multiple recruitment approaches were used to ensure broad representation from across the community, including social media, point-of-contact communications and word of mouth. One hundred total respondents participated in a community feedback project over three months that included both small group discussions and one-on-one interviews. Feedback notes were taken in real time and then transcribed on individual feedback forms. A group affinity cycle was used to organize the qualitative data results into identified themes, which were further summarized into results and implications for service design and decision-making.

 

Evaluation

The feedback effort identified several main themes related to cultural relevance, care options, facilities, and provider relationships that were used to drive operational changes within the organization, as well as general decision making related to the renovation project.

 

The effort also prompted the development of additional ongoing feedback forums, including a virtual customer advisory group and an internal working group to align the service line’s operations with customer values and priorities over time.

LET'S BEGIN THE CONVERSATION.
TELL US WHO YOU ARE.
TELL US ABOUT YOUR PROJECT.

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