Making the Most of Hospital's Prestigious Brand

Prestigious hospital has consistently ranked among the top in the country.

Importantly, the hospital relies on a steady stream of patients from the local market who require lower complexity care. However, the local market is also very competitive.

TRC assessed consumers’ perception of the hospital’s value in the context of access and overall cost of care.

We employed conjoint analysis to understand trade-offs when parents select a hospital for treatment.

Results indicated there was little benefit in modifying pricing strategy. Instead, we uncovered the impact that improvements to access would have on the hospital’s share for specific conditions.

Our results were used to gain executive approval for investment in specific patient access programs and also to prioritize marketing efforts.