Boston Children’s Hospital: Entering a New Market
Challenge: As part of an aggressive growth initiative, Boston Children’s Hospital identified a hospital in a new and growing healthcare market, which could potentially drive a successful partnership; a key objective would be to develop relationships with pediatric physicians from that service area who might drive complex referrals back to this hospital.
Objective: To gain in-depth learning regarding the parents’ knowledge, behavior, decision-making, perceptions of pediatric hospitals in its service area and to obtain reactions to this hospital potentially having a presence/partnership in the area.
Solution: An exploratory comprised of focus groups was conducted in this market among parents of children who had recently received non-routine pediatric care from a hospital or specialty care clinic.
Result: The exploratory uncovered a high level of health care satisfaction existed in the market for pediatric specialty care. However, Plan-it also identified a potential opportunity to enter this market by leveraging the brand’s vast leadership and excellence across subspecialties, and positioning itself as a collaborative partner to the area’s leading hospital, and one that could fill-in critical gaps and add vast resources.