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A group of Cardiologists wanted to enlarge their practice in the face of strong competition. They also wanted to know the stature of an area hospital that they were planning to affiliate with.

Objectives:

1. To learn where Primary Care Physicians refer their patients for advanced heart care, and if driving distance is a factor in their decision.
2. Measure patient awareness of advanced heart care institutions in a five county area, and how patients rated them for advanced heart care.

Methodology:

1. Using FAX and direct mail, we sent questionnaires to 209 clinics and PCPs in the five county area.
2. Interviewers contacted heart patients at home. 112 interviews were completed in the five county area.
3. Primary Care Physicians preferred the client for advanced heart care by a wide margin—the client was preferred by fully 25% of respondents. Physicians did not consider driving distance a factor.
4. 54% of patients were familiar with the client's clinic. The client was tied for second as the preferred source for the patient's own advanced care. The proposed merger partner ranked well indicating that it would be a good match.

Marketing Applications of the Survey:

1. They intensified their promotion to develop greater awareness among both physicians and patients.
2. The copy emphasized skill, equipment and experience—all characteristics valued by patients.
3. The partnership was approved.

Survey Price: (Both sections) $6,800.