Staying on top in the marketplace—or developing tactics to get there—depends on knowing how your consumers think and make healthcare decisions. The PRC Consumer & Brand Study is the most comprehensive market assessment available, providing you with reliable data to see how your hospital’s services and programs stack up against the competition. You can track unaided awareness and hospital preference. Find out which hospitals consumers think are best for specific product lines, services, and attributes. Measure the effectiveness of a recent advertising campaign. Learn what is most important to consumers when they select a hospital. Keep tabs on consumers’ utilization of other hospitals in your area.

Fully-Customized Marketing Research

PRC provides custom research for achieving excellence and knows that your organization’s future depends on a number of strategic decisions. Making these decisions without quality research is a dangerous prospect. Working with over 2,000 hospitals since 1980, we’re ready to help you get the information you need to position your organization for success. PRC knows that your hospital and market is unique. We’ll design a survey specifically for your hospital based on what you want and need to know. We provide a base questionnaire with more than 80 measures to help get you started. What are your consumers thinking? Take the Pulse of Your Next Patient.

Reaching your local community requires more than off-the-shelf research. PRC delivers comprehensive market assessments based on customized surveys of your unique service area. Additionally, each year, PRC conducts a nationwide assessment to provide a baseline against which you can compare your market area’s results. With a clear view of your world, you’re better positioned to develop effective strategies to achieve your goals.

Choose PRC

Tired of research that’s off the shelf and off the mark? Choose PRC to be your partner and create custom research solutions designed to increase loyalty, capture market share, assess consumer engagement, analyze marketing campaigns, and identify the differentiating factors that will create a true competitive edge. Contact us and get started now.


Is awareness of your brand helping grow your market share?  Are you able to determine if your market share is due to preference, convenience, or just a lack of good options?

Having the highest market share or being the best-known hospital in your industry does not mean that you have a strong brand. Many factors affect perceptions and actual hospital use, some of which are not necessarily things your branding can control. PRC’s Brand Power Index (BPI) is a proprietary calculation of various brand attributes that assigns a single number to an institution and its competitors in a given market to reflect the strength of their brands. PRC’s BPI not only looks at how an institution is scoring, but also at how an institution should be scoring. This allows hospitals and health systems to assess the strength of their brand compared to the competition and track how the brand trends over time.

Flexible, easy to implement, and tailored to your unique market position

If you have already been conducting consumer research with PRC, you will not need to create and administer new survey questions. PRC’s flexible new tool enables you to use insights from data you have already gathered, focused on questions that are important to your unique situation, to retroactively calculate your BPI. You will not need to establish a new baseline or ignore data you have been collecting for years. PRC's Brand Power Index is a turnkey solution you can implement using your existing PRC research.

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Volatility and uncertainty continue to play outsized roles in today's healthcare marketplace. About the only thing consumers can count on is that things will change. In this unpredictable environment, healthcare consumers are looking for control. They want to feel that they have a say in their care. And their voice is coming through loud and clear in PRC’s 2017 National Consumer Study.

Insights such as those collected in this annual report can create opportunities for healthcare organizations to better understand consumer perceptions of their brand within their local markets. Conducting local and regional market-based studies enables them to clearly and objectively assess their local or regional competitive position and develop strategies to achieve organizational and mission-centered objectives.

Excellence is the true differentiator. Patients who feel that the care they receive is excellent are four times more likely to recommend a caregiver than patients who feel the care is very good. Discover this, and so much more, when you download the PRC 2017 National Consumer Study.