In depth interview: Hospital Brand Equity

MDP: What is Patient-based Brand Equity (PBBE) formation process of Indian Hospital (healthcare
service) and How to improve Brand equity of Hospital?

MRP:
1. To identify major components of Patient-based Brand Equity for different types of hospitals and for
patients with different disease & for different medical needs.
2. To understand the impact of Patient’s experience on PBBE development process
3. To understand the effect of different service marketing activities on Patient’s experience & PBBE
formation process for different types of hospitals and for patients with different disease & different
medical needs.
4. To identify the impact of demographic and personality profile of patient on PBBE development process

Objectives:
1. To understand the patients’ perception & knowledge towards different types of hospital (Private & The
Govt) and to identify factors affecting customer’s choice for any hospital
2. To find out the meaning of Patient-based brand equity (Price Premium, Word of Mouth, Patronage
Behavior) for different types of hospital (private/public)
3. To identify components of brand equity of hospital from patients’ perspective
4. To understand the impact of Patients' different type of disease (Long term & Short term Disease) &
different medical needs (Routinized, Special & Emergency needs) on perception towards different types
of Hospitals & their brand name
5. To understand patient’s experience towards different types of hospital for different medical needs.
6. To identify different service marketing activities undertaken by different types of hospital (Private &
the Government) and to understand its effect on patient’s experience with the hospital.
7. To understand the impact of patient's socio-demographic & personality profile on PBBE development
process?

Screening questions:
1. What disease are you suffering from?
2. Have you ever been hospitalized before?
3. Are you medically insured?
4. Would you consider continuing this hospital again or you are interested in visiting other
Hospital?
5. How frequently do you visit this hospital (for your treatment as well as for your relative’s
treatment)?
6. Which hospital service are you availing of (Routined, Special, Emergency services)?

Hospital Brand & Consumer Choice behavior

a. What comes to your mind when I say hospital?

b. What are different types and different brands of hospital you know of? How can we group them
together- what will drive the group? What is common /different across groups?

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c. Let us take these hospitals and put them on a grid
A B
Best Hospital Somewhat similar to Worst hospital
C D
Somewhat similar to Best hospital Worst Hospital
d. When you say you want a “best hospital”, what do you mean by the best? Can you describe your
best Hospital in terms of facilities and services offered to you? What don’t all worst hospitals
have?
e. Does hospital brand name affect your hospital patronage behavior, your willingness to pay
premium service charges and your word of mouth behavior? If so how and why? If not why?
f. Is this Hospital best choice for you? If so why and if not why? Which service/facility do you find
good & which service/facility which do you find bad?
g. Please rate your hospital Brand on a scale of 1-9.

Service Marketing Activities of Hospital & Hospital Brand (Input Variable)

a. Which all hospital service activities/facilities are you aware of? How these activities/facilities
affect you and brand name of this hospital?
b. Whether Service Charges and Accessibility to Care of this hospital are good? What aspect is
good? What aspect is bad?
c. Whether Core medical services of this hospital are good? What aspect is good? What aspect is
bad?
d. How do you find physical evidence of this hospital in terms of atmosphere (appealing
atmosphere), tangible (layout, furniture, design, and lighting) and infrastructure facilities
(ambulance) of this hospital? If good why? If bad why?
e. How do you find Technical Processes of the hospital in terms of expertise, outcome & safety
measures of this hospital process? If good why? If bad why?
f. How do you find Administrative Procedures of this hospital in terms of timeliness of activities,
operational (well maintained record, discharge, & admission procedure) and support (activities
other than medical services) activities of this hospital? If good why? If bad why?
g. What opinion do you have about Interpersonal care activities in terms of interaction activities,
relationship activities and Doctor’s Care of this hospital? If good why? If bad why?
h. Is there any other facility/service of this hospital which you like or you don’t like? If so, which
ones & how are they bad or good?

Patient Experience & Hospital Brand Equity (Mediating & BE Component variables)

a. What are your expectations from this hospital? Have those been met or not?
b. How will you describe your experience with this hospital during your visit to/stay in this hospital?
Do you feel pleasant during your visit to /stay in this hospital? If so, what does make your
experience pleasant & if not what does make your experience unpleasant?
c. Whether you think you are relieved from the illness you have? What aspects of this hospital do
you think help you in relieving from disease?

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 d. Would you like to suggest any thing to improve your experience at this hospital?
e. Do you feel associated with this hospital? If so why & how and if not why?
f. Does this hospital provide quality services? If so how and if not why?
g. Do you find this hospital valuable? If so how and if not why?
h. Do you feel this hospital is trustworthy? If so why and if not why?
i. Will you like to continue your patronage with this hospital? If so, why and if not why?

Introduction

a. Name, Age, Sex, Marital status, Family income per month, No. of dependent in family,
Occupation/education

Psychographic Profile of Patient:

1. How will you describe yourself as patient?

2. How would you describe yourself on the following?

High Moderate Low

1. You are Quiet
2. You are Tolerant
3. You are Disorganized
4. You are calm
5. You are Conventional
6. You are Outgoing
7. You are Cooperative
8. You are Dependable
9. You are Insecure
10. You like New
11. You are Sociable
12. You are Suspicious
13. You are Goal Oriented
14. You are Enthusiastic
15. You like Status quo

Conclusion

What is one last thing you want to say about this hospital brand?

Deliverables of In depth interview

1. Proposition checking
2. Face validity of items of variables

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 3. Patient Experience variable defining/items generation

Target Sample
Ongoing Patient