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MICHIGAN SCIENCE CENTER EXHIBITS ON MEDICAL RESEARCH

Power Marketing Research was asked to partner with the University of Michigan and the Michigan Science Center to help design and develop two exhibits. This presented a unique opportunity to interact with the general public during the actual creation of exhibits that would eventually be used by thousands of people.

The exhibits focused on medical research and providing information about the consent process for adults and children. Three sets of focus groups were conducted, one with adults, one with youth ages 8-12, and another with youth ages 13-18.

The focus group sessions were conducted during various stages:

  • Front End: To develop the overall goals for the exhibit.
  • Formative: To gather feedback on the prototype text, graphics, and interactive exhibit features.
  • Remedial: To refine and enhance the exhibit.
  • Summative: To gather comments about the overall exhibit effectiveness and future directions for research.
In addition, PMR conducted in-depth interviews on the floor of the Michigan Science Center with visitors after they used the exhibits. These on the spot interviews gave us immediate insight into reactions to the exhibit and how visitors felt about their experience.

After the initial exhibit was put on the exhibit floor, it was determined that the content might be better suited to another location. The "Medical Breakthroughs" exhibit was moved to the Mott Children's Hospital at the University of Michigan.


BURCHAM HILLS CENTER FOR HEALTH AND REHABILITATION

Burcham Hills is a nonprofit retirement community located in East Lansing, Michigan. The organization has launched a new rehabilitation services division called the Burcham Hills Center for Health and Rehabilitation. Our goal was to gather data about the public's general perceptions about rehabilitation centers; measure brand awareness; and test a series of potential new identities.

Brand Identity

The process began with the staff of Burcham Hills completing the Power Marketing Research marketing workbook. This tool provided guidance on how to craft the new identity. It also helped solidify what really set Burcham Hills apart from their competition. This differentiator helped serve as the basis for the new identity. After a series of potential logos and taglines were developed, we were ready for a test run.

Focus Groups

PMR conducted two focus groups for Burcham Hills — one with a group of past clients and one with a set of potential clients. In this case, focus groups helped the organization get a clearer picture of the their current and potential clients. What factors are important when choosing a rehabilitation center? What makes on center better than another? Where could Burcham Hills make improvements? We also tested a series of possible logos and taglines to gauge relative effectiveness. The project concluded with Burcham Hills choosing a new identity and Power Marketing Research creating a new corporate brochure to reflect that identity.


EATON RAPIDS MEDICAL CENTER

Eaton Rapids Medical Center (ERMC) is an Eaton Rapids based critical-access hospital with twenty beds, a number of specialty clinics, and an emergency department. In 2005, a series of major improvements were completed, including the addition of a new operating room and expansion of the prep and recovery area in surgery.

ERMC was interested in gathering information about local residents and looked to Power Marketing Research for assistance. We conducted a series of four focus group sessions with residents in varying demographic categories. The purpose of the focus groups was to gather opinions and perceptions about local health care providers; discuss how residents choose a healthcare provider; collect opinions about ERMC; and discuss community awareness of ERMC.

Power Marketing Research assisted ERMC further by using the results of the focus groups guide their strategic marketing plan. Finally, we helped ERMC develop a postcard campaign to reach out their target audience.


UNIVERSITY OF MICHIGAN DEPARTMENT OF FAMILY MEDICINE

Power Marketing Research has conducted several research studies for the University of Michigan Department of Family Medicine. Projects include a series of focus groups on colorectal cancer with Drs. Michael Fetters and Mack Ruffin. This project began with a series of ten focus groups measuring attitudes and opinions on the health issue. In addition, in-depth interviews were conducted to formulate a website based upon the focus groups. Once the site was complete, a series of usability testing sessions were conducted. All sessions were held in a variety of locations in Michigan with a demographic and ethnic mix of participants.

Another major project for Family Medicine was development of a logo and assisting with website usability testing for the "Stepping Up to Health" project being conducted by Dr. Caroline Richardson.

Power Marketing Research also worked with Dr. Masahito Jimbo on a series of focus groups with clinics currently utilizing the ClinfoTracker software. These focus groups assessed how current clinics are using the colorectal cancer screening portion of ClinfoTracker to track patients. The goal of that project was to learn how to improve the overall shared decision-making process between physicians and patients through ClinfoTracker.

PMR has also conducted focus groups with physicians, their office staff, and patients about Cielo Clinic, a patient management system.