Peninsula Health

CASE STUDY: In-depth market research and marketing strategy.

Ellis Jones  •  Thursday June 9, 2011
Government  •  Health & Ageing

Client 

With close to 800 beds, public health group Peninsula Health provides a wide range of services from obstetrics to aged care, rehabilitation, emergency and intensive care, oncology, psychiatric services and Hospital in the Home (HITH). It was metropolitan health service of the year in 2007 and 2009. The group’s Mepacs personal alarm division is a growing service and contracted to provide assistance to over 20,000 Victorians through the state government’s Personal Assistance Victoria (PAV) program.

Challenge

Ellis Jones was commissioned by Peninsula Health to undertake an in-depth market research and marketing strategy project for its Mepacs personal alarm service. The challenge was to ensure private client market development strategy was based on robust intelligence and differentiation from other providers, ultimately leading to a more sustainable balance of private and public clients.

Response 

A mix of research methods were applied to understand the competitive environment, define key relationships, find out what really drives customer purchasing of personal alarm products and services, as well as forecast market size and growth.

A literature review was completed before programming telephone surveys of target groups: seniors and carers. Concurrently, over 50 in-depth telephone interviews with senior representatives of industry groups and private companies were undertaken applying the agency’s Research as Engagement methodology with great results. 

Outcome

The project yielded a strong understanding of the emotional and functional drivers for selecting an alarm service, paths to purchase and barriers to uptake. Ellis Jones consultants also built relationships key industry figures and gained approval for ongoing communication, establishing important avenues for channel partner arrangements, word of mouth and structures marketing. 

All intelligence informed marketing strategy, visual identity and web development, also delivered by Ellis Jones.