5 Steps to Improve Your Hospital Value Analysis Studies with Focus Groups
There are a few key steps in every value analysis study that you conduct that should never be missed, ignored or be forgotten. One of the most important steps that is often overlooked in our rush to get our VA study done, is for us to listen to the VOICE OF YOUR CUSTOMERS so that you can clearly understand their wants, needs and desires prior to re-engineering any of their products, services or technologies.
This chore can best be accomplished with surveys, interviews and focus groups. However, I have found that the most efficient and least time consuming way to gather your customers’ critical-to-quality requirements is with FOCUS GROUPS. Louise Lee of SmallBiz Magazine tells us that there are 5 vital steps you need to know about when you are conducting focus groups. I have listed these steps below:
1. Do Your Homework
You need to develop a list of questions beforehand as conversation starters, but your questions should be broad enough to encourage discussion. A good way to start off is to ask your customers how they use the product, service or technology that you are studying. This will break the ice and get the dialog going!
2. Find the Right People
When you’re conducting a focus group not only invite customers, stakeholders and experts to participate in this exercise, but also ask a few non-customers to your session, this can help to give your focus group members some perspective and keep them grounded.
3. Choose a Location
If possible, have the location for your focus group as far away from their work centers as possible. In doing so, you will eliminate most distractions, interruptions which will shorten the length of your session.
4. Pick a Moderator
Most focus groups can last as long as two hours, and participants can be combative, blunt and critical of your efforts. Consequently, if you don’t feel comfortable in this environment have one of your hospital’s facilitator’s moderate your focus groups.
5. Discuss Results
Once you have completed your focus group, analyze your findings. Look for themes and ideas that stood out in the discussion, and see how you can use them to guide your value analysis study. And be prepared for negative feedback about your focus group, since most people in your hospital don’t like change.
As you can see, conducting a focus group takes time, planning, and analysis to truly comprehend the VOICE OF YOUR CUSTOMERS in any VA study that you conduct. From my experience, conducting focus groups as an integral step in your VA studies will improve the quality of your studies 10-fold. As an added benefit, it will clearly demonstrate to your customers that you really are interested in their opinions, comments and advice by your actions and subsequent results.
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