health and social care marketing research report andrew corcoran 7 th november 2007

Health and Social Care Marketing Research Report

Andrew Corcoran

7th November 2007

See Project Initiation Document

Online questionnaire through CP@W:19th Sept-22nd Oct

79 responses received (63 were complete)

Yielded 50 contacts willing to talk with us again

18 weeks from approval to report (5.7.07-7.11.07)

Cost £1,470 (84% of budgeted cost)

Process

Profile of Respondents

Age Location

Profile of Respondents

Occupation Employer

Q1: Highest education level achieved so far

73% of our audience have studied at undergraduate level

Q2: Main motivator for doing a course

79% have CPD objectives

Q3: Career attitudes

Our audience is moderately ambitious

Q4: Biggest challenges to undertaking a course

More efficient learning methods are required

Q5: When do you expect the next change in your employment/career to

take place?

Our audience expects to their role to change once every 1½ years

Q6: When in the year would you prefer to do a course?

Courses can be programmed year-round

Q7: When during the week would you prefer to do a course?

There is some flexibility in timetabling

Q8: What would be your preferred length of study?

Solid demand for term-based and 1-year learning programmes

Q9: Where would you expect the majority of the learning contact to

take place?

UW preferred as a base for a blended model

Q10: Would you want your course to lead to a recognised academic award?

Strong demand for award-bearing programmes

Q11: What would be next after doing your course?

Flexible course offer and qualifications structure.

Q12: If you want to build up towards a formal academic qualification, how far

would you want to go?

Graduate audience with a strong interest in postgraduate qualifications

Q13: If your desired course is intended to enhance your career, what is the anticipated salary increase you would expect to receive over the next

12 months?

£740 for each programme (33% of annual benefit)

Q14: How would you best like to enquire, book and pay for the course?

Strong demand for e-commerce to augment the selling process

Q15: Who will pay for the course?

Promotion needs to be differentiated for customer and consumer needs

Q16: Which courses might interest you? (top 22 responses)

Strong demand for management skills to augment clinical skills (36% of total course selections)

Q17: Which level would you like your next course to be?

Our audience is keen to progress incrementally

Q18: Which other University and College services would you be likely

to use?

Reasonable demand for a range of non-core services

Q19: How do you know about the University and Colleges in H&W?

Good news and personal recommendation are the best promotional tools

Q20: Would the University and Colleges in H&W be your first choice

for career development and short course programmes?

We have a strong reputation in the sector

Q21: What other short course providers would you be likely to use?

Employers and Professional Bodies are the key influences in the sector

Client Profiling

Graduate audience wishing to build a post-graduate qualification from a selection of CPD modules that reflect their the needs of their job roles which are changing every 18 months

Learning should be delivered in a time- and cost-efficient manner, using a blended model and based at UW, in the form of jointly-funded programmes costing around £740 and lasting between 4 and 12 months

Courses could be offered during weekdays on a rolling basis throughout the calendar year

The University and Colleges of H&W have a strong reputation for this type of service and should augment this with strong links to professional bodies and employer’s in-house training programmes for maximum effect