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