Situation: A large pharmaceutical company was engaged in a strategic planning process to develop new opportunities to generate revenue for outpatient surgery centers under healthcare reform. The company engaged What They Think Research in a two-phase research study. Phase One verified and refined performance measurements and the effect on outcomes. At the end of Phase One, the company developed new business concepts that were tested in Phase Two.

Solution: Phase One: One video focus group was conducted in real-time with hospital Chief Executive Officers and Chief Medical Officers located around the country. Hospital executives provided feedback on potential methods for achieving performance parameters and prioritizing concepts that would have the most impact. Phase Two: A four-day online bulletin board where hospital Chief Executive Officers and Chief Medical Officers located around the country offered input on 11 potential new business concepts.

Result: Based on the research results, the pharmaceutical team was able to make recommendations to senior management on new products/business strategies that would generate the most revenue for outpatient surgery centers under healthcare reform.

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