QUESTIONNAIRE

“Customer preferences towards Advocacy Marketing in select Corporate Hospitals.”

 To identify the parameters of advocacy marketing.
 To study customers’ perception regarding the advocacy marketing measures of corporate hospitals.
(The influence of customer advocacy on customers’ preference decision.)

 To study the impact of customer advocacy in medical services

A. DEMOGRAPHIC PROFILE

1. Name (Optional)

2. What is your age?

0 - 24years
25 - 40 years
41 - 64 years
65 or older

3. Gender: Male Female Others

4. Income: 0 – 4 lakhs
4 - 8 Lakhs
8.1 And above

5. Home State:
Assam Arunachal Pradesh Mizoram Tripura Nagaland
Sikkim Meghalaya Manipur

B. PERTAINING TO OBJECTIVE-2(how would you decide on which hospital to visit)

6. What are you looking for while making decisions to choose a hospital for treatment?
(Rate 1-4, 1 being the most important)
Proximity (Location)
Recommendations
Prices
Advertisements

7. According to you, what is the most important source of information, when choosing a hospital?
(Rate 1-4, 1 being the most important)
Corporate message/ business information/ promotional material
Customers’ online reviews and opinions
 Professional content available in newspaper/Online blogs
Information by doctors

8. Rank on the basis of maximum time spent in research before visiting a hospital: (1- 10, 1 being
the highest)
Advertisement on TV/Radio
Consumer report’s hospital ratings
Facebook/YouTube content
Online reviews and posts
Patient experience/ outcome
Patient’s surveys/Government surveys
Friend/ family recommendation
Doctors’ referral
Employee referral
Pre-visit mini tours

9. Please complete the following questionnaire by ticking the most appropriate box?

I. In the past I have decided not to visit a hospital because of its poor review.
Strongly agree
Agree
Not certain/ not applicable
Disagree
Strongly disagree
II. Positive review provides me with more information about hospitals than a negative one.
Strongly agree
Agree
Not certain/ not applicable
Disagree
Strongly disagree
III. Negative review provides me with more information about hospitals than a positive one.
Strongly agree
Agree
Not certain/ not applicable
Disagree
 Strongly disagree

10. How frequently are you inclined to-?

 Do you search for online activities of hospitals in social media before visiting one?
Frequently
Occasionally
Rarely
 Do you provide hospital online ratings?
Frequently
Occasionally
Rarely

11. Do you report in case of discrepency-

Yes
No
11. a. Please choose the probable issues faced during discrepancy reporting (complaints)-

No appropriate forum
Inflexible and out dated system
Fragmented and slow down process
Lack of real time process visibility
Other………………………………………

12. Why would you choose to not visit a hospital again? (Rate 1 to 4, 1 being the most important)
Poor clinical trial
Poor customer service
Lack of convenience
Long in-office waiting hours
13. What is your take on Hospital feedback mechanism?
I usually avoid responding to feedback form, I find it time-consuming
I do reply to feedback forms, I experience a sense of belongingness.
Others……………………………………………….

PERTAINING TO OBJECTIVE-3 (expectation N impact)

14. General expectations:
Statements Highly Agree Neutral Disagree Highly
Agree Disagree

Hospitals should be of repute.

Hospitals should provide
transparent
information about practitioners
availability
Hospitals should be well built
and equipped with the latest
medical miracles.
Hospitals should have basic
cafeterias and better sanitations
Hospitals should have better
front desk services
Hospitals should provide
flexibility in schedules for
outdoor patients
Hospitals should have waiting
space for attendants of patients.
Hospitals should have a
feedback mechanism for
customers
Hospitals should be visible
enough in social media to draw
customers
Hospitals should provide
immediate response to
customers’ query
Hospitals should give away
discounts
as per consumers' income
strata
Hospitals should provide
detailed
Information as and when
required.
Should have strong internet
presence by providing easy
access to lab reports without
having to visit the premises.
15: likeliness to be impacted-Advocacy measures
Statements SA MA N MDA SDA
1. Preference of
hospitals with
activities in social
platforms
2. The hospital should
have events to
rejoice successful
operations and
achieving targets.
3. Hospitals that can be
pre-booked online
are of convenience.
Hospitals that give
concessional offers
to succeeding visits
including family are
preferable.
4. Online applications
of the respective
hospitals give good
insight on the
operations of the
hospitals
5. Hospitals covered
under my insurance
claim are at best for
me.
6. Hospitals referred
by my work
organisation
(companies) enable
me to have chaos
free experience.
7. I’m inclined to
hospitals that give
me discounts and
offers for
pathological tests
during stipulated
time bound. It saves
my time and I trust
because of prior
experience.
8. Hospitals should
install software to
 keep track of their
customers for
continual updates
and schedules for
reviews.
9. Hospitals that
provide me
reminder calls for
reviews and routine
check-ups are easier
to choose
10. Hospitals should
provide concessions
and rewards on
referrals to others.
11. Hospitals should
provide messenger
association of direct
doctor-patient.

16. How many times have you visited a hospital for treatment on a friend/peers’
Recommendation over the last two years 0-1 2-3
3-4 4 and above

17. Do you write reviews or post on social media after visiting a hospital about the service credibility
and to opine the prospect customers looking for a reliable source of information?
● Yes
● No
● Maybe/Sometimes

18. What makes you write a review about your experience in a visit to a hospital?
 Because I’m satisfied with the treatment offered
 when I’m disappointed with the service, I definitely post my thought
on it.
 I usually do irrespective of satisfied or dissatisfied I am.
 Other………………………………………………………………………………..
19. How likely are you to recommend this hospital to a friend/ colleague/ relatives?
(1 being the least, and vice versa)
1 2 3 4

20. What else would you like to know/expect from a hospital?.........................

Thank You...