Research Project commissioned by Health Yourself Ltd in

collaboration with the University of Bradford.

Project executed by the Bradford University School of

Management

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 Contents

Section 1 - Introduction ………………… pg. 3

Section 2 – Research Objectives ………………… pg. 4

Section 3 – Data Analysis Methodology ………………… pg. 5

Section 4 – Research Findings and Analysis ………………… pg. 7

4.1 – The Public Sector Perceptions ………………… pg. 9

4.2 – The Private Sector Perceptions ………………… pg. 13

4.3 – The NGO Perceptions ………………… pg. 15

4.4 – Employee Focus Group Transcripts ………………… pg. 16

4.5 – Focus Group Summary ………………… pg. 20

4.6 – Employer perceptions of Health Screens ………………… pg. 22

Section 5 – Recommendations ………………… pg. 23

List of Tables
Table 1 – Sample Table for Analysis …………………. pg. 6

Table 2 – Interview Transcripts – Public Sector …………………. pg. 8

Table 3 – Interview Transcripts – Private Sector …………………. pg. 12

Table 4 – Interview Transcripts - NGO …………………. pg. 14

Table 5 – Focus Group Summary …………………. pg. 20

Table 6 - Employers Interview Transcript …………………. pg. 21

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Section 1: Introduction
This research was commissioned by Health Yourself Screen Ltd (“HYS”) to test the market
for its new range of services including Health Screens for its

 Corporate Customers

 Individual customers

 Non Governmental Organisations (NGOs)

The fieldwork for this research was undertaken in [December 2009 and January 2010] and
involved one to one interviews and focus groups and covered 20 (twenty) participants based
in Yorkshire. The research was conducted across all the three sectors – public, private and
the third sector. The results from the research and our recommendations from the findings
are summarised in this report.

Any queries from this report should be directed to Mr. Martin Haley (Research Supervisor) or
Miss Amruta Iyer (Research Associate) on the contact details shown below.

Name Amruta Iyer

Phone 079 851 310 99

Email a.iyer@bradford.ac.uk

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Section 2: Research Objectives
The Health industry, in particular the Private Health sector, is service based. Therefore the
empirical research examined the following seven characteristics:

1. Product

 Based on the product suite that HYS currently offers, what will be the correct product
mix?

 Do certain sectors have a preference towards specific products (tests)?

 Do different age groups prefer different tests?

 What tests do staffs expect from their employers’ Employee Benefit Schemes?

2. Price

 What price mix are the public willing to pay?

 What price mix do employees think is affordable for their employers’ Employee
Benefits scheme?

3. Place

 What is the ideal location for the tests to be conducted?

 Does the public prefer any location in particular?

 Are there any material restrictions on the location of certain tests?

4. Promotion

 What type of promotions do the public/ employees prefer?

 What kind of messages can be sent via the promotions i.e. the scare tactic or the well
being tactic?

 Would there be any issues with sharing personal contact information with HYS?

5. People/Positioning

 What sectors prefer Private Health checkups?

 At what age do people start thinking about their health?

 Does gender have any bearing on the number of tests generally taken?

6. Process

 Do people prefer any particular process with regards to the tests?

 What is their perception of the service at the current Health clinic that they frequent?
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 In particular what elements are preferred?

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Section 3: Data Analysis Methodology
To explore the characteristics and questions stated above, the following methodology was
adopted.

Figure 1 – Data Collection Flow

Phase 1 – Recruit

Firstly the respondents were recruited from the following sectors

 Public Sector (The University)

 Private Sector (Local Businesses in Yorkshire)

 Third Sector (Charitable Organisations in Yorkshire)

Phase 2 – Data Collection

Then data collection was undertaken by conducting in-depth face to face or telephone
interviews. These interviews focused on how employers perceived the services on offer.
Then, to understand how people would behave in groups and if the peer pressure had any
effect, focus groups were also conducted. The focus groups focused on employee
perceptions.

Phase 3 – Analysis

Once the interviews and focus groups were conducted, transcripts were prepared on the
same day. A log was kept for each interview and focus group (sample shown in pg no 6,
table 1). Since this is an exploratory research, emerging patterns and themes were collected
and noted. A few keywords and quotations from participants have been recorded to gain a
better understanding of the emerging themes.

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The analysis was presented using the table overleaf as a template.

Public Sector, Private Sector and NGOs

Employee & Employer Perspective Respondent Respondent Respondent Common

1 2 3 Themes

Perception of Health and Well being

Perception of existing Employee Benefits

Perception of Employee Benefits (Added

on)

Behaviour towards Private Healthcare

Behaviour towards NHS

Behaviour towards Location

(Mix of the tests) FG

Behaviour towards the payment for tests

Perception of the MOT (the extent of the

tests)

Behaviour towards confidentiality

Table 1 – Sample Table for Analysis

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Section 4: Research Findings and Analysis
The previous sections looked at the questions that HYS needed to be answered. The
research and data collection methodology was also examined. This section explores the
research findings and analysis in order to provide an insight into the results of the primary
data.

Based on the Analysis table shown in the previous page (see Table 1) respondents'
perception on each research objective was explored. In order for them to be more
comfortable with the research process, certain questions were disguised and interchanged.
Each of the responses were recorded and summarised in the tables shown below. The
interview transcripts were coded alongside each respondent and a common theme was
deduced.

Firstly the findings of Public sector employees are explored followed by employees in the
Private Sector. Lastly employee perceptions from the NGOs are analysed.

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 Public Sector
Employee Perspective Respondent 1 Age – ND, Gender – Respondent 2 Age 54, Gender – Respondent 3 Age – 50+, Gender – Summary/Common
Female, Job Title – Associate Head HR Female, Job Title- Career Services Female, Job Title – Learning Architect Theme

Perception of Health and Well being "My personal health is important - I don’t "I think I am very aware - especially now "I get regular checkups from the Regular tests not taken
take regular tests though" when I am over 50" University. I think I am well aware."

Perception of existing Employee "I haven't screened myself through "I am aware of the Occupational Health - "I always go to the NHS. Using the Do not avail of those
Benefits Occupational Health" but I have never taken any tests through employee benefits is not my cup of tea." services
them!"

Perception of Employee Benefits "As an employee if the University "I think I would like the University to take NA Positive
(Added on) provided Health Screens my perception such tests - flu jabs, pap smears etc"
would definitely improve"

Behaviour towards Private Healthcare "I think it would be beneficial - not just " I have a loyalty towards the NHS - "I am satisfied with the service at the Positive - via the
screenings but counselling as well" especially when I have paid my taxes for NHS. I don’t think I will be spending on Employee Benefits
them" Private Health care." Scheme;

Neutral - via personal

expenditure

Behaviour towards NHS "I have not had any problems" "I am pretty satisfied with the NHS" " I am happy with the service - yes" Happy with the NHS

Behaviour towards Location "Occupational Health takes you to a clinic "Quite frankly - I am not bothered about "Tests at the University Campus would Office premises - Very
anyway" the location" be good. Anything that is convenient." convenient,

If tests are more invasive

then a clinic

Behaviour towards the payment for "I have not thought about it for my "I would not pay for the tests. I still would "I am satisfied with the service at the Positive - via the
tests personal health really" go to the NHS" NHS. I don’t think I will be spending on Employee Benefits
Private Health care." Scheme; Negative - via
personal expenditure

Perception of the MOT (the extent of “Not sure - I think I am fairly young to be "I know its once a year, but I am not so "Not sure but I have not had anything - I Indifferent
the tests) taking these tests" regular myself" don’t think I qualify for the MOT anyway"

Behaviour towards confidentiality "As an employee I would want my "If the University provided such a service, "Of course I would want the details to be High
records to be kept confidential" I would want all the reports to be kept confidential."
confidential!"

Table 2 – Interview Transcripts – Public Sector

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4.1 The Public Sector Perceptions

The perceptions and attitude of public sector employees towards Health Screenings is
further expanded below.

Perception of Health and Well being

All of the respondents agreed that despite being aware of their health and wellbeing, most
would not take regular tests. Most cited the “inconvenience factor” as being the main reason.
They believed that taking tests during the week would be cumbersome as most are working
professionals. Therefore such tests, which they know they ought to take, are not a priority for
them.

Perception of existing Employee Benefits

All of the respondents believed that any health checkups that the Employer would provide
would primarily be to combat work related stress or injuries. Most thought that the employers
would not be generous enough to take on such screenings for employee's personal health
only. From these responses a healthy scepticism towards any such efforts by employers can
be deduced.

Perception of Employee Benefits (Added on)

Respondents thought of flu jabs and eye checkups as the most common tests any employer
would provide. However when probed further as to blood tests and cholesterol scans, all
agreed that these tests would be beneficial. The employees would in fact have a positive
perception of the employer when such services are provided.

Behaviour towards Private Healthcare

Private Healthcare was viewed as a secondary option to the NHS. One respondent believed
that

"If my taxes go in to the NHS, I don’t see why I should not be using them".

Others thought they were still too young to be thinking of Private Healthcare and thought if
the NHS offers "free" services they would definitely go to a GP instead of a private health
clinic.

However if a private health service was offered through an employee benefits scheme, it
would be a service employees would prefer.

Behaviour towards the NHS

All respondents were loyal to the NHS. Most believed that NHS services are satisfactory and
thought despite the options available they would prefer it (the NHS).

Behaviour towards Location

Surprisingly all of the respondents thought office premises would be the best location for the
tests. A respondent stated that

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"Even if pap smears were made available I think I would take the test in the office premises.
It is definitely more convenient and I would not be bothered if anyone saw me taking the
test…."

Behaviour towards the Payment for Tests

All the respondents agreed that they personally would not pay for the tests. One respondent
thought

"I do not think I am about that age where I take the tests on my own. Perhaps when I get a
bit older I may think about it. But not now."

It can thus be inferred that despite this being a convenient service, people do not take
proactive measures to spend their own money on their own health.

Perception of the MOT (the extent of the tests)

The perception of the MOT is closely linked to the proactive measures discussed above.
Due to the reasons cited above despite being aware of their health and wellbeing only 1 out
of 3 respondents was aware of the MOT protocols.

Behaviour towards confidentiality

All respondents agreed that they would want all the reports to remain confidential. They
believed that even if the tests taken in the office premises, the reports should remain
between them and the medical practitioner who takes the tests.

The next section looks at perception of employees in the private sector.

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 Table 3 – Interview Transcripts - Private Sector
Employee Perspective Respondent 4 Age 54, Gender - Male, Job Respondent 5 Age- 31, Gender- Female, Summary/ Themes
Title – HR Manager Job Title – HR Executive

Perception of Health and Well being "As you get older you need to take care of your "I am aware of my health." High
health"

Perception of existing Employee Benefits "Our medical care is outsourced to the NHS - "I think we could do more. My previous Neutral but more
I'm fairly satisfied" employer provided free flu jabs etc, but could be done.
this one doesn’t."

Perception of Employee Benefits (Added on) "I think we have satisfactory benefits here but "Employees definitely would appreciate it I Neutral –
we are currently working to make it better" am sure. Not just flu jabs but also getting Employees could
blood pressure checked!" ask for more

Behaviour towards Private Healthcare "Why would I go to Private Healthcare when I "I don’t have a particular liking towards Negative
have paid taxes for the NHS?" Private Healthcare. I don’t see anything
different from what they do at the NHS."

Behaviour towards NHS " Like I said I am fairly satisfied" "Yes I am satisfied." High

Behaviour towards Location "Clinics are preferable when more tests are to "I think the office space is OK." Office premises -
be taken, but I think we would like to get some Very convenient,
goodwill when such tests/days are taken in the
office" If tests are more
invasive then a
clinic

Behaviour towards the payment for tests "I am loyal to the NHS - I don’t think I would "I will not pay for the tests. Plus my mum Negative.
pay" is a nurse - I always go to her if anything."

Perception of the MOT (the extent of the tests) "Once a year. I do get myself checked off and "Not sure – is it once a year. I have not Neutral
on as I think I am healthy" taken them actually."

Behaviour towards confidentiality "I would prefer that my records be kept "I think all the tests/ reports should be kept High
confidential" confidential."

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4.2 The Private Sector Perceptions

Employee perceptions from the Public sector were observed above. This section looks at the
employee perceptions from the private sector.

Perception of Health and well being

Perception of health and well being in the private sector was high. It must however be noted
that most respondents had their own notion of health and well being.

Perception of the MOT (the extent of the tests)

Employees were aware of the Health MoT needed to be taken once a year but thought they
were too healthy to be taking these tests.

Perception of existing Employee Benefits and Add on benefits

Both the respondents were satisfied although they thought more services could be provided.
One respondent thought

"In a business like ours where we constantly are on sites we need a service at the office
where we could even come for a flu jab? It will give us a good opportunity to meet the site
engineers as well and can be our day out so to speak."

Behaviour towards Private Healthcare and Behaviour towards NHS

Private sector employee behaviour is in conjunction with public sector employees in that
both the respondents thought that they would not spend on private healthcare. Respondents
thought that the NHS services are fairly satisfactory.

Behaviour towards Location

Both preferred the office premises and the clinic for more tests if the need arose.

Behaviour towards confidentiality

Similar to the employees in the public sector, private sector employees too preferred the
tests and the results to be kept with the nurse and the doctors.

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 Table 4 –Interview Transcripts - NGOs
Employee Perspective Respondent 6 Age 56, Gender – Male, Job Title – Respondent 7 Age 35, Gender – Female, Job Title – Charity Volunteer Summary/
Business Owner Themes

Perception of Health , Well being and "I think I am fairly aware, for MoT tests etc I have the I am very aware. I eat well, I exercise and I am healthy. I think the MoT's High
the MoT NHS. I don’t take them though" are to be taken once a year but I don’t take them"

Perception of existing Employee "We don’t have any" "We don’t have any. Even if I go to charity for a job, I don’t ask for health Negative
Benefits benefits – it just does not cross my mind. I will ask about pensions but not
health."

Perception of Employee Benefits "I do not think charity organisations would have any." "Will they provide it? I am not sure" Negative
(Added on)

Behaviour towards Private Healthcare "I am loyal to the NHS. I would not go to any other "I will go to a private health clinic if I have something serious going on. Neutral
and behaviour towards the payment clinic. As for the payments I do not think I will do it on Perhaps to jump the queue."
for tests my own."

Behaviour towards NHS "I am fairly satisfied." "I am satisfied. I think whenever I have been there I have been dealt with Positive
well."

Behaviour towards Location "Office is better as I can then take the tests in my "I will take the tests in the office provided all the reports are kept Office premises
lunch hour." confidential." - Very
convenient

Behaviour towards confidentiality "I would expect all the records to be kept "I will take the tests in the office provided all the reports are kept High
confidential." confidential."

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4.3 The NGOs perceptions

The above sections looked at employee perceptions in both the public and the private
sector. This section will explore the employee perceptions in the third sector such as
charities and Non Governmental Organisations i.e. NGOs.

Perception of Health, Wellbeing and the MoT

Both the employees were found to be aware of their health and well being. However despite
knowing the MoT's were to be taken once a year both the respondents did not take regular
tests.

Perception of existing Employee Benefits and add ons.

The absence of employee benefits as far as health is concerned is peculiar to the NGO
sector. Employees in this sector were aware that the employer would not take such
measures given the sector they were in. Respondents here surprisingly did not expect this
from the employer.

Behaviour towards Private Healthcare and behaviour towards the payment for tests.

Both the respondents frequented the NHS if there were any need to take tests. Tests
undertaken were anything from a flu jab to a blood test. Both did not consider private
healthcare for regular tests.

Respondents observed that they were satisfied with the NHS and one respondent thought

"If I had something serious I would go to the private health clinic. But not otherwise as here I
would expect to be not kept waiting."

Behaviour towards NHS

Both the respondents were found to be in favour of NHS and would opt for them when in
need.

Behaviour towards Location

Similar to public and the private sector the NGO employees would prefer the office premises
as well. They believed the office premises would be more convenient and would be an
incentive for them to take the tests.

Behaviour towards confidentiality

Confidentiality was very important to the employees in the NGO sector as well. They
believed the test results needed to be kept private regardless who was paying for them. One
respondent thought

"I would not take the tests if the results were not kept confidential – even when they were
taken in the office premises."

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4.4. Focus Group Transcripts

Site – Airedale, Bradford University School of Management

Number of participants – 3
Date – 14th January 2010
Start time – 12.10
End Time – 12.50
Moderator – Amruta Iyer

M – What has been your experience at the NHS clinic or a private health clinic or the
Occupational Health service at the University?

R1 – I tend to regard the Occupational Health the University provides as something I would
go for my work related issues…haven’t thought about it for my personal health.

R2 – I would not think that the employer would take care of my personal health issues…it
would be good as part of Health Benefits.

M - Some people think about the Occupational Health is only for work related stress.
If health screens are made available by the employer what tests would you expect?

R3 – I would consider any service by the employer to be for work related stress. If health
screens are provided flu jabs, eye tests will be taken I reckon.

R1 – I think that’s probably right

M - What might your perceptions be if Health tests are provided by the Employer?

R1 – If it would be part of my package – I think it would be good. I have only worked for the
University now for 30 years and only for the past 5 years have I known about Occupational
Health. It would definitely be good.
(The group nods and agrees)

M – OK, What are your thoughts on the medium of communication i.e. marketing for
such health checks?

R3 – Communication is very important. But I think if done through emails it would be the
best.

R2 – I agree. Perhaps they could do the tests and email us as per departments? That way
not all of the employees are to leave their desks!

M – I see, what about location? Where would you like the employer to conduct such
tests?

R1 – I think the University campus is just fine. I don’t want to be going to the main campus.
At present the Occupational Health services are available but we need to be going to the
main campus for that. I don’t think I would go to take more tests then.

R2 - I think the University campus is good. I don’t think I would have any qualms about not
going for the tests.

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R3 – Yeah I agree. The employer should make it more convenient.

M – OK but what are your thoughts on confidentiality as most of the tests will be
conducted in the premises?

R3 – I think all the records should be kept between me and the third party. The employer
should not be involved in it at all.
(The group nod and agree)

M – Right you are now given a sheet with the names of different tests - What do you
think of the brand names given to the packages?

R1 – I quite like to the Life Screen and I am aware of Well Man and Well Woman. But think
Heart package and Stroke package are quite scary.

R2 – I agree on the Heart and Stroke package being scary.

M- OK …. Lastly what are your thoughts on Health MOT? How many times do you
think you should take the tests? And how many times do you take the tests?

R3 – Once a year is the norm. But I don’t take it once a year

(The group nods and agrees)

R1 – I think I should start it now though as I would be 50 next year…

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Site – Airedale, Bradford University School of Management
Number of participants – 3
Date – 14th January 2010
Start time – 13.10
End Time – 13.50
Moderator – Amruta Iyer

M – What has been your experience at the NHS clinic or a private health clinic or the
Occupational Health service at the University?

R3 – I go to the NHS and I am registered at a Private Health clinic. When my doctor asks me
to take any tests I usually go to the NHS. If I need to take any test urgently I would go to a
private health clinic.

R2 – I haven’t taken any tests through the Occupational Health service here at the
University. My doctor would know all of my medical history. Why would I go to any stranger
here at the University and expect them to take care of my health.

M - Some people think about the Occupational Health is only for work related stress.
If health screens are made available by the employer what tests would you expect?

R2 – I would be very glad if the employer provided for such tests. I definitely would take
them more regularly. But think it needs to be more convenient.

R3 – I do think Occupational Health is for work related stress. It would not cross my mind to
go to the employer for health checkups. I worked previously for an organisation that provided
Thai massages etc, so I think may the University can provide that. If health is not what the
University can provide well being and nutrition can be made available.

M - What might your perceptions be if Health tests are provided by the Employer?

R1 – I would definitely think more positively about the University.

(Group nods and agrees)

M – OK, What are your thoughts on the medium of communication i.e. marketing for
such health checks?

R1 - Instead of brochures we could get emails. If it's directly from the Private Health provider
an email is more preferable.

R3 – I think emails are a good idea.

M – I see, what about location? Where would you like the employer to conduct such
tests?

R3 – If there is a doctor on the premises or even when such tests are taken on the premises.
It’s very convenient.

(Group nods and agrees)

M – OK but what are your thoughts on confidentiality as most of the tests will be
conducted in the premises?

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R3 – We are opening can of worms here. If the University lets us takes the tests at the
campus and most of the information these days is on a computer, I would not want the
University to know all of my medical details.

R2 – I agree. If we take 'normal' tests at the University and are taken to a clinic later I think I
would then be OK. Also I don’t think the information needs to be given to the University in
the first place. It's my personal life anyway.

M – Right you are now given a sheet with the names of different tests - What do you
think of the brand names given to the packages?

R3 – I don’t like the Heart and Stroke Package.

R2 – Yes! Perhaps have Heart and Stroke 'Screens'?

M - Hmmm …. Lastly what are your thoughts on Health MOT? How many times do you
think you should take the tests? And how many times do you take the tests?

R1 – I'm not sure but I think I am too young to get checked regularly anyway.

R2 – Is it once a year? But I don’t take any tests.

R3 – Yes same here, I know it's once a year but I don’t take any tests.

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4.5 Focus Group Summary
Table 5 – Focus Group Summary
Factors employees tested on Feedback

Health MoT Most were aware of the MoT but would not
proactively take the tests.

Perception of existing Health services at the Most would like more tests taken.
Employers Communication is crucial as existing services
are going unnoticed.

Perception of Health Screens as part of If personal health is taken care from the
Employee Benefits employers, employees were found to have a
more positive perception. Their productivity
therefore could increase.

Perception of Direct Mail and other They would prefer emails via the employers.
Marketing Communications However brochures, postal mail was not.

Perception on Location for the tests All preferred the office premises as it would
be more convenient.

Feedback on confidentiality All wanted the tests to be kept confidential.

Feedback on Brand Names Well Man and Well Woman were familiar.

Gold, Silver and Bronze were self

explanatory

Heart and Stroke Packages were deemed to

be scary.

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Table 6 - Employer Interview Transcript

Page 21 of 26
Employer Respondent 1 Respondent 2 Respondent 3 Respondent 4 Summary/Themes
Perspective

Perception of "We are aware of Health and Well "Because the profession we are "I think the organisation can "As an employer, my High. Most
Health and Well being and we provide it via the in (special health care), I think do much more in this people take care of employers believed
being Occupational Health ' we are taking adequate care." regard." their own health." their staffs are well
taken care of."

Perception of "I think we provide Occupational "I think we have decent "I think the organisation can "We offer no benefits. Indifferent.
existing Health to the employees where they provisions, however it depends do much more in this Our average days off
Employee can avail of most medical facilities" on individual circumstances." regard." by employees are not
Benefits high."

Perception of "Given the current climate there is "I think we can do better. But it "I think the organisation can "We offer no benefits. Neutral. 2/4 thought
Employee no incentive for us to invest in a cannot be one fit all solution." do much more in this Our average days off more could be done.
Benefits (Added commercial health benefits" regard." by employees are not
on) high."

Behaviour "It depends on individual "Ideologically we support the "Employees here on the site "I do not see what's Negative. NHS
towards Private circumstances" NHS." but if there is one day where in it for me from the preferred.
Healthcare all are called in for a health Health Yourself. NHS
check up day I am sure they can offer similar
would be glad." services as them!"

Behaviour "Occupational Health is a NHS "Ideologically we support the "If any health screening "I think the GPs are Positive.
towards NHS service, so it is something we would NHS." were to be provided I would qualified to tell me
definitely view positively." think of the NHS" what need to be
screened."

Behaviour "Some screenings are on the "I think it's better if it's in the "At the office if this is NA Office premises
towards campus, however patients are taken Office premises. However if sponsored by the preferred.
Location to a clinic if the matter is serious" there are more tests to be organisation."
conducted employees can be
transferred to a clinic."

Behaviour "Given the current climate there is "We currently do not have "I think we could explore the NA Neutral
towards the no incentive for us to invest in a enough funds for this. If this did payments considering we
payment for commercial health benefits" not dent our expenses maybe don’t have any of these
tests we can think about it." services. But we do need to
take steps in this direction".

Behaviour "We would definitely value patient - "I would expect employees to "The organisation will NA High.
towards nurse confidentiality. As an want all the reports to be kept completely understand if the
confidentiality employee I would not want my confidential." employees would like to
details in the office either" keep everything private."

4.6 Employer Perception of Health Screens

The previous section looked at what the employee perceptions were in the public, private
and the NGO sector. This section will explore the employer perception with regards the
health screens provided as part of the Employee Benefits scheme.

Perception of Organisational Health and Well being

The majority agreed that the organisation needs to be aware of its employee health and well
being. Of those who agreed, respondents thought their employees were well taken care of.

Perception of existing and add on employee benefits.

Most were indifferent to the existing employee benefits and perceived new employee
benefits to be just a cost factor. However one respondent thought

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"If I were to think from an employee point of view health screens would definitely be good.
But as an HR manager when I put my commercial hat on, I see this more of an expense. We
could offer employees different solutions though dependant on individual circumstances."

Behaviour towards the NHS and Private Healthcare

All preferred the NHS to the private health care. However it must be noted that whilst
thinking of private health care most had perceived the charges to be double than that of the
NHS.

Behaviour towards the payment for tests

Given the current economic climate most thought health screens were an expense the
organisation could do without.

Behaviour towards Location

If health screens were a possibility like the employees the employers too preferred the office
premises.

Behaviour towards confidentiality

Employers appreciated employee concerns over confidentiality. It was observed that most
accepted that the results and the data could be kept confidential.

Page 23 of 26
5. 0 Recommendations

The primary researched examined the key issues from the perspective of both the
employees and employers with regard to having health screening as part of an employee
benefit programme. It also analysed whether employees in each of the sectors would be
prepared to pay for private medical health screening from their own pocket.

This section will explore the marketing plan that HYS can pursue bearing in mind the
objectives and findings of the research:

1. Product

Since the product (tests) relates to health and wellbeing, relationships are deemed to be
very important for the respondents. One respondent thought

"I go to my GP because he knows all of my medical history…"

Therefore keeping in touch with the consumers via email, newsletters, etc would be
beneficial.

If Employee Benefit scheme is pursued care must be taken as to what tests are given to
each employee as one employer mentioned

"We cannot possibly have one fit all solution for all. Some may prefer a pension scheme
other hypochondriacs would prefer taking the stroke test."

Therefore offering a menu of tests to the employer as a basic test could be recommended.

In summary

 HYS should be prepared to change the basic product mix as per the needs of each
organisation.

 The needs of employees did not appear to change between sectors.

 People in the age group of 35 to 45 years old preferred the basic test. 45+ people
preferred the heart and stroke package. Well Man and Well Woman packages were
thought to be something customers would go for in the future "when we get older."
This was in line with expectations.

 Employees expected to be offered only the basic tests via their employers. However
since all the medical records would be retained by the private health clinic the
majority of the respondents thought it would be a good idea to have the ability to add
more tests once the basic one was done. They believed this would be more
convenient for them as there would be a single person looking after their complete
health and wellbeing.

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2. Price

 It was observed that most respondents were sceptical about the prices of the tests in
both the focus group as well as the interviews. When tested, the majority of
respondents doubled the price of the basic package by estimating it to be £200.
Hence it can be inferred that people have a notion that such tests are expensive and
therefore beyond their reach.

 Therefore efforts must be made to communicate the amount charged and saved in
every test package HYS provides. For example –in the Basic package if the
Cholesterol and the Diabetes tests cost £50 and Chol/HDL Ratio* BP BMI + Clinical
Information costs £10 customers must be explicitly told about the amount they would
be saving if they went for a package test.

3. Place

 All the respondents were found to prefer office premises. They deemed the office
premises to be more convenient and possible incentive for them to take the MoT
regularly.

 On probing further it was noticed that customers would not like more 'serious' tests
such as the heart or stroke tests to be taken at the office premises. Here they would
prefer a clinic.

 Clearly customers have reservations with regards to their personal health and office
premises. Despite taking cholesterol or a diabetes test and assurance of the results
being kept confidential most would like to be taken to a clinic if the tests are for more
serious issues.

4. Promotions

 Employees preferred email communication than by the post. They thought it would
give them more control on to what they could do with the email. This however needs
to be taken with a pinch of salt as practically emails, by themselves, are rarely the
right solution.

 Respondents perceived this communication to be better if it came through the

employer and saw no problem with a third party having their email details.

 In large organisations employees preferred health checks to be conducted as per

departments.

 With regards to the marketing communication it was observed that employees were
taken aback with the "scary" health and heart package. The scare tactic therefore
may discourage potential customers rather than have the desired effect.

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5. People/Positioning

 Women and men were both observed to be similar as far as their health screens
were concerned.

 As predicted, 35 to 45 year olds did not think about their health and medical issues.
At most they took a flu jab from the GP if they thought it was necessary.

 People aged 45 years or more do tend to think about their health more. However it
must be noted that most would not take the MoT unless it was made convenient to
do so.

6. Process

 With regards the medical test process, communication was observed to be

paramount.

 The process was an area where customers need to be given a better option when
compared to the NHS. As most respondents were primarily NHS customers they did
not have anything else to compare this service against.

 Professionalism and hygiene were noted to be important to the respondents.

Conclusion

The Business to Business market should be targeted in preference to the retail customers.
Individuals can be catered to through their employers in the medium term. Once a
relationship has been built with them, a more personal and tailored service can be offered to
them. In addition, given the current economic climate individual spend on such tests is
unlikely. Employers, on the other hand, may see this as a relatively inexpensive way to
incentivise and motivate their staff. Therefore a campaign targeted to corporate contacts is
likely to yield the best results.

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