Question

Greenleaf, a national health insurance company decided to open a clinic in a busy downtown area near a metro station. Its marketing research team conducted a needs assessment prior to selecting this location. Using geographic information system (GIS) mapping, they learned that a large percentage their policyholders worked in the tall buildings within a 1-mile radius of the clinic. Cver the past year and after an extensive billboard, direct-mail, television, and radio adver- tising campaign, the clinic continues to be underutilized by the nearby workers. What type of qualitative study would address why policyholders aré not utilizing the medical services of the nearby clinic?

Answer 1

The type of qualitative study which can be used here to address this is by Grounded theory. This study helps to conduct interview in a larger group and identify the main reason for the rejection or approval of an event (Clinic ) This provides a brief knowledge regarding the drawbacks of the clinic ,so that appropriate actions can be taken to rectify it and improve the number of clients in the clinic .

The probable reason for the policy holders to not use the nearby clinic can be due to

• Poor review on clinic
• Query on the standard of care delivered by the clinic staff
• New and unrecognized clinc could be the most probable cause for not utilising the nearby clinic
• People in workplace are often much healthier when compared to the residential area