Message Testing

Council of Accountable Physician Practices

Project Details

Public Values was contracted to conduct two waves of consumer focus groups in eight markets in California, the Midwest, and on the East Coast. The purpose of the study was to understand how consumers evaluate health care services and to test campaign messages and materials communicating the importance of accountable care. Wave I gauged general attitudes toward healthcare and preliminary reactions to the proposed marketing strategy. Wave II was designed to test revisions to marketing materials based on feedback obtained from the first round of discussions. One goal of the research was to test consumer language and messaging among patients currently receiving accountable-care services and non-patients with similar demographic profiles.

Outcome

Study findings were published in the Kaiser Permanente Journal and used to direct communication strategy.