Martin Luther King Jr. Community Hospital
Assessing Latino Market Growth Potential
A local hospital and medical group were interested in attracting patients to get care from a South Los Angeles clinic.
Project Overview
Martin Luther King Jr. Community Hospital (MLKCH) and the MLK Community Medical Group wanted to increase the number of patients served at the South Los Angeles clinic, particularly from the local Latino communities.
The Solution
MLK engaged Public Values Research and myself to develop a study that would provide a deeper understanding of the needs, motivators, and barriers that shape health care choices among prospective Latino patients living in that area. Specifically, the objectives of the research were to:
- Understand prospective patients’ current health care choices
- Understand what prospective patients want and do not want in a health care provider
- Identify individuals who influence these patients and their health care choices
- Address operational barriers that may discourage prospective patients from visiting the clinic
Results from the research were used to develop a marketing strategy to increase the number of Latino patients who come to the clinic for primary care.
Target Audiences
- Prospective patients living in the hospital’s service areas with a focus on the Latino population