Health Care Marketing Minicase: Improving Patient Services Through a Professional Shopper Program

The Cleveland Clinic Foundation (CCF) developed 2 professional shopper programs involving trained researchers as simulated patients in one program and mail or telephone shopping in the other. Each contained a detailed shopper training section with observational research techniques and discussion of specific items to be observed. The pilot test involved the outpatient blood drawing department, and the 2nd technique was designed to document appointment scheduling. Procedures began with meetings between managers of the medical departments and the coordinator of the shopper program to determine the information desired. Shoppers were selected on the basis of medical skills needed and received a brief training. After their observations, a narrative report and a written form were provided by shoppers. Employees who were ''shopped'' responded positively to the experience. This served to make employees more consumer-sensitive. It also enabled employees and supervisors to discuss efficiency problems.