Customer Focus Groups: Developments in Health Care

The independent health care industry is experiencing turbulence, with competitors currently seeking differentiation using quality focused strategies. In pursuit of such strategies increasing attention is being paid to the customer. Until now, understanding the customer has not been recognized for its full significance. Numerous methods of gathering information are being explored, with one of the larger providers introducing the use of regular customer focus groups. It is argued that this method, rarely employed in the UK, is particularly appropriate to use with patients as a customer group. The full potential of customer groups will only be realized, however, if part of a wider total quality approach, advocated by the authors.