Case Study: Understanding Consumer Behaviour for a Private GP Practice

Data-Driven Insights had the privilege of collaborating with Concierge Medical Group, a distinguished healthcare provider. Established in 2013, Concierge Medical has earned national accolades for its outstanding private General Practice, delivering top-notch healthcare services to both individual clients and businesses across The Cotswolds and its neighbouring regions.

The Project

Kat Carrick, the Managing Partner, had a keen interest in gaining a comprehensive understanding of their consumer behaviour insights and the current market landscape, projected up over the next 10 years.

Within the scope of this research initiative, DDI conducted an extensive lifestyle analysis of Concierge Medical’s target patient demographic. We also assessed travel times to access the practice and compared those travel times to other service providers in the vicinity. In addition, we meticulously mapped the locations of local NHS surgeries and their respective ratings to furnish a comprehensive competitor analysis for service users.

The Results

As per the client’s request, our focus was primarily on two age brackets: 40-49 and 50-85. Consequently, we successfully pinpointed geographical areas where unconverted enquiries were prevalent, while also identifying potential targeting opportunities. Notably, these identified areas exhibited a projected growth rate ranging between 8-10% over the next decade.

We were able to provide granular, street-level postcode information for areas with the highest likelihood of service utilisation. Our capabilities extended beyond mere data analysis as our lifestyle analysis and consumer behaviour insights mean that we can also offer strategic recommendations on the most effective ways to engage with these demographics.

Our findings were then presented, using the interactive tool Tableau, with an interactive dashboard that enable you to visualise your data, filter on demand and simply click to dig deeper into the underlying data.

“Data Driven Insights were able to provide us with key information on our market today and in the future. Their research went beyond traditional data analysis as they were able to locate exact areas to target, down to street level, and also how best to reach them and what marketing they would respond to. This information will be very valuable in informing our ever-evolving marketing strategy.”

Kat Carrick
Managing Partner