The results of the Medical College of Georgia’s first broad-based market research study are in, and the general conclusion is positive.
“Our primary audiences overwhelmingly report pride and good feelings about us,” said MCG Director of Strategic Communications Caryl Brown, who directed the project. “We uncovered some areas where we need to improve our communication efforts, but overall we received very positive feedback. We greatly appreciate everyone who took the time to participate in this important project.”
Corona Research began the project in early 2006 to determine MCG’s position and value in the minds of state policy makers, health professions organization leaders, alumni, donors, Augusta-area residents, prospective students and health professions counselors. Corona conducted personal interviews and telephone, online and mail surveys covering such topics as general awareness and perceptions of the institution, alumni satisfaction with the quality of education, perceived strengths and weaknesses, competitor institution comparison, prospective students’ factors and information sources in selecting a health sciences institution and awareness of differentiation from MCG’s clinical system.
“One of the most interesting questions was, ‘If MCG was a car, what kind of car would it be?’” said Ms. Brown. “The overwhelming responses from legislators, health association leaders and internal audiences were inexpensive, but extremely reliable vehicles—a step above the basic model, but no flash. Interestingly, however, donors were more likely to pick top-of-the-line models—something worthy of their investment.”
The researchers presented their findings to the campus Sept. 11.
The results will guide development of a comprehensive, cohesive communications plan and provide a baseline to measure the effectiveness of the institution’s communications efforts.
“Though we found no real surprises, doing this benchmark study gives us a great starting point for building a stronger, more effective communications program,” said MCG Vice President for University Advancement R. Bryan Ginn Jr. “MCG’s vision is to be recognized as one of the nation’s premier health sciences universities. Managing the communication of our mission, vision and values, then measuring our effectiveness in doing so, is critical. Carefully managing our reputation in the marketplace will optimize our ability to achieve such a lofty vision.”
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