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George Kerwin, President and CEO of Bellin Health, explains the value of research received from The ROM Group.

The buyer centric insight into retail health care that The ROM Group delivered allowed Bellin to not only enter into a new market successfully, but grow its existing primary care practice. Buyer centric research is not about asking customers their opinions or what they think of your product. These questions are separate from the product and the brand; they focus on the customer’s lives and explore their experiences. These questions will reveal struggles and frustrations customers have.

In Bellin’s case, buyer centric research defined the customer’s problem with the current system. The traditional health care model at the time provided patients two points of entry into the system: primary care and the emergency room. With primary care, patients would have to wait a day or in some cases days before getting an appointment. In the physician’s office, at the appointment, patients would then have to wait further for simple, common treatments. On the other hand, if patients utilized the emergency services, the waiting time grew significantly along with financial costs. Customers were growing frustrated with the existing system.

Bellin’s customers wanted a solution that was both quick and easy for basic treatments, and Bellin was able to deliver.

“I would use ROM for other research projects,” said Kerwin.

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