Focus group veterans share their secrets

Of all the tools in a healthcare marketer's toolkit, the focus group is one of the most valuable. However, just as a carpenter shouldn't operate a table saw without proper training, a physician practice shouldn't conduct a focus group without the right knowledge. The foremost mistake medical groups make with this exercise is trying to accomplish too much in what should be a narrowly focused session, says Kenneth T. Hertz, CMPE, a senior consultant and principal at the Medical Group Management Association.

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