How We Think - Research

THE ALZHEIMER'S ASSOCIATION RESEARCH & PRACTICE READERSHIP SURVEY

THE OBJECTIVE

Research & Practice was the Alzheimer's Association's primary education vehicle for healthcare professionals. Established in 1993, the four-page newsletter went out to some 23,000 physicians and nurses, as well as residents of Association-affiliated communities. While the newsletter enjoyed readership growth and generally positive feedback, the Association sought a clearer picture of its readers - that is, who was reading the newsletter and what types of information they wanted.

IMPLEMENTING THE PROGRAM

The Rodgers Group interviewed members of the newsletter's advisory board and other Association executives to determine their objectives for the publication. Then, a representative sample of subscribers was surveyed. The Rodgers Group summarized the quantitative and qualitative feedback into a report that gave the Association a clear demographic "snapshot" of its readers. The report also detailed survey participants' preferences for content, graphics, writing style and distribution avenues.

RESULTS

The Alzheimer's Association learned that Research & Practice readers generally appreciated the information provided - and wanted much more. In addition to specifying topics, survey participants suggested that information be integrated with other literature and correspondence coming from the Association. They further noted a demand for this information among previously untapped audiences including universities, research centers and ethnic communities. The Association took all of the survey findings into account as it set plans for new communication.

This was the second major research project The Rodgers Group conducted for the Alzheimer's Association. In 1997, we designed and executed research to provide readership profiles and feedback for the association's national newsletter.

How We Think