Insights | LIFT Healthcare

Understanding People, Markets, and Meaning

Research is the disciplined pursuit of deeper understanding.

At LIFT, research is how organizations reduce uncertainty and replace assumption with evidence. Our goal is simple: to help leaders make informed, purposeful, and defensible decisions in complex healthcare environments.

Through rigorous qualitative and quantitative research, we examine human experience, market dynamics, and organizational realities. We reveal patterns, perceptions, and possibilities that aren’t visible on the surface—uncovering not just what is happening, but why it’s happening, and what that understanding means for your most important strategic priorities.

Across healthcare, leaders face different challenges—but the same underlying risk: uncertainty. Hospitals and health systems navigate constant shifts in the healthcare landscape. Markets shift. Expectations evolve. Trust is fragile. Life sciences teams wrestle with complex patient, caregiver, and provider realities. Researchers work to engage and retain participants. Public and population health organizations stretch limited resources to drive meaningful change.

LIFT provides the understanding that makes forward movement possible. By grounding strategy in deep insight into people, markets, and systems, we help organizations design smarter strategies, allocate resources with confidence, and navigate complexity with clarity and purpose.

The DNA of Our Insights Practice

LIFT is a distinctly different kind of healthcare research partner. At the core of our work sits MarketVoice®, our flagship mixed-methods research engine and the foundation of everything we do.

By integrating rigorous quantitative research with deep qualitative inquiry, MarketVoice creates a 360-degree understanding of the people, markets, and communities that shape healthcare decisions. This DNA fuels all of our work: clarity rooted in evidence, empathy embedded in every finding, and insight designed to inform decisions and move organizations forward.

When you partner with LIFT, you engage this MarketVoice DNA regardless of scope or starting point. Whether the work takes the form of a comprehensive mixed-methods MarketVoice study or a more focused, bespoke engagement, the same discipline, philosophy, human-centered rigor, and commitment to insight apply.

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LIFT’s research is built to inform decisions and guide action. Across every engagement, insight is applied to sharpen judgment, strengthen strategy, and support leaders in moments that matter.

The research domains below reflect how our ethnographic mindset and mixed-methods approach are applied in practice—each grounded in the same discipline, rigor, and commitment to clarity.

Market Position & Growth

Understand where opportunity exists and where growth is truly achievable.

This research helps leaders understand competitive position, unmet need, and opportunity across markets, service areas, therapies, or programs. It clarifies where investment will matter most—and where assumptions may be masking risk.

Supports decisions about:

Service line and market growth
Therapeutic opportunity and adoption pathways
Program expansion and sustainability

Draws from research such as:

Brand and market perception
Competitive and utilization dynamics
Referral and influence pathways
Market-facing MarketVoice® studies

Consumer, Patient & Care-Seeking Behavior

Reveal why people choose what they choose, and what gets in their way.

This research uncovers the lived realities behind healthcare decisions—beliefs, motivations, fears, hopes, and everyday constraints that shape behavior. It explores access, navigation, burden of disease, perceived benefits and risks, and how patients, caregivers, and carers understand their role in health and well-being—providing leaders with insight to design strategies grounded in real human experience.

Supports decisions about:

Access and experience design
Patient and caregiver support programming
Participation and engagement in clinical research
Behavior change and prevention initiatives

Draws from research such as:

Five Dimensions of Emotional Truth studies
Stakeholder experience research
Burden of disease and benefit–risk perception Access, navigation, and journey-based studies

Experience, Loyalty & Engagement

Understand how experience drives trust, retention, and participation.

This research goes beyond surface-level scores to explain what is shaping loyalty, disengagement, adherence, and continued participation across care delivery, therapy use, and research settings. It helps leaders understand how experience influences belief, behavior, and follow-through so that improvement efforts are focused, defensible, and tied to outcomes that matter.

Supports decisions about:

Patient experience and loyalty improvement
Adherence and sustained engagement
Trial recruitment and retention
Program participation and follow-through

Draws from research such as:

Net Promoter+ (NPS+) programs
Experience pulse and longitudinal tracking
Journey-based experience evaluation

Engagement, retention, and disengagement diagnostics

Reputation, Trust & Brand Confidence

Understand how credibility and trust shape behavior and belief.

Trust is foundational to healthcare decision-making. This research helps organizations understand how they are perceived, where confidence is strong or fragile, and how reputation influences choice, participation, and advocacy so trust can be built, protected, and restored intentionally.

Supports decisions about:

Brand stewardship and confidence
Therapeutic credibility and institutional trust
Research integrity and participant trust
Public confidence and legitimacy

Draws from research such as:

Trust and reputation tracking
Brand attribute and confidence assessment
Crisis or transition perception research

Community and stakeholder sentiment analysis

Community & Population Insight

Understand the cultural, behavioral, and health realities of communities.

This research explores the broader community context that shapes health behavior, access, and outcomes. It supports meaningful engagement, equity, prevention, and population-level impact—moving beyond compliance to reveal the lived realities leaders must understand to design effective programs and partnerships.

Supports decisions about:

Community responsibility and outreach
Alignment with advocacy and public health resources
Disease education and awareness
Community-engaged research
Population health and prevention strategies

Draws from research such as:

Community Health Needs Assessments (CHNA)
Community belief and sentiment research
Health behavior and attitude analysis
Community-configured MarketVoice® studies

Internal Alignment, Culture, & Readiness

Understand whether your organization is prepared to deliver on strategy and brand.

This research focuses inward—revealing how internal stakeholder communities experience strategy, culture, leadership, and change. It helps organizations understand whether leaders, teams, clinicians, investigators, site managers, and partners are aligned around shared direction—and where internal realities may quietly undermine transformation, brand promise, or performance.

Supports decisions about:

Organizational alignment, culture, and readiness for change
Brand, strategy, and service model rollouts
Cross-functional coordination and execution
Investigator, site, and trial team engagement and readiness
Internal stakeholder confidence and trust

Draws from research such as:

Employee and internal stakeholder experience research
Cultural alignment and readiness studies
Leadership perception and confidence assessments
Internal brand and strategy alignment research

Performance Validation & Strategic Confidence

Validate that strategy, messaging, and investment are working.

This research provides evidence leaders can stand behind—helping organizations assess what is working, where adjustment is needed, and how confidently they can defend strategic direction, messaging, and investment decisions to executives, boards, funders, and stakeholders.

Supports decisions about:

Investment justification and prioritization
Strategy refinement and course correction
Messaging, program, and initiative effectiveness

Draws from research such as:

Campaign and communication effectiveness studies
Message testing and validation research
Strategic initiative and program evaluation
Engagement, adoption, and performance measurement

While our research is organized around the decisions leaders must make, many organizations come to LIFT with a specific research need in mind. The solutions below represent common entry points into our work—each grounded in a deep appreciation for ethnography and mixed-methods research, and designed to translate insight into clear direction and action.

Flagship Research Solution

MarketVoice®

Our flagship mixed-methods research engine, configurable to illuminate consumer and patient experience, lived experience and burden of disease, caregiver and carer realities, community insight, and internal stakeholder alignment.

Common Research Entry Points

Specialized & Context-Specific Research

Clinical Trial Recruitment & Retention Research

Research designed to understand participant, caregiver, investigator, and site manager needs—informing recruitment strategies, retention programs, advisory panels, and engagement resources that sustain participation over time.

Public Health & Community Engagement Research

Insight that supports community trust-building, education, and participation—helping public and population health organizations design programs rooted in lived experience, belief systems, and local realities.

Comparative Effectiveness & Patient-Centered Outcomes Research

Research conducted in collaboration with academic medical centers to understand real-world outcomes, preferences, and trade-offs—often aligned with Patient-Centered Outcomes Research Institute (PCORI)–funded initiatives.

Brand Perception & Awareness Research

Understanding how organizations, programs, or therapies are perceived, and how perception influences confidence, choice, and behavior.

Five Dimensions of Emotional Truth®

A qualitative research lens that organizes human insight around needs, motivations, fears, hopes, and beliefs—bringing immediate structure and actionable clarity to lived experience.

Referral Behavior & Leakage Research

Understanding how influence, referral patterns, and decision pathways affect utilization, access, and growth.

Custom & Domain-Specific Research

Bespoke Solutions

Many engagements combine or extend solutions to address specific market, therapy, research, or community challenges, each tailored to the decision at hand.

LIFT brings deep experience across healthcare, including hospitals and health systems, life sciences (pharma and device), academic medical centers, and public and population health. That perspective shapes how we approach every research engagement—ensuring our work is grounded in real-world complexity, not abstraction.

Our research deliverables are designed to be immediately useful. Each engagement produces tools teams can act on right away, creating strategic and creative momentum by connecting human insight, market understanding, and organizational context.

If you’d like to talk through any of these research solutions, review relevant examples, or explore how a tailored approach could support your organization’s challenges, we welcome the conversation.