Lakeridge Health Name Catchment Study Presentation of Findings April 20, 2017 Methodology • In January 2017, Lakeridge Health contacted Pollara to conduct a survey of residents residing in its catchment area regarding the following: • Awareness and usage of Lakeridge Health facilities within their communities • Perceptions of Lakeridge Health overall, and in relation to more urban hospitals • Understanding of how perceptions have changed • Usage of Lakeridge vs. legacy names • Perceptions of Lakeridge Health name as reflective of all of Durham and determination of whether it should be changed. • In order to gather the opinions of local residents in the most comprehensive and efficient way, Pollara conducted a telephone survey among 905 randomly-selected residents of the Lakeridge Health catchment area, between February 6th and 14th, 2017. • In each of the six regions (Oshawa, Clarington, Port Perry/Scugog, Whitby, Brock and Ajax- Pickering) approximately 150 surveys were conducted. • Responses were weighted according to region, and age and gender distributions throughout the catchment area to the most recently available census data, rendering an overall margin of error of ±3.3%, nineteen times out of twenty. • Margin of error for the regions is ±8.0%, nineteen times out of twenty. 2 Results in Detail Awareness of Lakeridge in their Community S T R A T E G I C I N S I G H T S 3 Top-of-Mind: Hospitals / Healthcare Clinics In The Community Three-fifths of residents use Lakeridge name to refer to health care in their community: 61% Not surprisingly, regional variations show that many are most familiar with the hospital or clinic that serves their particular community. This is indicated by red circles ( ) in the graph below. Port Perry/ Total Oshawa Clarington Scugog Whitby Brock Ajax-Pickering (n=905) (n=152) (n=150) (n=150) (n=151) (n=151) (n=151) Lakeridge Health Oshawa (LHO) 35% 59% 23% 13% 65% 4% 7% Rouge Valley Ajax and Pickering 30% 5% 2% 1% 34% <1% 64% Lakeridge/Lakeridge Health 22% 32% 21% 23% 30% 4% 11% Lakeridge Health Bowmanville (LHB) 15% 16% 49% 5% 14% 1% 3% Oshawa General Hospital 14% 20% 15% 3% 21% <1% 6% Lakeridge Health Port Perry (LHPP) 7% 5% 4% 67% 11% 20% 1% Markham-Stouffville Hospital 7% 5% <1% 1% 6% 2% 14% Walk-in clinics (General) 7% 6% 15% 2% 9% 2% 4% Rouge Valley Centenary 6% <1% <1% <1% 1% 1% 17% Lakeridge Health Ajax and Pickering 5% 6% <1% <1% 4% <1% 7% Other Ajax mentions (e.g. Ajax Medical) 5% 2% 5% <1% 7% <1% 6% TSH General/The Scarborough 4% 1% <1% <1% 1% 1% 11% Memorial Hospital (Bowmanville) 3% 3% 14% 1% 1% 3% <1% Other Oshawa mentions (e.g. Oshawa Clinic) 3% 9% 1% 1% 1% 1% <1% Doctor’s Office (Walk In) 3% 2% 3% 2% 3% 4% 2% Memorial Hospital: 11% Comm Mem Port Perry: 10% Ross Memorial: 13% Other Ajax : 5% Other Bowmanville: 4% Peterborough reg. health: 5% Comm Mem Port Perry: 8% Rouge Valley Centenary: 4% Peterborough reg. health: 4% Ross Memorial: 4% *NOTE: responses <3% excluded based on ‘Total’ Q1A+B: Can you please tell me the names of any hospitals and healthcare clinics in your community? - All mentions 4 Lakeridge Health – Aided awareness A strong majority in all regions are aware of Lakeridge Aware of Lakeridge Health Oshawa Clarington Port Perry/ Scugog Yes No (n=152) (n=150) (n=150) 1% Total (n=905) 9% 100% 99% 100% Whitby Brock Ajax-Pickering (n=151) (n=151) (n=151) 91% 3% 16% 24% 76% 97% 84% Base: All Respondents Q7: Are you aware of Lakeridge Health? 5 Lakeridge Health Within or Outside Community Most regions see Lakeridge as servicing their community: The exception is Brock Awareness goes down with age: while 56% of those between the ages of 18 and 44 and 54% among those 45-64 say Lakeridge Health has presence in their community, only 45% among the oldest cohort say the same. Of this latter group, fully 16% say they don’t know. Lakeridge Health Centres Presence Within or Within Outside The Community Outside Oshawa Clarington Port Perry/ Scugog Both (n=151) (n=147) (n=150) Don’t know 4% 19% 19% Total (n=842) 36% 54% 51% 18% 51% 18% 15% 6% 12% 12% 53% 23% Whitby Brock Ajax-Pickering (n=146) (n=130) (n=118) 9% 36% 27% 11% 62% 18% 14% 22% 46% 29% 16% 5% 13% Q9: In your opinion, does Lakeridge Health Centres provide health care service within your community or does it work outside your community? 6 Name Association – with Durham region Most residents associate Lakeridge Health with all of Durham The name association with the region was strongest in Port Perry/Scugog and weakest in Brock and Ajax-Pickering. Associate ‘Lakeridge Health’ With Durham Region 1-2 Do Not Associate 3-4 5-6 7-8 9-10 Associate Don’t know Mean Overall 10% 4% 13% 31% 39% 2% 7.33 Oshawa 4%1% 12% 42% 41% 1% 7.93 Clarington 8% 5% 10% 26% 50% 1% 7.71 Port Perry/ Scugog 3%1% 15% 28% 52% 2% 8.22 Whitby 4% 3% 17% 26% 50% 2% 7.96 Brock 18% 11% 19% 17% 30% 3% 6.12 Ajax-Pickering 20% 8% 12% 29% 27% 4% 6.26 Base: Total (n=905), Oshawa (n=152), Clarington (n=150), Port Perry (n=150), Whitby (n=151), Brock (n=151), Ajax/ Pickering (n=151) Q23: In your opinion, how strongly do you associate the name ‘Lakeridge Health’ with all of Durham Region? Please use a 10-point scale where 1 means ‘I do not associate it at all’ and 10 means ‘I strongly associate it with all of Durham Region’. 7 Name Association – With community Lakeridge Health name also associated with most of the communities in Durham Associate ‘Lakeridge Health’ With Community 1-2 Do Not Associate 3-4 5-6 7-8 9-10 Associate Don’t know Mean Oshawa 4% 3% 16% 24% 50% 1% 8.00 Bowmanville 5% 5% 9% 25% 47% 9% 7.76 Port Perry/ Scugog 8% 16% 27% 47% 1% 7.76 Brock 33% 10% 15% 20% 17% 6% 4.96 Whitby 8% 3% 11% 35% 40% 2% 7.45 Ajax-Pickering 24% 9% 16% 14% 33% 3% 5.93 * CAUTION: small sample size Base: Total (n=905), Oshawa (n=152), Clarington (n=150), Port Perry (n=150), Whitby (n=151), Brock (n=151), Ajax/ Pickering (n=151) Q24A/B/C/D/E: Using the same scale, how strongly do you associate the name ‘Lakeridge Health’ with your community of _____________ 8 Changing the Lakeridge Name S T R A T E G I C I N S I G H T S 9 Lakeridge Health Name vs Legacy Names Older residents most likely to use legacy names; younger residents Lakeridge 2010 Comparison: Lakeridge branding has improved significantly. In 2010, a minority of users called each hospital by its Lakeridge name. Hospital Name Preference Oshawa Clarington Port Perry/ Scugog (n=152) (n=150) (n=150) Oshawa General Hospital Memorial Hospital Bowmanville Community Memorial Hospital Port Perry 57% 45% 53% Lakeridge Health Hospital 55% 47% 43% Previous name 18-44 45-64 65+ 18-44 45-64 65+ 18-44 45-64 65+ Lakeridge 62% 45% 38% Lakeridge 60% 37% 31% Lakeridge 55% 61% 55% Memorial Community Oshawa Gen 40% 63% 69% 38% 55% 62% 43% 39% 45% Bowmanville Memorial Whitby Brock Ajax-Pickering (n=151) (n=151) (n=151) Whitby Hospital Community Memorial Hospital Port Perry Rouge Valley Ajax And Pickering 63% 50% 33% 67% 50% 37% 18-44 45-64 65+ 18-44 45-64 65+ 18-44 45-64 65+ Lakeridge 45% 55% 55% Lakeridge 64% 66% 63% Lakeridge 34% 32% 30% Community Whitby Hosp 55% 45% 45% 36% 34% 47% Rouge Valley 66% 68% 70% Memorial Q11A/B/C/D/E: When you think about the Lakeridge Health Hospital in your community do you think of it as a Lakeridge Health Hospital, or do you refer to it by its previous name? 10 Awareness of Rouge Valley becoming part of Lakeridge Health Half of residents in Ajax-Pickering were aware of the change Aware of former Rouge Valley Ajax/Pickering Hospital Becoming Lakeridge Oshawa Clarington Port Perry/ Scugog Yes No (n=152) (n=150) (n=150) Total 41% 40% 38% (n=905) 59% 59% 61% 45% 55% Whitby Brock Ajax-Pickering (n=151) (n=151) (n=151) 19% 45% 47% 55% 53% 80% Q25: As of last year, the former Rouge Valley Ajax/Pickering Hospital became part of Lakeridge Health. Were you aware of this change? 11 Lakeridge Health Name – Should it Change? One-third in Ajax-Pickering believe it should The call for change was loudest in Ajax-Pickering, where just over a third felt that it should be changed. Among those in the 45-64-year-old age category, 28% felt that the name should change, compared to only half that percentage (14%) in both the youngest and the oldest age groups. Name Reflective of Durham Region Port Perry/ Total Oshawa Clarington Scugog Whitby Brock Ajax-Pickering (n=905) (n=152) (n=150) (n=150) (n=151) (n=151) (n=151) Lakeridge Health’s name should be changed to be more 19 10 18 17 36 6% 5% reflective of all of Durham % % % % % Region Lakeridge Health’s name is fine 71 85 75 90 80 75 52 as it stands now % % % % % % % 19 12 Doesn’t matter/No opinion 9% 5% 5% 3% 8% % % Q26: Some people believe Lakeridge Health’s name should be changed to be more reflective of all of Durham Region.