Health System Opens New Facility

A large regional hospital wanted to maximize interest and drive patient loyalty to their new, specialized women’s care center. 

A blend of quantitative and qualitative research helped to refine the customer segments, dispositions, attitudes, and best positioning with the community. A specialized sample was able to capture an accurate representation of women within the hospital's service area, plus expand to travel distance to capture a secondary market. Patient mapping and brand interpretation were two key analyses applied to the pre-launch research.

As a result, the service offering and promotion of the women’s care center was optimally refined to appeal to the local population and opened with great success. The integrated women’s health service offering lifted usage interest from 35% to 48% for the hospital.