Monitoring Brand Health to Improve Future Growth

A leading health system wanted to strengthen their brand health by increasing patient acquisition and driving use of a broader array of services. That meant gaining a deeper understanding of:

• Consumers’ healthcare provider selection process
• Awareness and familiarity with their breadth of services
• Brand perceptions among competitors

Our client relies on our consultation and expertise in brand experience research including managing their brand tracking program. Building on that partnership, we enhanced the research framework to help them identify new opportunities to increase brand consideration, choice, retention and advocacy.

Our consultants refined the online tracking study to include gathering brand perceptions and satisfaction across a wider variety of health care services. Additionally, the target audience was expanded to include prospective parents. Feedback from this key consumer segment was needed to identify perceptions and expectations of potential future patients.

The findings were then integrated with trended brand and advertising awareness data to tell a holistic brand health story. These insights were instrumental in identifying promising opportunities to broaden brand equity.

Outcomes from the study uncovered multiple growth opportunities for our client to:

• Build brand awareness among a broader target audience
• Promote specific care services as gateways to increase consideration and drive selection
• Grow market share by focusing on patient populations likely to switch primary health care providers
• Strengthen brand perceptions and protect leadership position with compelling marketing and ad messaging