Health Plan - Communications & Website - Catalyst Healthcare Research

client buzz

“CHR really listens to their clients. They understand that while healthcare has a lot of similarities, there are differences among hospitals and systems. They worked with us to achieve the results we were looking for.”

Heidi Grunkemeyer
Operations Director, Marketing and Communications

Health Plan - Communications & Website

Client: Major Health Plan

Issue: Test possible messaging and specific sales points as a basis for developing a direct response advertising campaign.

Custom Research Design: Four focus groups in two cities

Key Findings:

Consumers revealed through their statements and non-verbal reactions how they felt about potential messaging themes/points.
Revealed which messages were most powerful in attracting interest in the health plan.

Research ROI: Results were used to guide the development of all creative for newspaper, television and radio commercials. The campaign was executed with very favorable results, and the health plan met its goals for new customer attraction.