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Hospital & Provider Case Studies: Brand Insights

Client:  Major Hospital System

Issue:  Hospital marketing team members wanted to know preference and awareness among key customers in the general population.

Custom Research Design:  Community-wide brand tracking study.  More than 2000 telephone interviews conducted in the total market area comprised of 10 hospitals.

Key Findings: 

• At the micro level, we learned how each hospital stacked up against the competition as a basis for planning and marketing each hospital.
• At the macro level, we discovered that the greatest opportunity for the system was to promote emergency services because people tended to go to the hospital closest to them.

Research ROI:  Hospital system marketing team utilized results to implement a community-wide ad campaign promoting the use of emergency services.  This resulted in major increases in ER usage and higher inpatient and imaging volume and improved profitability for the system.