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Hospital & Provider Case Studies: Communications & Website

Client:  Community Hospital

Issue:  Hospital management wanted women's perceptions of the hospital vs. direct competitors as a basis for understanding market dynamics, key drivers of hospital choice for OB, GYN, imaging, and outpatient surgical procedures, and to explore and prioritize possible messages/images about the hospital and its service lines.

Custom Research Design:  Telephone survey of 600 women aged 21-54 with commercial insurance to determine awareness and preference for the hospital. Hospital ad agency developed research-based creative concepts.  Messages and images were tested in focus groups to see which ones resonated with the target audience.

Key Findings: 

• Quantitative research provided statistically-valid data revealing the hospital's true market position & "share of mind" among consumers and consumer preference for key service lines.
• Qualitative research helped the marketing team discover which images, messages, and test commercials resonated most powerfully with its target audience.

Research ROI:  Hospital executives received a solid basis to create an actionable marketing plan to gain greater market share.  Highly-targeted, market-tested advertising campaign was implemented which has increased traffic to its maternity ward.