Communications & Website
First impressions are lasting impressions. Do your marketing messages and your website convey your story? Do they sell? What are the attitudes and awareness levels of your organization? Our research solutions help you leverage the voice of your customers to create marketing messages and online experiences that connect and sell.
Our communications research helps you focus on the key words and images that move people to action while our new uxLab® helps you fully understand the user experience to avoid and correct expensive website development mistakes. Whether you're concerned with a single element - such as a tagline or brand name - or you want to test an entire advertising campaign or website concept, we can help you proceed with confidence.
Case Studies
| Client: |
Parkridge East Hospital |
| Issue: |
Hospital managment 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. |
| Methodology: |
Telephone survey of 600 women aged 21-54 with commercial insurance to determine awareness and preference for the hospital. Hospital's ad agency developed research-based creative concepts. Messages and images were tested in focus groups to see which ones resonated with the target audience. |
| ROI: |
The qualitative research revealed the hospital's true market position and consumer preferences for key service lines. The quantitative research helped Parkridge East discover which images, messages, and commercials resonated most with their target audience. The Parkridge East executives received a solid basis to create an actionable marketing plan which would help gain greater market share. A fresh, market-tested direction for a new advertising campaign resulted from the research study. |
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| Client: |
Health Plan |
| Issue: |
Test possible messaging and specific sales points as a basis for developing a direct response advertising campaign |
| Methodology: |
Four focus groups in two cities |
| ROI: |
Consumers revealed through their statements and non-verval reactions how they felt about potential messaging themes/points. The research revealed which messages were most powerful in attracting interest in the health plan. Results were used to guide the development of all creative for newspaper, television, and radio advertising. The campaign was executed with very favorable results, and the health plan met its goals for new customer attraction. |
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| Client: |
Nashville Health Care Council |
| Issue: |
Wanted membership input on new website design |
| Methodology: |
Website usability testing via two uxLab® groups (User Experience Lab) with a total of 14 participants. |
| ROI: |
Participants provided specific suggestions for improvements to the new site, including several formatting changes to the homepage such as navigation bar edits, events calendar formatting, and using a more prominent link to apply for membership with the Council. The uxLab® feedback was incorporated in the final website design to ensure optimum ease of use and clear navigation. |
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INFO@CATALYSTHCR.COM • 615.297.6535 or 888.297.6535