CASE STUDY
Monitoring Brand Health to Improve Future Growth
Leading brands, who are closely associated with a specific area of expertise, may find it challenging to broaden their brand equity to encompass a greater breadth of products or services.
One of our clients, a leading health system, needed to continue monitoring key aspects of brand health while identifying opportunities to expand brand equity beyond their core services. They also wanted to understand the impact of an emerging competitor on market share.
The Challenge
Better understand the brand’s position within the competitive landscape of healthcare providers
Evaluate consumers’ healthcare provider selection process and monitor shifts in relative importance of decision criteria
Identify opportunities to strengthen brand perceptions and monitor competitive threats
The Research
Online tracking to monitor progress on:
Key brand performance measures including awareness, consideration, use, and advocacy
Brand perceptions and satisfaction across various types of care
Awareness and familiarity with campaign messaging and corresponding media sources
The Results
Confirmed brand’s leadership position in the market in terms of brand awareness
Uncovered need to promote key ancillary offerings and digital services as priority gateways to influence consideration and usage when selecting a provider
Identified opportunity to broaden brand equity and protect leadership position with compelling marketing and ad messaging