CASE STUDY

REPOSITIONING A STRONG BRAND TO GROW MARKET SHARE

CASE STUDY

REPOSITIONING A STRONG BRAND TO GROW MARKET SHARE

Healthcare providers who are closely associated with a specific area of expertise can sometimes find it challenging to grow their business in other service areas.

A hospital, recognized as a leader in serious care, wanted to uncover opportunities to increase use of their broad array of services. To do that, they needed to better understand consumer’s brand perceptions among competitors.

THE CHALLENGE

Better understand their position within the competitive landscape of healthcare providers

Evaluate consumers’ decision criteria when selecting a primary care provider

Identify potential barriers to repositioning the brand

THE RESEARCH

Online tracking study gathering feedback on:

Key brand performance measures

Differences in brand perceptions based on the type of care (Primary, Urgent, Serious, Specialty)

Role of advertising in shaping brand perceptions

THE RESULTS

Uncovered key services as potential gateways to encourage consideration when selecting a hospital and/or a primary care provider

Identified need to raise awareness of key service offerings to assist with repositioning efforts

Your brand’s health is dictated by your consumers. Marketing research can help you better listen to them, understand their experiences, and uncover new opportunities to build lasting brand relationships.