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Proven precision: How AU Health used Market Insights to validate its advertising strategy

Augusta University Health (AU Health) has an eminent standing in the Augusta, Georgia, area. But all the same, the world-class provider of comprehensive primary and specialty care experienced a common challenge for health systems—brand-identity confusion. They turned to NRC Health’s Market Insights platform. “At AU Health, we’ve now made it so that every new creative that we do, we have ad testing completed through NRC Health,” said Aubrey Hinkson, AU Health’s AVP of marketing. “There is no more question...

Market Insights drives brand strategy

Augusta University Health (AU Health) has an eminent standing in the Augusta, Georgia, area. But all the same, the world-class provider of comprehensive primary and specialty care experienced a common challenge for health systems—brand-identity confusion. The issue stemmed from a slew of changes within the AU Health organization. Four name changes in five years, plus several consolidations, left the region’s consumers somewhat confused about what AU Health has to offer. That’s why they turned to NRC Health’s Market Insights platform.

Executive Q&A With Brian Wynne: What 2018’s Trends Tell Us About Opportunities in 2019

The attitudes and priorities of healthcare consumers are continuously shifting, making it difficult for leaders to pinpoint the most productive arenas for their attention. As the patient-provider relationship continues to evolve, it helps to take stock of the forces that shape consumer opinion, and capture how consumers approach the healthcare marketplace. In this Q&A, Brian Wynne, Vice President and General Manager of NRC Health, offers some insight.