Human Understanding® is crucial in growing your brand and developing relationships. Market Insights is the most comprehensive healthcare consumer perception study in the market. Gain access to syndicated consumer data and research to power informed decisions in the rapidly evolving healthcare industry.

The nation’s largest syndicated healthcare consumer study and research platform delivers

With over 40 years of experience, NRC Health is the leading provider of syndicated consumer research for health systems. Market Insights allows you to track brand performance, compare to competition, and understand consumers in your market across the U.S.

Syndicated survey—always at work, always available

300K

CONSUMER VOICES ANNUALLY

Trusted consumer data and relevant insights

200+

METRICS THAT MATTER

Data comparable to local and national health systems

300

U.S. MARKETS

Get the most out of Market Insights

See how health systems leverage Market Insights to grow their brand and protect their space.

Trending brand health with a leadership focus on preference

SITUATION
An already well-known health system’s senior leadership was focused on consumer preference in the market.

LEARNING OBJECTIVES

  • Is there a change in our health system’s brand preference?
  • What is contributing to the change (e.g., specific consumer segment, competition)?
  • How are our system priority service lines performing on preference?

SYNDICATED DATA
Focus on monitoring the “preference” KPI. Dig deeper into consumer demographics and behaviors, competitive data, and brand personality metrics to understand driving factors.

ACTIONS
Leverage data to determine where to focus marketing spend.

Keeping a pulse on the competitors’ advertising impact

SITUATION
A health system in the Southeast sits in a highly competitive market with two systems that spend heavily on advertising.

LEARNING OBJECTIVES

  • Are competitors gaining ground?
  • Who are they targeting?
  • For what priority services?

SYNDICATED DATA
Regularly monitor the “recall” of competitors and segment data by consumer demographics.

ACTIONS
Guides where to focus marketing efforts for priority service lines, including the target audience.

Targeting “no preference” consumers as a growth opportunity

SITUATION
The chief marketing officers of an academic health system introduced an initiative to target “no preference” consumers to grow priority service lines.

LEARNING OBJECTIVES

  • What is our preference and that of our competitors?
  • What is the “no preference” opportunity?
  • Who is that target audience and what do they care about?

SYNDICATED DATA
Monitor both “preference” and “no preference” for priority service lines, diving deeper to build a “no preference” consumer profile by service line.

ACTIONS
Guide whom to target and how to message for each priority service line.

Generational differences to personalize direct-to-consumer marketing

SITUATION
Health care marketing is becoming more direct-to-consumer. Health systems use CRM’s and information about the patient to enable more personalized communications.

LEARNING OBJECTIVES

  • How can we get more personalized to each person who comes through our health system?

SYNDICATED DATA
Understanding generational differences in consumer behaviors, utilization, needs, and expectations.

ACTIONS
Leverage generational insights to tailor campaign messaging to target audiences.

Focusing on the commercially insured to shape targeted messaging

SITUATION
Competitor ads making a splash in the market, but budget constraints necessitate more effective, targeted messaging over spending more. Narrowed focus to target commercially insured for four priority service lines.

LEARNING OBJECTIVES

  • Who are the commercially insured consumers?
  • What are their behaviors?
  • How do they differ from everyone else?
  • Whom do they prefer for each service?
  • Are we gaining?

SYNDICATED DATA
Segmented commercially insured consumers even further by demographic to refine target audience profile. Tracked “ad recall” and “preference” KPIs for priority services of heart, ortho, cancer, and neuro.

ACTIONS
Better understanding the target audience helped shape messaging that would resonate with them, as well as guide creative direction.

Informing marketing investment for cancer care in new markets

SITUATION
A health system was exploring potential markets across the U.S. to expand its reach for cancer care.

LEARNING OBJECTIVES

  • How well are we already known in each market?
  • Are we preferred over others?
  • How far are consumers willing to travel for cancer care?

SYNDICATED DATA
Obtained baseline view of the current level of awareness and preference in the prospective market, then examined consumer outmigration behaviors.

ACTIONS
Data was used to make informed decisions on whether to invest in each prospective market. For example, if a market was not well known, it might take too much of an investment to compete.

Line of sight to creative impact and effectiveness

SITUATION
With tight resources, a health system was striving to optimize campaign effectiveness with consumer data, testing, and benchmarks.

LEARNING OBJECTIVES

  • Is the message resonating with the target audience?
  • Is there lift on brand key performance indicators (KPIs)?

SYNDICATED DATA + ADVOICE
Tracked awareness, preference, image, reputation, and advertising recall for priority service lines. Conducted AdVoice creative testing for direct consumer feedback on messaging and creative presentation with benchmark.

ACTIONS
Used the data to optimize the campaigns after the initial launch.

Gauging how consumers may react to a name change

SITUATION
A health system was making a name change for a more unified brand identity.

LEARNING OBJECTIVES

  • What attributes do consumers associate with the new name?
  • How does the name change impact their perception or opinion of the health system?
  • Do they have any concerns?

SYNDICATED DATA + TAILORED SOLUTIONS
Conducted a Community Insights study of both consumers and patients to test the name change in the market. Tracked brand KPIs and personality metrics to monitor after implementation.

ACTIONS
Validate name change prior to launch. Monitored brand KPIs post-launch against historical performance.

Tracking the effectiveness of a health system rebranding campaign

SITUATION
A new chief marketing officer launched a health system rebrand and a new campaign that embodied the spirit of the health system’s people.

LEARNING OBJECTIVES

  • Do consumers recall the campaign?
  • Is the main message resonating with our target audience?

SYNDICATED DATA + TAILORED SOLUTIONS
To monitor the effectiveness of the specific campaign core message, personalized questions were added in their market.

ACTIONS
The CMO had data to validate the effectiveness and success of the rebrand and new campaign.

Engaging consumers and community leaders in a needs assessment

SITUATION
Community Health Needs Assessments (CHNAs) are government mandated as part of the ACA to ensure that non-profit hospitals are producing community benefits with the costs saved from tax exemptions.

LEARNING OBJECTIVES

  • What health and wellness problems are affecting the community?
  • Who is affected?
  • What factors are perceived as contributing?
  • Are there any ideas for improvement?

SYNDICATED DATA + TAILORED SOLUTIONS
Leveraged social determinants of health-syndicated data from the market. Conducted a Community Insights study of consumers, as well as an online focus group with community leaders who received an Amazon gift card for their participation.

ACTIONS
Leveraged data to help prioritize needs and develop a community health improvement plan.

How Market Insights works

trusted-insights-icon-100x75

Syndicated Data
Collection

Monthly insights captured from consumers across the U.S. on brand-performance and consumer behaviors and preferences.

agile-research-icon-100x75

Report Generating
Interface

Direct online access to syndicated data around your brand, markets, and competitors in reports and self-service analytics.

data-icon-100x75

Tailored Research
Solutions

Tools to answer specific business questions via personalized questions, AdVoice, online focus groups, and Community Insights research studies.

We bring

understanding

to healthcare.

We bring understanding to healthcare.

Learn more about NRC Health’s Market Insights