Marketing

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.