OSF HealthCare aimed to improve awareness, preference, image, reputation, and advertising recall—testing five service lines simultaneously and against each other.

Utilizing NRC Health’s Market Insights and AdVoice solutions, the OSF team has gathered market-specific data to make informed decisions on the campaigns that best connect with consumers.

They tested the overall branding campaign, assessing a variety of tactics for each segment, and used the data to optimize the campaigns after the
initial launch.

Marketing leadership also tested all five segments against each other by comparing benchmarks against other service-line data from NRC Health, such as cardiovascular and birthing campaigns, and specific marketing-creative pieces against each other, to see what worked in terms of tactical research.

Read the full case study to learn how OSF utilized NRC Health data to discover emerging trends and make informed campaign decisions.