Brand Tracking

Client:  Major Hospital System

What did they want to know?:  Hospital marketing team members wanted to know preference and awareness among key customers in the general population.

Custom Research Design:  PMR designed a community-wide brand tracking study conducting more than 2000 telephone interviews in the total market area comprised of 10 hospitals.

Key Findings:  At the micro level, we learned how each hospital stacked up against the competition as a basis for planning and marketing each hospital.  At the macro level, we discovered that the greatest opportunity for the system was to promote emergency services because people tended to go to the hospital closest to them.

Research ROI:  Based on our findings, the hospital system marketing team implemented a community-wide ad campaign promoting the use of emergency services.  This resulted in major increases in ER usage and higher inpatient and imaging volume and improved profitability for the system.

Health Care > Brand Tracking > Community Attitude Studies > Strategic Decision-Making