You can’t measure growth without a baseline
Understanding where you are NOW helps in identifying how and where you are improving. Brand tracking is a powerful tool for monitoring the health of a brand over time, capturing changes in consumer perceptions and market dynamics to inform strategic decision-making.
Project Goal
The initial phase of this survey served as a baseline to measure the impact of a new brand campaign. Our objective was to establish a compelling and resonant representation of the brand’s mission-driven community, aimed at enhancing overall awareness and preference among target audiences. This foundational data would set the stage for ongoing tracking to assess and refine the campaign’s effectiveness over time.
Methodology
An online panel was used to recruit participants, ensuring a diverse and representative sample of our target market. After gathering the data, we employed rigorous data cleaning and transformation processes to ensure accuracy and reliability. To analyze the data, standardized R scripts were used to generate cross-tabulations, allowing us to compare brand performance across different service areas and key demographic groups.
Results
Our brand tracking analysis revealed several crucial insights into consumer perceptions of the healthcare market. First, while many consumers are familiar with the brand and consider it as an option, they often choose competitors when actual care is needed. This indicates a gap in converting consideration into actual service utilization. Additionally, our health system does not significantly distinguish itself from competitors on factors critical to consumer decision-making when selecting a hospital. Interestingly, the overall market performance on hospital experience is rated poorly. The client was impressed with the analysis that an additional scope was signed to run a similar baseline study tweaked for their cancer care center.
Analysis Snapshot
