Brand Health for Strategic Planning
Assessing brand health of a health care institution to help facilitate strategic planning
To prepare for the strategic planning process, a major health care institution needed to assess the health of its hospital, clinic and senior care brands relative to competition following a new partnership and affiliations.
Quantitative surveys addressing three segments were implemented via both landline and cellphone to ensure a representative population of town, rural and seasonal residents. Recommendations based on findings were made by age group, gender, ZIP code, users and non-users.
By understanding consumer awareness and brand affinity, management was able to prioritize objectives for future communications.Download Case Study