When your tagline becomes ubiquitous with every healthcare provider in the region, what do you do? Fortunately, thanks to research, we had an eye on this trend for some time and were prepared to meet that challenge head-on.
We challenged our research partner to identify attributes that were important to consumers and differentiating in the market. We then leveraged conscious and non-conscious methodologies in our approach to vet the messages. Using facial coding in our copy test, we had a sense of confidence that consumers would ride the wave of emotion that our ad laid out for them. As we launched our new campaign, post-wave trackers have allowed us to tell a compelling story to leadership and stakeholders about our re-positioning and the impact it is having on overall brand perception.
This presentation will look at the research and campaign components to demonstrate how we worked in partnership with our research firm to provide results that moved the needle for Ochsner Health System.
Over the past several years, Ochsner Health System has invested in research in a big way. As a high growth organization in a crowded market, it was critical that we had benchmarks in place to ensure our brand and reputation was growing with us. Through this presentation we hope to share with other corporate researchers our experience and hopefully impart the following learnings:
- How to leverage brand research to identify opportunities for strengthening your brand and standing out in a crowded healthcare category
- The role research can play in evaluating your go-to-market message and ensuring it’s connecting with your consumers
- Using research to tell a more compelling story about your marketing activities and their effect on the overall brand