Optimizing a System-Wide Rebranding Campaign
Challenge
A leading non-profit healthcare system needed a comprehensive solution to provide strategic direction as they transitioned to more centralized branding and marketing.
Approach
With operations across the United States, market-specific direction was critical to ensure successful implementation. M/A/R/C®‘s Brand Health Tracking solution accurately measures Relevance and Brand Strength to ascertain the true health of a brand. Our solution helped:
- Quantify the short- and long-term effects of the branding transition on KPIs
- Understand the impact on hospital perceptions relative to each market’s competitive set
- Identify the market-specific key drivers of healthcare system choice
- Refine marketing communications to reflect the brand promise
Outcome
- Our comprehensive insights enabled our client to develop targeted messaging specific for each market that maximized awareness and communicated core values.
- On-going trending measured the impact of the new messaging, which allowed timely adjustments to optimize results.
- A user-friendly dashboard and indispensable integration tools facilitated implementation across all markets.