Health System Campaign Evaluation
Case Study
M/A/R/C® guided development of an effective ad campaign for a large national healthcare system
The Challenge
After a successful partnership to enhance our client’s existing ad campaign, they turned to M/A/R/C for help with creating the next generation of brand messaging. It was crucial that the campaign resonate with consumers, as well as current staff and potential future employees.
Key objectives
- Determine the campaign’s ability to motivate target audiences
- Assess how well messaging communicates campaign theme
- Uncover opportunities to optimize ad executions
The Solution
The ultimate measure of an ad’s effectiveness is its ability to motivate the desired action among the relevant audience. M/A/R/C®’s Advertising Impact Measurement (AIM) solution delivers a validated Activation Potential score for marketing communications.
An AIM evaluation was conducted among the client’s three key audiences: consumers, current employees, and competitive employees who represent potential future employees.
The Result
The new brand message was believable and clearly conveyed the intended theme among consumers, with scores exceeding the AIM benchmarks. However, scores among professionals fell short of benchmarks. Diagnostics identified imagery improvements needed to better illustrate partnership between providers and patients to better resonate with professionals.