Assess a Hospital’s Brand Health

A renowned medical center partnered with an agency in an effort to evolve its brand image to call attention not only to the provision of quality healthcare, but also its strengths in education and research. W5 was engaged to assess the current state of the brand among area residents and understand the impact of branding changes in the market.

APPROACH

W5 conducted two phases of custom, strategic brand research. The first was a quantitative survey fielded through a combination of online and telephone interviews across three geographic and economic regions of their home state. This phase established reliable brand health and perceptions statistics and enabled tracking analysis back to previous brand research. The second phase consisted of qualitative online bulletin board discussions with residents. This research complemented the statistics, providing more interpersonal insights and enabling direct discussion of the potential brand positioning.

RESULTS

The research provided a robust understanding of the medical center’s brand health and image across demographics and geographies. The research revealed the relative strengths of two key competitors and ways in which hospital brands were perceived, posing challenges for the client’s evolving brand identity. The two phases were complementary in providing a broad statistical assessment that could be compared against future and anecdotal brand perspectives of individual residents.