Challenge

Develop empirical, qualitative insights to inform and support the deployment of a new, centralized re-branding program among six member hospitals in the network.

Solution

Over a period of six weeks, Feedback deployed its HumanFilter system to uncover sentiments of nurses, physicians, patients and other stakeholders in multiple locations who would interact with the new brand. Our research included analyses of competitors, resident sentiment, top influencers, cell coverage on channel usage, and implications of driving patterns on facility use.

Results

Due to Feedback’s research, our client was in a much stronger position to deploy its rebranding in select locations, based on localized sentiment. Certain low-performing channels were eliminated from the marketing mix, while more effective options were added – resulting in consumer engagement rates over 20X the industry average. Our report then served as a digital marketing roadmap for the hospital’s marketing teams, based on observed behaviors of their customers in multiple locations.