MDRG’s latest research for long-standing partner with Ochsner Health System revealed that their tagline was becoming associated with other hospitals. Over time, patients had slowly begun affiliating Ochsner’s tag line “Healthcare with Peace of Mind” with other area healthcare providers. In response, Ochsner developed a new tag line and advertising campaign to re-position their brand.
MDRG leveraged The Whole Mind Method to understand both the conscious and non-conscious decision-making processes at play in customer’s perceptions and understanding of the advertisement. Ochsner and MDRG devised a research plan to first test the advertising campaign using the Prove-It Model™. Then, we conducted a benchmark brand study to uncover the impact of the new tag line and advertising campaign on the market. In the future, MDRG will continue tracking the brand’s tagline and campaign using MDRG’s Brand Health Score™.
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