Challenge: In conjunction with a rebranding effort over the past few years, South Shore Health has been running an on-going brand awareness and recognition campaign to position itself the highest quality, most comprehensive resource for healthcare needs south of Boston. With a new multi-media campaign launching, the brand wanted to obtain a baseline measure of key indicators of campaign effectiveness.

Objectives: To create a baseline of brand measures with successive, regular follow-up waves to track awareness, familiarity and brand perceptions of South Shore Health and its network of service providers, as well as advertising awareness, recall, and its impact on consideration of the brand.

Solution: Plan-it conducted online surveys among healthcare decision-makers in South Shore Health’s primary service area.

Results: Learning and insights help guide ongoing advertising and marketing planning efforts over time.