This blog post is a recap and summary of a recent project completed by Research & Marketing Strategies (RMS), a healthcare market research firm in Syracuse NY.
Background: A national advertising firm and healthcare organization partnered with Research & Marketing Strategies (RMS) to conduct market research regarding a print advertisement campaign. The study was designed to explore and better understand perceptions of the campaign with residents across New York State located in six separate designated market areas (DMAs): (1) Syracuse, (2) Utica, (3) Binghamton, (4) Watertown, (5) Albany, and (6) New York City.
Approach: To meet the objectives at-hand RMS consulted with the two client teams to design an online panel survey lasting approximately 10 minutes. The panel survey addressed the following objectives: (1) awareness and familiarity with the healthcare organization’s service portfolio; (2) specific feedback on the messaging and visuals of seven separate print advertisements; (3) overall support for the campaign; (4) reaction to specific messaging; and (5) other secondary objectives. Respondents were shown print advertisement visuals on their screen for each of the seven advertisements. The survey was formatted and programmed to allow respondents to complete via desktop, tablet, laptop, or mobile device. A total of 354 respondents across New York State completed the online survey. RMS inspected the data received from online participants and removed cases that did not meet the quality standards.
Results: Here are a few key findings from the online healthcare survey:
- Virtually all survey respondents (85%) across New York State would support the healthcare organization’s campaign. Respondents view a a healthcare organization like the client’s as important to have in New York State (56% stated it was very important or a 5 on a 1 to 5 scale, while another 22% stated it was somewhat important or a 4).
- Respondents had a strong positive impression of the main message on each of the advertisements. 46% rated the message as very positive and another 33% rated it as somewhat positive. Only 3% of respondents rated the message negatively.
- Messages themed around ‘hope’, ‘healing’, and ‘opportunities’ resonated strongest with respondents.
- Awareness of the healthcare organization (68%) was strong across the State of New York (naturally higher in specific DMAs of New York State).
If you are a healthcare organization and would like to conduct advertisement or message testing research, contact our Director of Business Development, Sandy Baker at SandyB@RMSresults.com or by calling 315-635-9802.