Illuminating Healthcare

Challenge

Illuminating a primary care company’s key segments and dimensionalizing their positioning framework to inform and inspire communications.

Our client recognized the importance of healthcare in people’s lives and sought a deeper understanding of their patients. They wanted to learn more about their lifestyles, motivations, attitudes towards health, and their relationships with primary care; to determine if their services could provide a truly life-changing experience that meets their needs in a meaningful way.

Approach

We started our research by fielding a one-day, pre-task among each of our target segments. We recruited 6 people for each segment and asked them about their lifestyles, motivations, and overall approach to primary care. This was followed by a series of IDIs where we delved even deeper into people’s relationship with primary care and assessed the resonance of our client’s positioning framework. We listened carefully to the language people used and the stories they shared to uncover the impact and significance of our client’s services in their lives.

Impact

Our client received invaluable insights, discovering the emotional intersection points between their target segments and their positioning framework. These insights, along with compelling video stories, inspired impactful communications to drive acquisition in a way that keeps people at the center of health care services.