Challenge: Columbia University Irving Medical Center partnered with its ad agency to create an ad campaign targeted at women who’ve had children, to focus on the importance of obstetric health. The campaign is running in surrounding neighborhoods to the hospital. The hospital wanted to measure the impact of the campaign effectiveness in the marketplace.
Objectives: To gain insight into the level of knowledge around potential post-birth health risks in women in the target area, and their overall health history, and ultimately to assess the campaign effectiveness in encouraging them to meet and discuss these issues with their physicians.
Solution: Target women who’ve had children were intercepted in an area mall to conduct online surveys. A benchmark was conducted to establish benchmark measures and a post-wave was conducted after the first flight of the campaign.
Results: A profile of health care history and behavior among target women in the hospitals neighborhood was provided. Insights were also provided around messaging effectiveness and media strategy, with some recommendations made for campaign/messaging refinements moving forward.