Partners Health Care: Advertising and Public Relations
Challenge: Prior to rebranding and the acquisition of numerous sub-brands Partners Continuing Care to Partners HealthCare at Home and Spaulding Rehabilitation Network, Plan-it had conducted a large scale quantitative study to provide a baseline measure of critical brand indicators. As a follow-up to this study, after new communications had been in the marketplace for an extended time, Partners and Spaulding were interested in understanding the effect of ongoing advertising and PR efforts on awareness and attitudes toward the brands.
Objective: To provide a statistically reliable measure and tracking of movement on key brand indicators such as brand awareness, familiarity, consideration, advertising awareness and perceptions of the brand.
Solution: A second wave of the brand monitor was conducted among users and general consumer audiences, to track changes in critical brand measures.
Result: Insights from this study were used to drive ongoing marketing and communications efforts for the brand moving forward.