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Prominent research hospital uses Resonance to address declining referrals.
 SITUATION
A prominent cancer research hospital was puzzled why referrals were
steadily declining. The client believed that gaining a higher public
profile would elevate their appeal, but were unsure about how to talk
about themselves. They chose Resonance for the study due to our historic success in reaching doctors on difficult topics.
INSIGHTS
Client gained in-depth knowledge of how primary care physicians make
their referral decisions for an especially serious illness - knowledge
that the physicians themselves had never articulated. Analysis of this
information revealed the unexpectedly negative effects of the
hospital's current positioning and advertising message.
IMPLICATIONS
The advertising and marketing messaging was changed to reflect the
motivations and inhibitions of doctors to encourage referrals to their
hospital.
RESULTS
Referrals began increasing dramatically after the new marketing campaign was implemented. Overall referals increased by 30%.
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