Using Your Owned Audience to Conduct Healthcare Market Research

Using Your Owned Audience to Conduct Healthcare Market Research

You know the importance of having a social media presence. Staying relevant and continuing to show how your organization interacts in its community plays a large role in this digital era. Social media marketing for healthcare and hospital brands is at an all-time high, almost every system has a presence. But once you build your audience, what do you do with it? There are many opportunities, and one way to utilize it is for healthcare market research. Leaning on your owned audience for their opinions is just one way to benefit from engaging your followers. Conducting Healthcare Market Research Whether you want consumer opinions though an online survey, or you want to recruit them for a focus group, once you have built up an owned audience, you can reach to them for information on many topics related to your healthcare brand. Online surveys are a cost-effective way to get information from those involved with your brand. Your social network is already familiar with you and your brand; therefore, they are more knowledgeable on what your brand offers and more willing to provide insight. Whether your hospital or healthcare brand is looking to capture market research or measure customer satisfaction, you can start with the followers on each of your social media channels. Once you develop a good list of questions, you can create a visually engaging social media post that will help ensure your post gets clicked on and drives consumers to your questionnaire. Springboard has been using these tactics and finding a high click-thru rate.  In addition, we also see a high completion rate from our followers vs. non-followers. In addition, focus group recruiting can also be handled in this new age, innovative fashion. If your brand is seeking to measure satisfaction or conduct healthcare market research, look to utilize your social media audience first. Developing the right questions and the most compelling creative visual is a solid way to recruit participants in your market research study at a fraction of the cost. Contact Us Learn more about how to conduct healthcare market research on your social...
Brand Thinking Outside the (Blue) Box

Brand Thinking Outside the (Blue) Box

The blue box has never been hotter. Sales and stock prices are at record highs and Tiffany appears to be soaring; even with some of the highest price points in the retail jewelry sector. The reason for this performance is that Tiffany is thinking outside its box and embracing new customers, lifestyles, and preferences with innovative products and open-armed service. Long regarded as a stodgy, conservative brand for those consumers who step right off a print advertisement, Tiffany also has recognized that brands change at the speed of culture, and it was time for a different course. After 178 years in business, the company is recognizing that marriages are different as are household compositions and it’s paying off for them. One excellent example of this is Tiffany’s first advertising campaign targeting same-sex couples. A series of print ads is being introduced.  Not only do they feature these couples, but are also showing traditional marriages which represent more than husband and wife. Today, there are kids and other family members involved and new messages and products are hitting that sweet spot. Heartbeat Branding We talk about “Heartbeat Branding” at Springboard. Tiffany is doing just that. They have found the “sweeter spot” at the intersection of brand benefits, consumer needs, and cultural influences. Their brand attributes include excellence and elegance. Their consumers want excitement and commitment. Cultural influences also include new marriages, household composition and a stronger economy. Mix it all together and they’ve hit the “Heartbeat” of their brand. Branding today is about heartbeat, not chest beat. Tiffany is one example of making your brand super relevant. Brands that are looking for their heartbeat need to think outside their own box and more into the lifestyle, needs, and passions of their audience. That’s what Tiffany is doing and what heartbeat branding is all about. Contact Springboard today to learn...
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