Case Studies

Leading Regional Hospital

Challenge

Develop empirical, qualitative insights to inform and support the deployment of a new, centralized re-branding program among six member hospitals in the network.

Solution

Over a period of six weeks, Feedback deployed its HumanFilter system to uncover sentiments of nurses, physicians, patients and other stakeholders in multiple locations who would interact with the new brand. Our research included analyses of competitors, resident sentiment, top influencers, cell coverage on channel usage, and implications of driving patterns on facility use.

Result

Due to Feedback’s research, our client was in a much stronger position to deploy its rebranding in select locations, based on localized sentiment. Certain low-performing channels were eliminated from the marketing mix, while more effective options were added – resulting in consumer engagement rates over 20X the industry average. Our report then served as a digital marketing roadmap for the hospital’s marketing teams, based on observed behaviors of their customers in multiple locations.

National Gift Brand Company

Challenge

Increase social media fan base, consumer engagement and online sales of their premium product lines in the United States.

Solution

Feedback deployed its HumanFilterSM message testing system to identify near- term opportunities among new audiences, including many customers of the client’s primary competitors. Feedback also provided a significant analysis of both the client’s and its competitors’ digital marketing efforts, which would contribute to subsequent marketing campaigns.

Result

By reviewing potential audiences and conducting digital testing – for messaging, imagery, themes and audience, Feedback delivered a detailed program of social media activity that contributed to significant growth of the client’s fan base and delivered engagement levels 30-40 times national segment averages. This was done at a fraction of the anticipated marketing expense and resulted in significantly greater digital sales through the client’s e-commerce site.

Leading Healthcare System

Challenge

Uncover insights that could be used to develop more effective strategies for creation, distribution and sharing of interesting patient/facility content.

Solution

Feedback deployed a bottom-up content strategy for this company and deployed its professionals to support subsequent market visits and digital content aggregation across the country. Activities included research, review and analysis of appropriate technology tools and development of local patient testimonials that were subsequently included as part of the national brand’s social content.

Result

This strategic approach – using localized content to support the national brand as opposed to driving national content down through over 200 local hospital channels – invigorated local hospitals through the engagement of their doctors, nurses, administrators and patients. In the process, Feedback helped this client build a complete library of effective new content, improving their search engine rankings and increasing engagement and positive sentiment among patients and their families throughout the United States.

Global B2B Sustainable Products Provider

Challenge

Discover actionable insights that can be used to drive sustainability into the purchasing decisions of facilities managers in the US and Canada.

Solution

Feedback identified high-value channels, key audiences and the French Canadian and English vocabularies being used to discuss sustainable building of facilities, including discussions by the managers of these facilities. These included education campuses, stadiums, airports, hospitals and other high-traffic buildings.

Result

As a result of this research, the client was able to identify which target audiences were moving most aggressively toward their products, and which ones were more reluctant to consider both specific products, and also consider sustainability as a key factor in their purchase of future products for their facilities. These research findings were subsequently validated at Feedback by conducting A/B message testing in digital channels, and were very helpful in determining what communications would resonate most effectively with buying audiences as sustainability became more important to them.

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