Campaign Overview
As a consultant for AdventHealth Redmond, I was a part of a team that conducted comprehensive research to understand the Rome/Floyd community's perceptions of AdventHealth through quantitative and qualitative measures. This campaign provided critical insights into brand awareness, community connection to the mission, and communication preferences.
Campaign Objectives
- Develop a deeper understanding of community perceptions of AdventHealth
- Identify communication gaps between the organization and the community
- Evaluate awareness of AdventHealth's faith-based mission
- Understand local perceptions of healthcare accessibility
- Provide data-driven recommendations for strategic communication improvements
Research Hypotheses
- Hypothesis 1: People associate AdventHealth more with urgent/specialized care than with community health
- Hypothesis 2: Students are unsure of the AdventHealth brand identity post-merger
- Hypothesis 3: Community connection to the mission is lukewarm or misunderstood
- Hypothesis 4: Preferred communication channels are digital and immediate, not traditional
Methodology
Three-step research approach combining quantitative and qualitative data:
- Survey
- Focus Group
- Thematic Analysis
Key Findings
Brand Awareness vs. Brand Clarity
88% had heard of AdventHealth, yet many could not distinguish it from Redmond or name its services
Digital Engagement Gap
74% of respondents preferred online or mobile communication, but digital engagement with adults is low
Faith-Based Mission Not Widely Known
59% said faith-based mission was not important; many didn't know AdventHealth was faith-based
Healthcare Priorities
84% consider health insurance the top factor when choosing healthcare services
94.8% identified quality of care as their greatest concern
Strategic Recommendations
- Market Patient Testimonials: Promote quality of care through real patient stories and experiences
- Insurance Coverage Campaigns: Develop campaigns highlighting insurance coverage and affordable services
- Preventative Care Focus: Launch preventative care campaigns, especially mental health initiatives
- Reframe Mission Messaging: Develop non-faith-based slogans while maintaining organizational values
- Increase Digital Communication: Expand online and mobile communication programs to meet audience preferences
Results & Impact
- Delivered comprehensive research presentation to AdventHealth stakeholders
- Provided actionable insights for strategic communication planning
- Identified critical gaps between brand awareness and brand understanding
- Developed data-driven recommendations for community engagement
- Enhanced understanding of college-aged patients' healthcare needs
Skills Demonstrated
Quantitative Research
Qualitative Research
Focus Group Facilitation
Data Analysis
Survey Design
Strategic Planning
Stakeholder Presentations
Healthcare Communications
Community Engagement
Research Demographics
Survey Participants
- Gender: 66.7% Female, 33.3% Male
- Education: 47.7% Bachelor's Degree, 24.6% Graduate/Professional Degree
- Ethnicity: 93% White, 7% Other Ethnicities
- Healthcare Usage: 64.9% visit provider a few times per year
Key Quote from Focus Group
"This split reflects a branding problem, not necessarily a service problem. People are confused or unaware of what AdventHealth offers but those who use it, trust it."