The purpose of this demographic and patient journey research project was to gather and track various pieces of data about existing patients in order to obtain a profile of the target audience. This project included study and questionnaire design, project administration, analysis of primary and secondary data, and reporting the findings to senior management. In this case, the research revealed that the target audience was older and slightly more affluent than the client originally believed. The recommendations to the client included revising the branding message, streamlining advertising venues, and initiating various patient relationship and business practices to improve the patient journey for existing and potential patients.
- The advertising media buy was streamlined to focus on the core demographic
- The elements of the advertising message were revised and focused to appeal to and resonate with the target demographic
- The primary research focusing on expectations and perceptions provided the foundation for the development of the enhanced brand image and improved patient journey