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About the Client

NRC Health is leading the charge to humanize the delivery of healthcare and support hospitals and health systems in their understanding of each patient as an individual. Guided by its empathic heritage, NRC Health’s patient-focused approach, unmatched market research, and emphasis on consumer preferences are transforming the healthcare experience, creating stronger outcomes for patients and entire healthcare systems. NRC Health is driving the future of patient experience to help health systems make smarter strategic decisions and create happier, healthier communities.

The Challenge

Over their 40-year history, NRC Health has evolved as a company and as a brand. With this evolution, NRC Health was often encountering issues with their audience of healthcare executives being confused about the brand—who they are, what they stood for, and what they offered. NRC Health wanted to eradicate any legacy brand confusion that existed in the market and reposition/relaunch as a more modern brand built around “human understanding as a service.” In parallel, they needed to increase brand awareness and share of voice with their audience of health system decision-makers.

The Insight

When it comes to being treated as an individual, twice as many people say it’s important in healthcare compared to other services. However, only 35% of patients say it’s happening. This gap between patient needs and the experience they receive today leads to frustrated patients, worse outcomes, and low brand preference, among other issues that can negatively impact a health system’s bottom line.

In the strategy then we should also make it clear that the goal was to highlight this patient need in impactful ways, generating awareness and demand among healthcare executives.

The strategy

To achieve our goal of highlighting patient needs in impactful ways and generating awareness/demand among healthcare executives, we leveraged NRC Health’s DNA and the concept of human understanding as a service to develop a new creative platform that aggressively positioned the brand as a leader in patient experience. With the “I’m not an aggregate” campaign, we highlight patients as individuals and explore the importance of unique patient insights improving the overall patient experience. Through provocative copy and captivating visuals, we emphasized the disconnect aggregated data creates between providers and their patients and presented personalized data through NRC Health as the solution. Our integrated, tradigital activation strategy involved multiple approaches:

In addition, we also created an influencer marketing program, activating influencers across the consumer, clinical and C-suite audience segments where we:

-Created a “movement” by starting conversations among consumers about advocating for yourself as a patient and for being treated as an individual

-Started provider conversations around the importance of creating deeper connections with their patients

-Started conversations around the importance of provider-patient connection to current business challenges facing healthcare executives

This media strategy strategically placed our creative campaign in front of healthcare executives where and when they typically engage, as well as positioned user-generated content in a way that could further influence and validate how NRC Health’s approach to improving the patient experience improves patient and organizational outcomes.

The results

Our creative strategy kicked off a groundswell of marketing alignment across the NRC Health ecosystem and relaunched the brand with an undeniably unique value position amongst stiff competition. This coupled with a media strategy which engaged healthcare executives across paid, owned and earned channels including events, our campaign has been directly linked to supporting a sales lead pipeline and has even been linked to increases in lead velocities and overall deal sizes.

 

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