As the Affordable Care Act was enacted throughout the country, the nonprofit healthcare network MDwise needed to restructure the organization to prepare for the major reform and determine the products and messages that resonated best with vulnerable populations.
A combination of qualitative and quantitative research was employed, including focus groups and surveys among healthcare consumers within 250% of the Federal Poverty Level, throughout the state of Indiana. The consumer research yielded insight regarding barriers to acquisition of insurance, the importance of various healthcare coverage selection factors, top informational influencers, and most preferred messaging for exchange marketplace products.
Using this research, MDwise developed and launched a communications program that helped guide thousands of Indiana residents to the MDwise Marketplace for their health insurance.
1) Brand Research
MDwise rated highly in comparison to other healthcare insurance companies on all attributes especially offering special wellness programs and having helpful service representatives.
Customer Satisfaction Tracking
Tracking data provides insights monitored and compared over time. Tracking customer satisfaction, behaviors, and trends guarantees that your brand is ready to face a dynamic marketplace.
Connect with your consumers in an emotional way. SMARI gathers both quantitative and qualitative data to understand the emotional impetus of the brand and maximize its mileage.
Customer Journey Mapping
This method of research focuses on each phase the customer takes to reach your brand or competitive brands, including mobile use, social media, and other new methods of engagement. Make sure you capture every moment in this journey and understand how your brand figures into your customers’ lives and buying decisions.
Develop a competitive landscape by mapping your brand and key competitors against specific brand attributes. This technique helps illustrate what your brand stands for, what competitors bring to the table and what opportunities exist that can be uniquely seized by your brand, ahead of others.