Rainbow Hospital, a chain of Paediatric Hospitals, provides infant and maternal healthcare services. The client wanted us to evaluate the reach & effectiveness of one of their regional campaigns which was run by them specifically for the Bengaluru geography.
The approach adopted to successfully deliver the scope of work was as under:
- Identifying the mediums where the campaign was advertised – Outdoor, TV, Radio etc.
- A proportion of surveys were conducted for each medium looking into campaign’s awareness as well as effectiveness
- A good mix of respondents were selected by ensuring various cuts pertaining to consumer gender, age, occupation, income etc
- Adequate systems were established to enable real-time data collection and cleaning
The client was provided with a detailed report on the below parameters:
- Campaign Awareness
- Campaign Effectiveness – Overall as well as medium-wise
- Campaign Memorability and Context understanding
- Consumers’ opinion & suggestions about the campaign
- Consumer awareness about similar campaigns being run by competitor healthcare providers