Case Studies
A selection of projects that Further Insight has recently completed.
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- Health Partners – Brand Health
Health Partners engaged Further Insight to better measure and understand its brand health.
The problem
Health Partners operates in a highly competitive market and is up against strong players that compete across Australia. The South Australian health insurer uses differentiation to set themselves apart, in many aspects of its operations. The organisation wanted to improve its brand health tracking to help them better understand their performance, which would in turn enable better execution of their marketing activity. Key improvements required were simplified and clear reporting.
The solution
Further Insight designed a tailored always-on brand health program, collecting insights from Health Partners’ target audience, South Australian health care buyers. The program was designed to start with a mostly consistent questionnaire, to ensure results of past brand health programs were comparable.
The result
With more frequent data collection that is reported through a 24/7 accessible dashboard, the organisation was able get instant updates on the effect of their marketing activity. The questionnaire was streamlined, with a number of new questions were introduced to ensure the methodology follows the latest marketing measurement theory.
The results are reported to the organisation regularly through the dashboard as well as regular reports. The reports provide in-depth trend and theme analysis of the results, showing results at an overall level and by segment. The team is provided with expert support to help them communicate the results to internal and external stakeholders, such as Health Partners’ media agency. This support includes detailed presentations and Q&A sessions.
The reports provide direct insight into the impact of the organisation and competitor’s marketing activity on brand health.