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Advertising Campaign Strategy

Key concepts: Advertising Strategy • Telephone Surveys (CATI) • Health Care

A local medical facility set out to motivate people into abandoning their present healthcare insurance plans with the goal of attracting these potential patients into their outpatient services clinic. The facility’s advertising agency asked Saurage Research to explore strategy options for reaching this goal. Saurage Research conducted in-depth telephone surveys to collect information from the facility’s former, current and potential patients.

RESULTS: The data revealed a wide range of factors that motivate people to seek medical services outside of their insurance plan. With the research findings in hand, the agency put their creative minds to work. The result was a highly successful television advertising campaign. And, within a few weeks of launching the campaign, the facility began enjoying a significant increase in patient flow.

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