Case studies Health & wellness
Choosing a brand story for a healthcare data company
A sequential monadic test compared three brand-story directions and measured how each affected perceptions of the company.
- Message & Creative Development
- Quantitative
- B2B
The objective
After acquiring data-handling and practice-management software businesses, an electronic health records company had three ways to tell the combined brand story.
The research design
In a sequential monadic survey, every respondent saw all three rough animatics in rotated order. Measures covered takeaway, appeal, motivation, credibility, uniqueness, and brand effects.
The outcome
One story was preferred overall. The client used it with the largest audience and sent more specific messages to smaller audiences through targeted media.
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