Using Data to Inform Planning

A provider of clinical documentation solutions — CDI, diagnostic imaging, speech recognition, medical transcription and coding — serving more than 500,000 clinicians. Preparing to shift from a product-positioned company to a solutions-and-services orientation, they needed to understand awareness and perception of the company as a healthcare IT supplier, and of their leading healthcare brands.

A repositioning in the works with no clear read on how the market actually saw them — corporate brand versus sub-brands.

The survey audience spanned leadership across financial, IT, clinical and radiology departments within health systems, IDNs, regional hospitals, clinics and physician practices. We combined email surveys with follow-up phone interviews to validate responses across a balanced mix of audiences and facilities. Then we built a brand awareness dashboard showing the client's aided and unaided results against industry leaders in EHR, clinical and financial solutions — plus company and solution attributes and healthcare-specific areas like EHR documentation, clinical documentation, CMI, transcription and speech recognition.

From 100+ completed surveys: the client was relatively unknown as a high-level healthcare IT player but was building a corporate-level reputation; trusted at corporate and solution levels, with sub-brands as the strongest attribute. That insight drove recommendations for reconciling multiple brands — each option with benefits, risks and sales/marketing/operations impact — plus competitive opportunities to leverage for market share growth.