A system-wide mandate to provide more personalized healthcare at scale meant that UnityPoint Health had to expand its consumer insights capabilities to augment long-standing patient experience work and focus on brand building and acquisition. This initiative was especially complex because UnityPoint Health operates in nine distinct regions in three states, including hospitals, clinics, and home health. This diversity creates unique challenges for the marketing team. UnityPoint needed a way to understand the different perspectives from across the market to make the best decisions possible for the brand and acquisition strategy.
At UnityPoint Health, consumer insights is powered by its Insiders insight community in conjunction with additional primary and secondary research. The team uses the Insiders community to understand the complexity of customer preferences by region in a way that gives them confidence needed to de-risk decisions and enhance the overall patient journey and experience. With 1,400 members, a promising 45%+ response rate and roughly two activities every month, the insight team can keep a close pulse on needs and perceptions at the local market level and across the system as a whole.