Case studies Health & wellness
A new positioning for a recently merged health network
Monadic testing and text highlighting showed which parts of three positioning statements were strongest.
- Concept & Product Testing
- Quantitative
- Consumer
The objective
Following a merger, the healthcare network needed one positioning statement that reflected its new mission.
The research design
Area residents familiar with the network each evaluated one of three statements in an online monadic survey. Measures covered consideration, relatability, uniqueness, believability, and fit; respondents also highlighted liked and disliked wording.
The outcome
All three tested well. Text highlighting identified wording for the final positioning, which the network later used in local radio spots.
For methods and deliverables, see Russell's Concept & Product Testing page.
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