Each year the Marketing department at Beaumont Health conducts a custom brand study among consumers in Southeast Michigan to better understand Beaumont’s performance across key brand health metrics to identify strengths, weaknesses, opportunities,
and threats. The research objectives include:
- Measure Beaumont’s performance by key brand factors
- Against other health systems in Southeast Michigan
- By geography
- By key service lines
- Determine drivers of key brand metrics (awareness and preference)
- Assess brand positioning strategy
- Identify health system associations and sentiment (positive and negative)
While the primary purpose of this study is to provide information to determine the strategy, activities and messaging for the Marketing and Communications department’s, the key findings of the study is of interest to other departments.
A high-level review of our brand performance was conducted. Results are compared to data collected in 2018, 2019 and 2020 (pre-pandemic). The key findings for this year include:
- Beaumont is viewed as the strongest leader in getting Michigan through the pandemic.
- No major shifts since the start of the pandemic in our key performance indicators, including preference. Metrics have remained consistent, or improved compared to previous years, indicating the strength in our brand.
- Associations with our brand also remain positive and consistent with previous years, despite negative news stories in 2020.