BRAND ASSESSMENT

What is the market for our products and services?

RESEARCH OBJECTIVES

• Measure current and prospective HLM client awareness of health literacy and health literacy’s “return on investment” to health care organizations
• Identify the most important purchase selection factors for each of HLM’s three product lines: Plain Language Translations, Health Environment Assessment and Health Literacy Trainings
• Gather respondent reaction to sample pricing of services within each HLM product line

KEY INSIGHTS

Most of these organizations provide health information in some capacity,  either to consumers directly or through partner organizations that they work with. These are delivered by internal staff. Lack of resources is the primary challenge in implementing health literacy programs and services they provide. Some respondents have difficulty determining return on investment from health literacy programs. HLM’s competitors were not top of mind for most respondents.

HOW HEALTH LITERACY MISSOURI USED THE INSIGHTS

HLM used this information to develop its marketing messages to differentiate the organization advantageously from its competition. It also used the research insights to evaluate and revise its pricing by service area.

WHAT WE DID

We conducted 28 in-depth telephone interviews with key Health Literacy Missouri stakeholders across the state of Missouri covering 14 different business categories (e.g., pharmaceutical companies, hospital systems and other non-profit organizations).