Image and Positioning in Health Insurance Market
A provider of group health insurance was interested in determining whether the positioning statements and messages it chose for its upcoming campaign would resonate with the employers it was targeting.
TRC conducted qualitative IDIs with employers and brokers to get a quick read on the messages to include. A blind web survey was administered to benefits decision-makers in the carrier's footprint. Employers were asked to rate how well the client company and two key competitors perform on the attributes relating to the messaging, and to offer their own insights as to where the carrier excels relative to the competition.