Choosing the Most Effective Campaign Messaging

Business Challenge

A health insurance company needed to determine the effectiveness of positioning statements and messages for their upcoming campaign.

TRC’s Solution

TRC conducted qualitative IDIs with employers and brokers to get a quick read on the messages to include in the quantitative survey.

A blind web survey was then administered to decision makers in the insurance company’s footprint.

Successful Results Implementation

After using the results from the qualitative interviews, the appropriate messages were put into the quantitative web survey.  Employers were then asked to:

• Rate how well the client and two competitors perform on attributes related to the messaging
• Offer their own insights as to where the carrier excels relative to competition