Positioning Wellness Services
A healthcare organization wanted to reposition three wellness programs to increase participation. This would eventually contribute to reduced healthcare costs by helping members manage chronic health conditions.
Ferguson Insights used a hybrid approach of qualitative and quantitative research to understand how to best position this offering. Our first step was to understand members’ journey to enroll in the wellness program and the value they placed on program features and benefits. We used in-depth phone interviews to explore their experiences and motivations. Laddering techniques uncovered the emotional benefits of addressing their condition. Next, we validated the findings in an online survey that was completed by more than 1,100 program users and non-users. Using the qualitative findings, we crafted questions to help the client understand the best way to reach their target audiences, and used trade-off methods to prioritize the importance of program features and benefits.
The results revealed the messaging that was most impactful for each of the three health conditions, as well as differences in perceptions and beliefs between program users and non-users. This information was used to develop print and digital campaigns and to educate wellness coaches on the most effective ways to interact with members during their health journey.