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Case Study On Consumer Awareness With Images

Background: Recently, a hospital client partnered with Research and Marketing Strategies, Inc. (RMS) to conduct a telephone survey among residents living in the hospital’s primary market area (PMA) to determine community awareness and perception of the facility. The study also aimed to identify consumer preferences regarding healthcare delivery awareness, usage, needs, and unmet needs. The survey inquired about satisfaction with visits from past patients to understand what is considered when rating the hospital.

Need a Hospital Image & Awareness Survey?
Call RMS at 1-866-567-5422.

Approach: In order to obtain the desired information, RMS conducted a community-wide telephone survey among a sampling of households within the hospital’s primary market area (PMA). RMS collected a total of 611 surveys ensuring the results were statistically significant with a low margin of error. The extensive data allowed for segmentation and cross-tabs (by county, age, gender, etc.) RMS utilized its in-house call center QualiSight, to administer a telephone survey (approximately 10 minutes in length). RMS used a sweepstakes of three $100 gift cards to encourage participation. Respondents were screened to ensure: (1) they were the healthcare decision-maker in the household; (2) did not work for an applicable industry that would bias the research; (3) were aged 18 or older; and (4) lived in one of the 17 PMA ZIP Codes. The margin of error for this study at the 95% confidence interval was +/- 3.95% (all numbers stated in this report could vary by as much as 4% if the survey were conducted again with a new random sample of 611 respondents.)

Results:

  • Awareness of the hospital was very strong. Over half (56%) of respondents in the primary market area (PMA) for the hospital mentioned it top of mind, as the first hospital that came to mind. Overall awareness of the hospital in the PMA stood at 98% and was the highest with younger populations (those aged 44 and below).
  • The majority of market area residents referred to the hospital as its former name rather than its new name it undertook approximately 18 months before this study.
  • Preference for the hospital was strong in the immediate area as 28% of respondents chose it as their hospital of choice (higher than any other entity). Service preference for the hospital centered around less-invasive and more immediate services such as ER, urgent care, and lab services. Preference for the hospital was strongest with younger age groups (aged 34 and below), however this audience was less likely to tout the hospital’s services due to no personal experience(s).
  • About half (53%) of all respondents in the PMA for the hospital have seen or heard something about the hospital in the past six months. Most information is gleaned through news stories and word of mouth. These sources are what non-patients of the hospital are using to form their impression and likelihood to recommend the hospital. Advertising and marketing done by the hospital did have a positive impact on the respondent’s likelihood to recommend the hospital.

If you are interested in a hospital image and awareness survey contact our firm Research & Marketing Strategies (RMS). You can reach our healthcare team by contacting our Director of Business Development Sandy Baker at SandyB@RMSresults.com or by calling 1-866-567-5422.

The beauty of authentic consumer photos: How Feelunique drives shopper engagement and conversion.

Feelunique strives to give its online shoppers increased confidence to buy makeup, haircare, skincare and other beauty products online. The UK-based company addresses this objective by consistently improving the user experience across its site, including leveraging visual content shared by customers.

“As a fast-growing business striving to keep customers at the center of everything we do, our consumer-generated content (CGC) program is a way for us to do that,” says Tom Newbald, Marketing & Customer Experience Director at FeelUnique.

Bazaarvoice Curations captures and displays photos that customers and advocates are already sharing on social channels.

“Visual content is key to helping convey someone’s experience of a product,” explained Newbald. “Makeup is highly visual and expressive, and there is already a wealth of fantastic imagery out there from customers who love using social channels to share,” says Newbald.

Giving customers the confidence to purchase

By displaying consumer-generated photos alongside ratings and reviews, Feelunique offers a digital experience that increases consideration at key points in the conversion process.

“Providing our customers with the ability to read reviews and see photos adds to the conversion rate, which in turn increases average order values and helps grow our business more quickly,” says Newbald.

Curations content is displayed as a shoppable gallery and on individual product pages, and shoppers engage with both.

From January to March 2017, Feelunique’s shopper gallery generated more than 675,000 views from site visitors, and 13% of viewers interacted by clicking to view more photos, opening them, or clicking on Shop Now links.

“We see that people are spending longer on pages with reviews and photos and are more likely to convert,” says Newbald.

In fact, shoppers who viewed visual content across the site converted twice as often as those who did not.

“Making social content shoppable is a key objective for us,” says Newbald.

Scaling content across thousands of product pages

With products from 500 brands, it’s challenging to include rich content on every product page.

“When you’re trying to scale a fast-growing business like ours with a massive catalog of over 20,000 SKUs, it’s a big task to add rich content to product pages ourselves,” says Newbald.

The company used consumer-generated content to solve for this, as every new review or photo updates key pages with relevant and fresh content. This not only makes product pages more compelling, but adds SEO value.

Collecting reviews from the brands also supports Feelunique’s coverage efforts, as the company benefits from Bazaarvoice syndication, which enables Feelunique to display CGC collected by their brands outside of their website. To date, syndication has added more than 52,000 reviews to the FeelUnique site.

Finding and reaching advocates

FeelUnique customer advocates primarily share their content via Instagram. Through Bazaarvoice Curations reporting, FeelUnique learned that 1,250 users have provided content featured on Feelunique’s site, with one advocate receiving 124,000 impressions and 1,600 interactions on the company site from just three Instagram posts.

This reporting allows the company to identify passionate brand ambassadors.

“Visual content from advocates goes beyond the stock imagery from a brand,” says Newbald. “It creates a connection with our customers that they prefer to stock or brand imagery.”

Expanding the use of visual content

Feelunique also uses consumer-generated photos in its marketing and advertising material and plans to incorporate even more.

“We have tested many different types of content, and visual content harvested from customers has proven to be more engaging and have higher click-throughs than professional or stock photos,” says Newbald.

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