Case Study: Augusta University Health boosts brand awareness with NRC Health Market Insights

Georgia academic medical center uses Market Insights to increase brand awareness to 64%

Augusta University Health, an academic medical center in Augusta, Georgia, was facing declining brand awareness and confusion after changing its name four times in five years. To better understand how consumers perceived the organization and what was driving the drop in recognition, AU Health turned to NRC Health and its Market Insights service.

Using NRC Health’s Market Insights and customized On-Demand surveys, AU Health tested audience awareness and refined its advertising messages until they resonated clearly with local consumers. The result was stronger campaign performance: 91% said the ads communicated the message effectively, 84% reported a more positive view of AU Health, overall market awareness rose to 64%, Children’s Hospital awareness increased by 13%, NPS jumped 44.4 points, web traffic grew by 6,000 new users per month, and online appointments increased by more than 100 per month.

Augusta University Health

Brianne Clark

Sr. Marketing Analyst