Case Study: a healthcare giant gains confidence in its innovation story with PSB Insights' Narrative Intelligence

Healthcare Giant uncovers innovation insights with PSB Insights, cutting frustration to 7%

A healthcare giant wanted to test a new video concept centered on the theme of innovation before a major launch. They needed to know if the tech-focused message would resonate and if the video was the right medium. To address this challenge, they partnered with PSB Insights, which employed its Narrative Intelligence service and concept testing methodologies.

PSB Insights used its AI-driven Narrative Intelligence to engage respondents in dynamic conversations about the video. This approach revealed a critical finding: while the video successfully boosted innovation perceptions for a national audience, it caused frustration among loyal audiences like donors and caregivers due to a lack of specific proof points and a late brand reveal. This data gave the healthcare giant the confidence to proceed with the innovation message and provided a clear blueprint for refining the video. As a result, PSB Insights helped the client achieve double-digit increases in favorability and care-seeking intent among the national audience.

Healthcare Giant