“Visionary” is a word used to describe UnityPoint Health and its effort to use technology to gather feedback from consumers. The Vision Critical Visionary Award for marketing effectiveness highlights the health system’s strategic use of its consumer insight community — UnityPoint Health Insiders — to inform business decisions and improve communications.
“Our Insiders keep it real for us. We get unique, color commentary we couldn’t get from other places,” Daneille Slifka, UnityPoint Health consumer insights manager, says. “Our community helps us make more patient-centric, strategic decisions.”
UnityPoint Health joins other well-known companies including Cleveland Clinic, Red Bull and LinkedIn to earn a Visionary Award.
“It’s refreshing when a health care company recognizes the need to infuse their patients’ voice into strategic decisions, and even more so when they place importance on building the relationship with their consumers in order to get authentic feedback that will help improve products, services and lives,” Trisha Jacobs, Vision Critical customer success director, says.
Each month, UnityPoint Health asks over 1,000 Insiders to take a few minutes to weigh in on health care topics via online surveys. The health system estimates Insiders influenced about $7 million worth of decisions, including sharpening the brand campaign, strengthening website experiences, honing advertising materials and clarifying messaging and naming preferences.
“We asked our Insiders to tell us what they liked about a new clinic model to figure out how to market it effectively,” Kasey Duffy, UnityPoint Health executive director of marketing, says. “They helped us name the clinics, UnityPoint Clinic – Express. Our Insiders also told us getting in and out in 30 minutes makes our Express model different and more valuable.”
“Insiders provided quick and insightful feedback on the images and messaging we are considering as part of our ‘People Are Amazing’ brand campaign,” Greg Philby, UnityPoint Health director of creative services, says. “Their opinions are directly guiding what you see on billboards and ads, and shape how we speak to consumers.”
Besides providing feedback, Insiders can see results, read relevant content and even earn the chance to win a monthly $50 sweepstakes. UnityPoint Health is always looking for new Insiders, and it’s easy to get started. All you need to do is take a quick survey. Click here to start your journey to making a difference.