Healthcare

Message & Branding

UC Irvine Health

Project Details

In cooperation with Maricich Health, Public Values conducted a series of consumer focus groups to position UC Irvine Health as a preferred provider for cancer diagnosis and treatment. Findings were used to evaluate the consumer's understanding of key messages, emotional reactions to headlines and graphic images, the extent to which messages were appealing, the top priorities when evaluating cancer treatment providers, and current perceptions of Irvine Health and competing healthcare providers.

Outcome

Study results were used to refine branding strategies, proposed taglines, images and creative material for promoting UC Irvine Health as a preferred cancer treatment provider.

Message Testing

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