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Barbour Community Health Association

Enhancing Community Health through Targeted Research

Ensuring that community health services are accessible and effective is paramount in addressing the diverse needs of rural communities. Rather than assuming the health needs of their communities, Barbour Community Health Association (BCHA) conducted a Community Health Needs & Brand Awareness Assessment Study. This approach enabled them to guide and improve community health by addressing the areas where services and healthcare were most needed.

BCHA has been a valued client of Agency LMC for several years – and we’ve loved being a part of their evolution and leveraging our comprehensive marketing services to enhance the organization’s community health initiatives. As a strategy-first agency, we quickly proposed in-depth research to understand the unique needs of BCHA’s patients and community members.

 

 

Strategic Planning
Strategic Planning
Implementation Support
Implementation Support
Data Analysis & Reporting
Data Analysis & Reporting
Research
Research

Services Provided

  • Research: Community Health Needs, Brand & Behavioral Awareness Assessments
  • Data Analysis and Reporting
  • Strategic Planning
  • Implementation Support

Challenges They Were Facing

  • Limited understanding of effective advertising messaging
  • Uncertainty about patient satisfaction levels
  • Insufficient data on community health needs
  • Need for strategic expansion of healthcare services
  • Unsure about brand recall among patients and community members

Enhancing Community Health through Targeted Research

BCHA aimed to gather detailed insights into the perceptions, opinions, and needs of Barbour County residents regarding their health services. To achieve this, BCHA partnered with Agency LMC to conduct this comprehensive research project. The primary objectives were to determine attitudes and knowledge about BCHA and its services among Barbour County residents and to assess current and future community health needs in the county. The results of this study provided data used in the refinement of the messaging for marketing and communication campaigns.

Solutions We Provided

  • Conducted a quantitative online survey targeting females aged 25+ within a 30-mile radius of Barbour County
  • Utilized primary research (quantitative online surveys) and secondary research to develop a strategic plan
  • Promoted the survey via Facebook Ads, leveraging BCHA’s high-performing Facebook page
  • Offered an incentive (Playstation 5 giveaway) to increase survey response rates
  • Collaborated with BCHA on survey questionnaire development and implementation

Survey Facebook Post

Play Station Winner

“Our partnership with the Agency LMC team has been transformative for our organization. The insights gained from this research assessment have allowed us to tailor our services to meet the specific needs of our community.”

– Eric Ruf, BCHA Chief Executive Officer

Results so far

  • Survey was completed by 314 respondents, exceeding the goal of 200
  • Data analysis revealed a significant need for urgent and walk-in care services in Barbour County
  • Assessment insights found that BCHA does have brand recall in the marketing and that “three in five (62%) know “a lot” about Belington Medical Clinic and half know about BCHA (48%) or Myers Clinic (46%)”
  • Data acquired from the assessment indicated an increase in brand awareness around BCHA’s school-based services and that most “have heard about Barbour Community Health Association’s expansion into the local school system. Three in five (61%) have heard “a lot or some” and 38% have heard “very little or nothing at all.”

Community Health Needs, Brand & Behavioral Awareness Assessments

Strategy
The project began with developing a survey questionnaire through a collaborative effort between the client and yours truly. The survey was promoted via Facebook Ads targeting females aged 25+ within a 30-mile radius of Barbour County, leveraging the fact that women make up to 90% of healthcare decisions.

Implementation
The project ran from April 2021 to June 2021. The survey included trust-building elements and incentives to increase response rates. Challenges such as slow data collection were addressed through budget reallocation, ad artwork refinement, and questionnaire adjustments.

Evaluation
The survey garnered 314 completions, surpassing the initial objective of 200. Next came data tabulation and analysis, which provided a comprehensive report and key findings.

Brand Response

The insights prompted the launch of Barbour Quick Care, the area’s first walk-in care clinic, in December 2022. This met the identified need for urgent and walk-in care, as well as reinforced that BCHA’s brand and services, especially school-based care, were well-recalled by patients and community members. The accompanying photos, taken as part of a photoshoot to brand the new service, further helped establish the clinic’s identity and promote its offerings within the community.

“The collaboration here has been a game-changer for our marketing efforts. This project shows how targeted research and strategic implementation can make a real difference in community health.”

– Lori Chenoweth, BCHA Senior Account Manager

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