Case Study
Professional Medical Association: Microtargeting
Challenge
The association sought to increase its marketing effectiveness and boost its membership rate. Addressing this need, StrategyOne was commissioned to conduct an in-depth, strategic research program outlining key population segments, in order to implement more targeted marketing campaigns.
Research
StrategyOne employed a MicroTargeting program, including:
- Extensive phone interviewing, using a nation-wide program targeting all relevant potential members.
- In-depth focus groups, targeting key segments, selected based on their likelihood to join the association.
Insight
StrategyOne determine which demographics and groups were most likely to join the association, then targeted these segments. Research revealed that although the client had clear and successful brand positioning, it lacked specific services that the target desired.
Action
The association was able to actively respond to the audiences’ feedback by adjusting their services, programs, and membership benefits, in order to raise membership.
Strategy
Explore our 3-step process that makes us unique among market research companies.
Core Values
Learn more about the core values that drive us.
Tools & Products
Examine the vast range of research products and analytical techniques used to help clients plan their most effective strategies.
