American Association of Nurse Practitioners
Challenged by today’s changing health care landscape, our client – a professional trade association that recently merged with another like-minded group consisting of primary care providers – sought to brand themselves and their new leadership with the Washington, DC, policy elite.
A Research-Driven Plan
720 Strategies’ proposed a plan: A research-driven, targeted, comprehensive awareness campaign to educate Washington, DC’s health care policy elite on the important role their members play in delivering quality care.
Using our research-based methodology, we identified the proper channels to reach the target audience:
Testing America's Perceptions
We commissioned a national poll to test America’s attitudes and perceptions about the work of this association’s members. Our survey of 1,000 registered voters told us that American’s had a very high confidence level in the care these primary care providers offer.
Our poll also told us that respondents weren’t exactly sure what kind of services they are able to provide. For example, only 50% of respondents knew that they can prescribe medication. That’s an identical match to the same question asked four years ago in a previous poll.
The needle wasn’t moving.