Business Problem

A healthcare regulatory organization from the US wanted to gauge the success of its campaigns and surveys implemented at school level. They also wanted to map the reactions triggered by these campaigns within the parent community and amongst students.

Since the nature of these campaigns and the degree of implementation varied from state to state, our client wanted a unified impact measurement. They were looking for a first-hand social reaction analysis for their programs.

In a nutshell, our client wanted us to:

• Conduct a detailed retrospective analysis of a dataset they would provide us

• Track reaction of students across various classes and districts

• Track campaign induced behavioral changes

• Provide an analysis of the existing landscape of health-based education

• Analyze health and gender inclusivity in schools

  
  

Solution

Our client had two years of information around health education in K-12 standard schools. They also had information about how their different programs were adopted in different schools across school districts. They wanted us to make this the primary database that we use for our analysis. So we did that.

Since the guidelines of the project were stringent, we adhered to the existing process that our client had been previously following. However, to get more context for tagging, we conducted a secondary research on adolescent health among students across US.

Step 1: Based on the needs, we identified primary topics of interest related to adolescent health and created categories.

Step 2: We identified sub-topics for each primary theme to flesh out the nuances that the data presented.

Step 3: We compared the performance of the surveys released by our client in 2017-2019 with the previous time period of 2015-2017.

We then mapped the individual media stories into carefully created categories in tandem with public health relevance. Any data which was deemed irrelevant was removed and a concentrated set of data was collated to have a more focused output.

We further developed charts for tracking movement of trends in public healthcare sector and mapped the concentrated data in these charts.

We also performed qualitative analysis of the dataset to throw some light on school environment and need for more inclusive steps to engage with straight and LGBTQ students through relevant communication.

We presented our findings to our client through a gamut of key indicators like:

• Key insights and takeaways

• Topical analysis – Primary and Secondary

• Top trends – Validated with News Drivers

• Key outlets creating an impact

• Key influencers and reporters

Benefits

The insights from our analysis helped our client recalibrate their entire strategy and approach to adolescent health.

Our campaign analysis helped them identify the ones that had done really well in meeting their objectives and the ones that did not do well. Our campaign analysis combined with thematic, topical, and psychographic analysis also helped them with:

• Content Strategy: Identify the right kind of communication to engage their target audience.

  
  

• Channel Strategy: Identify the key channels that would help them maximize their reach to their target audience.

  
  

• Influencer Strategy: Identify and engage with the people who could influence the target audience to display the desired behavior.

  
  

The campaign analysis helped them recalibrate the investment of their resources and make more focused effort.

Our audience insights helped our client to make more sensitive and focused surveys. The behavioral and psychographic insights were used by our client to rethink their policies and make amendments to create a wider impact on people and social conditioning of teenagers and young adults.