Executive Summary
BrandAuditHC™ is a diagnostic engagement that reveals where your health system’s intended brand signal diverges from how your community actually experiences you—before you commit another dollar to activation. Using Jungian archetype mapping and a four-part rubric, it replaces intuition and internal belief with evidence about what drives trust, choice, and loyalty in your true catchment zone.
BrandAuditHC™ defines your catchment's psychology, fields a psychographic survey, scores brand signal, audience perception, competitive positioning, and investment readiness, and consolidates the findings into a board-ready market brief with a defended tier recommendation. The result is a clear, quantified case for whether you need a visual refresh, a messaging psychology rebuild, or a full repositioning—plus permanent IP your team can deploy for at least five years, regardless of who handles downstream creative.
Product Detail
How It Works
Catchment-Zone Definition & Intake
The engagement opens with a structured intake that defines the facility's true catchment zone—not the marketing footprint, but the geography from which patients actually present. Stakeholder interviews surface what leadership believes is true about the community, the brand, and the competitive set, creating the baseline against which community data is later measured.
Deliverable: Catchment-Zone Definition & Intake Brief
Community Archetype Mapping
A psychographic survey is fielded into the catchment zone (B2C n ≥ 500; B2B physicians, employers, and payers as scoped) and analyzed through SBCMO's Jungian archetype methodology to identify the dominant community archetypes—the identity-level psychology that drives healthcare choice, not just stated preferences.
Deliverable: Community Archetype Profile
R1–R4 Rubric Scoring
Four proprietary calibrated rubrics produce objective, comparable scores: **R1 Brand Signal**, **R2 Audience Perception**, **R3 Competitive Positioning**, and **R4 Investment Readiness**. Every score is traceable to source survey data—evidence-based prioritization rather than subjective creative judgment.
Deliverable: R1–R4 Scored Rubric Set
Brand Signal Gap Analysis
The community archetype profile is overlaid against the system's current brand signal to identify the most consequential gaps—where the institution intends to be perceived, where the community actually perceives it, and which gaps carry the highest revenue and trust consequences.
Deliverable: Brand Signal Gap Diagnostic
Scored Market Brief & Tier Recommendation
Findings are consolidated into a board-ready market brief that includes the scored rubrics, the gap diagnostic, and a defended recommendation among three downstream tiers— BrandMark™ (executional visual refresh; brand strategy is sound), BrandVoice™ (messaging psychology rebuild; visual identity may be adequate), or BrandLaunch™ (full strategic repositioning; post-merger or major expansion). Each tier carries its own scope and pricing; you commit only to what the diagnostic supports.
Deliverable: Scored Market Brief + Tier Recommendation
Who It's For
- Chief Marketing Officers and Chief Strategy Officers at regional or national health systems evaluating a brand refresh, repositioning, or post-merger integration who require evidence before commitment, not after
- CEOs and Boards who have been presented with a creative direction and need an independent diagnostic to confirm or challenge it before approving capital
- Health system leadership 12 to 24 months past an acquisition, sensing the community has not fully accepted the new owner—and looking for the instrument that names what is actually wrong
- VPs of Marketing and Brand who have inherited an agency relationship and need to understand whether the current brand signal is reaching the community the system actually serves
- If you have already chosen a creative direction without this data, BrandAudit™ will tell you whether that direction is correct.
Use Case
A 21-facility multi-state regional health system, two years into a consolidation, engaged BrandAudit™ to diagnose why patient acquisition was lagging projection in three of its key markets despite strong campaign delivery metrics. The audit revealed that three of five dominant community archetypes were misaligned to the system's positioning, and that perceived expertise scored 2.5 points below leadership's own self-assessment—the strategy did not need a louder campaign. It needed a calibrated rebuild grounded in archetypes the existing brief had never named.
What You Own
What's Included
- Catchment-zone definition and structured intake
- Stakeholder interview program (executive, clinical, brand, operations)
- Psychographic survey design, fielding management, and data QA
- Community Archetype Profile per facility
- R1 Brand Signal, R2 Audience Perception, R3 Competitive Positioning, R4 Investment Readiness scoring
- Brand Signal Gap Diagnostic
- Scored Market Brief with defended tier recommendation
- Permanent IP transfer of all findings, profiles, and rubrics
What's Not Included
- Survey fielding costs (third-party panel data)—billed at vendor cost plus 10% coordination fee, well below the 15–20% industry standard
- Any downstream activation—addressed in the recommended tier (BrandMark™, BrandVoice™, or BrandLaunch™)