September 2, 2025

Just What The Doctor Ordered: A brand diagnostic study for Boys Town Pediatric Neurology.

There’s no clear way to chart healthcare marketing.

Privacy restrictions, long decision cycles and sensitive subject matter make it difficult to measure traditional performance metrics alone. Clicks and impressions can show exposure, but they rarely answer the question healthcare marketers care about most:

Is this building trust and influencing decisions?

Rather than guessing, we helped Boys Town Pediatric Neurology take a different approach, one designed to evaluate brand growth, brand health and creative effectiveness beyond vanity metrics.

Why Traditional Measurement Falls Short in Healthcare

Parents seeking neurological care for their children are not making quick or casual decisions. They research. They compare. They look for reassurance, expertise and credibility. These are emotional, high-stakes decisions that do not map cleanly to last-click attribution.

While you can track views and engagement, you can’t track how people feel about your brand after exposure. Unless you do the research.

A Collaborative Approach to Measuring Impact

Working closely with Boys Town Pediatric Neurology, we helped design a research framework that isolated the impact of their campaign creative on brand perception.

Using a forced-exposure model, the study compared audiences who had seen the creative against those who had not, allowing for a clear view of lift across awareness, consideration and emotional association.

The audience included parents of children under 18 and adults over 50, mirroring the real-world decision-makers for pediatric neurological care.

• The study found that unaided brand recall tripled the healthcare industry norm.
• Nearly 3 in 4 respondents were able to recall Boys Town National Research Hospital unaided after exposure.
• 4 in 5 respondents indicated they would consider Boys Town after seeing the creative.
• The increase in unaided awareness is directly tied to short-term impact driven by emotional intensity, reinforcing that the creative made a meaningful impression.
• Viewers strongly associated Boys Town Pediatric Neurology with attributes like expertise, compassion, innovation and leadership after exposure.

Creative That Connected Emotionally

Beyond awareness and perception, the study revealed the creative assets developed by their internal team held attention and built emotional resonance. Engagement increased during moments that showed authentic interaction between children, parents and care teams.

Viewers consistently reported feeling informed, reassured and hopeful after watching. These emotional responses matter in healthcare because trust is rarely built through information alone.

What This Means for Healthcare Marketers

This study reinforced an important truth.

When traditional measurement tools fall short, healthcare marketers do not need to accept uncertainty. Brand growth, emotional connection and long-term consideration can be evaluated when strategy, creative and measurement are aligned. And when you call upon a collaborative, analytical partner to fire things (like a research study) up.