Qualitative interviews
We interviewed dozens of individuals across the organization, including corporate leaders and the executive team, regional directors, field staff, patients and loved ones, state-level channel and other referral partners to learn about the organization, consumer and partner sentiments, and identify common themes around the course of treatment.
Market research
We developed four unique surveys to ascertain the broader market’s view on Pinnacle’s messaging, resonance, and thought leadership, including: Pinnacle Center leadership and counselors, Pinnacle patients, non-Pinnacle patients, and Pinnacle partners.
Patient journey
Based on hours of interviews, primary and secondary research, and discovery, we mapped out the typical patient pathway, which follows the non-linear course of major touchpoints, key factors, and obstacles influencing a patient seeking substance abuse treatment.
Marketing recommendations
We created a set of tactical marketing recommendations, along with targeted messaging for Pinnacle’s key patient and partner personas, to align with the various stages of the patient journey map.
