Grey Matters: Understanding health decisions
Health decisions aren't black and white. In fact, they’re among the most complex consumers make. Choosing what we want versus what we know is good for us is a complicated process. Welcome to the grey area.
The goal
My colleagues and I set out to better understand how the grey area impacts health and wellness marketing to moms, the primary health decision makers for American families. Through the course of several interviews, we began to understand why moms make the healthcare choices they make. We took these findings and turned them into compelling communications that better help moms make healthier decisions for
their families.
Connecting with prospective clients: We mailed a grey apple — an iconic symbol of health — to get the attention of prospective clients. The package included an overview of the study and information on how to setup a meeting.
Distilling the insights: We shared our research through both printed and digital reports.
