Perception & Awareness Survey

Perception & Awareness Survey

Sector: Healthcare

Location: Ipswich

Website: https://www.nuffieldhealth.com/hospitals/ipswich

The Research Project

Mackman Research was commissioned to carry out a perception and awareness study on behalf of Nuffield Hospital Ipswich. The research was designed to locate pockets of brand recognition across Suffolk and to examine how the hospital was positioned in terms of public perception. Additional objectives included exploring competitor awareness and gauging how well the hospital’s services and brand messaging were understood by the community. 

Brand Facts

• Nuffield Health Ipswich Hospital is part of the UK’s largest healthcare charity, delivering high-quality private hospital care to the Suffolk region.
• Opened in 1997, the hospital offers a wide range of specialties, including orthopaedics, cardiology, general surgery, and women’s health.
• The hospital is known for its modern, patient-centred approach, with on-site diagnostic imaging, physiotherapy, and consulting facilities.
• Patients benefit from rapid access to leading consultants, minimal waiting times, and personalised treatment plans in a calm, supportive environment.
• Nuffield Health reinvests all income into health and wellbeing services, supporting community fitness, mental health, and long-term care initiatives.
• The Ipswich site works closely with local GPs and NHS services, offering flexible referral pathways and collaborative care.
• With a focus on clinical excellence, the hospital is regularly rated highly for patient satisfaction and safety in independent reviews and inspections.

Survey Aims & Objectives

The research aimed to better understand how the Nuffield brand was perceived across Suffolk, and to identify how its visibility and communication compared with other healthcare providers in the area. Furthermore, the client sought to pinpoint areas for growth and improvement, particularly in terms of brand positioning and outreach to key demographic segments.

Survey Results

Mackman Research collected 50 responses from each of the six towns, totalling 300 completed surveys. The results indicated clear differences in brand recognition across the region. While some areas showed strong awareness of the Nuffield brand and its services, one particular town demonstrated a significant gap in understanding. Demographic analysis revealed that younger respondents in this area were less familiar with the brand. Using this insight, the Ipswich hospital team was able to tailor their messaging and redeploy marketing resources to address this gap. The findings were incorporated into a refined campaign strategy to boost engagement and awareness among key audience groups. 

The Research Design & Methodology

A concise, street poll-style questionnaire was designed to capture quantitative data from a wide cross-section of respondents across Suffolk. Surveys were conducted in six market towns, using intercept interviews that lasted approximately five minutes. The questionnaire included closed questions and matrix-style selections to ensure consistency and a quick turnaround. This method allowed for the efficient gathering of regional data while preserving respondent engagement. 

Survey Outcomes

The study generated valuable insights into brand awareness and perceptions of Nuffield Hospital Ipswich. Findings were used to inform refinements in regional marketing strategy and campaign messaging. Of particular note was the identification of a specific town and age group that exhibited lower levels of brand understanding, despite falling within the hospital’s target demographic. This insight allowed the client to adapt their messaging and outreach accordingly, ensuring that marketing efforts were more closely aligned with audience expectations and needs.