AMN Healthcare

About This Project

The Pulse Group has conducted brand equity studies across the AMN Healthcare portfolio of brands including Corporate, Nursing, Allied and Physician brands to measure and track brand awareness and equity against targeted competitors. Our work entailed questionnaire and sample design, AB testing and online surveys and reporting to almost 100,000 corporate healthcare clients and clinicians. Our advanced analytics’ brand scorecard reporting included annual change in brand awareness measures from benchmark study; a loyalty metric (e.g., satisfaction, willing to recommend and intent to use a given brand) to quantitatively assess the loyalty of respondents to each brand; an equity metric resulting in a quadrant analysis utilizing importance and performance attributes to create relative strengths and weaknesses in equity positions of AMN brands and competitors; and, a driver analysis to yield a quantitative understanding of factors that drive loyalty/participation for brand equity metrics and psychographic attributes.