In 2002, Tripp Umbach was retained to complete a brand image and market positioning research study for Beth Israel Deaconess Medical Center and New England Baptist Hospital. This project provided Beth Israel Deaconess Medical Center and New England Baptist Hospitals with a current measure of customer awareness, image, and perceived value.

Tripp Umbach measured consumer decision-making attributes of health care institutions in order to understand the position of Beth Israel Deaconess Medical Center and New England Baptist Hospital compared to their key competitors. Through the application of these procedures, Tripp Umbach’s final report equipped the client’s marketing team to make positive strategic moves to improve market perceptions, build upon strengths, gain market share, and quantitatively track improvements and changes over time.