Mower’s work with leading healthcare provider Novant Health has been recognized with a Gold award in the Use of Hospital or Healthcare Services Marketing category at Medical Marketing + Media’s 2025 MM+M Awards. The awards program, celebrating its 22nd year of recognizing excellence and innovation across healthcare marketing, is among the most respected honors in the industry. Mower joined in the celebration at this year’s award show, which took place at Cipriani Wall Street in New York City on October 9.
The winning campaign, “You Want Novant,” tackled one of the health system’s biggest perception challenges: demonstrating that Novant Health delivers both world-class medical expertise and deeply empathetic care. Through a fully integrated approach across TV, streaming, digital, outdoor, print and social channels, the campaign brought emotional stories to life while making a bold promise clear: “If you want both expertise and empathy, you want Novant.”
The results spoke volumes. In just the first few months, the campaign generated more than 97 million impressions, drove over 450,000 website visits and contributed to as much as a 10-point increase in recognition of Novant’s expertise and a seven-point increase in preference throughout areas of North Carolina.
“This recognition is proof that when creativity meets a client willing to take bold steps, you can change perceptions in meaningful ways,” said Mike Baron, SVP, Group Creative Director and Healthcare Specialty Lead at Mower.
“Novant Health challenged us to help bridge the gap between heart and science, and we couldn’t be prouder of the work we created together,” added Katie Lisiecki, Group Account Director at Mower. “It was truly an honor to be invited into an elite space like the MM+M awards and have our work recognized among the best-of-the-best in healthcare marketing.”
Read more about the award-winning campaign here and view the full list of 2025 MM+M award winners here.