Novant Health
Healthcare
Novant Health, known for its compassionate care, faced a growing perception gap in medical expertise, causing patients to seek advanced treatments elsewhere. The challenge was clear: reposition Novant Health as the provider that delivers both superior expertise and human-centered care. Through a strategic, insight-driven campaign, we proved that patients don’t have to choose between cutting-edge treatment and compassionate support—they can have both.
Despite operating 16 medical centers with more than 2,000 physicians, Novant Health was losing patients to competitors for specialized treatments. Research showed that while patients valued Novant’s warmth and empathy, they didn’t immediately associate the brand with medical breakthroughs or expert-level care. The brand needed to close this “expertise gap” and position itself as the clear choice for both everyday and complex medical needs.
People don’t want to compromise when it comes to healthcare—but they often feel forced to. They believe they must choose between expertise and compassion. However, research revealed that patients crave both. Our strategy was simple yet powerful: highlight Novant Health’s ability to deliver uncompromising care—both cutting-edge treatment and a deeply human touch.
With our strategy clearly defined, we crafted a thematic as emotionally resonant as it is empowering—when you want the best, “you want Novant.” Utilizing the Eaton–Rosen phenomenon, where rhyming statements are perceived as more truthful and memorable, we were able to combine subconscious power with relatable first-person patient narratives—creating a memorable campaign that reinforced our brand position.
We delivered our campaign across an integrated mix of channels, ensuring maximum reach and engagement. Executions included broadcast television, streaming audio, connected TV, paid social, digital display, print, out-of-home, and even high-visibility placements like passenger train wraps and sports arena signage.
Every touchpoint reinforced Novant Health’s dual commitment to world-class expertise and heartfelt care.
With our strategy clearly defined, we crafted a thematic as emotionally resonant as it is empowering—when you want the best, “you want Novant.” Utilizing the Eaton–Rosen phenomenon, where rhyming statements are perceived as more truthful and memorable, we were able to combine subconscious power with relatable first-person patient narratives—creating a memorable campaign that reinforced our brand position.
impressions
website visits
increase in perceived expertise
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.