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Norton Children’s

The challenge: When the region’s leading children’s healthcare system had a public falling-out with the charity that gave it its name, a rebrand was urgently needed – and we knew it would be a delicate procedure.

 

The Solution

We drew upon the equity of the Norton Healthcare network, but instead of leading with the corporate brand, we put the kids first – just as the doctors, nurses and other caregivers do every single day.

40k Banner Ad

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40k Banner Ad

Play Click to play
 

Print

For print, the goal was to utilize high-impact sizes in main Louisville publications during the announcement period: full pages, back covers, and even a spadea wrap in The Courier-Journal. It was a major name change announcement intended to reach the broad Louisville community (Adults 18+) and we were looking to make a splash during a concentrated period.

The Results

55% unaided ad awareness (highest in history of Norton brand tracking)

55% unaided ad awareness (highest in history of Norton brand tracking)

58% preference for Norton as having “best pediatric care” in the market

58% preference for Norton as having “best pediatric care” in the market

69% awareness of Norton Children’s after six months in market

69% awareness of Norton Children’s after six months in market

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