We targeted two key audiences who navigated healthcare decisions in very different ways. Chief Health Officers represent our wellness target, comprising primarily of women 25-54 with children who are focused on their families’ well-being. CHOs receive messaging around proactive and routine health opportunities. Healthcare Veterans is a group comprised of adults 45 and older who are more likely to require the support of specialized services.
The campaign themeline, “Look for the N,” leverages the ‘N’ from the Norton Healthcare logo, and replaces the full brand name entirely on most ad placements. Because the ‘N’ logo is prominently displayed on buildings throughout the region the “Look for the N” represents a call-to-action that encourages people to seek out this mark of quality while reinforcing convenience of Norton’s widespread presence. Moreover, it suggests the familiarity and confidence local consumers should feel when considering Norton.