Norton Healthcare | Case Studies | Doe-Anderson Advertising
Menu

Norton Healthcare

With more than 90% of consumers in the market recognizing the Norton name as a healthcare provider, Norton’s brand awareness paced the competition, but just 50% of consumers in the region preferred Norton to its competitors. How could we turn Norton from the biggest player in the market, to the best-loved?

The Solution

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.

Healthcare Veterans

40k Banner Ad

Play Click to play

Chief Health Officers

40k Banner Ad

Play Click to play

OOH & Print

The campaign creative reinforced the insight that while Norton is always there when needed, life is all about the moments when we’re not – interpreted for each target.

The Results

Early ad-testing has shown that 87% of Chief Health Officers surveyed said that they would recommend Norton to someone they know after viewing the campaign, and the brand has seen significant increases in perceptual measures including “high quality” and “compassionate care.” A healthy result, indeed.

Early ad-testing has shown that 87% of Chief Health Officers surveyed said that they would recommend Norton to someone they know after viewing the campaign, and the brand has seen significant increases in perceptual measures including “high quality” and “compassionate care.” A healthy result, indeed.

Want to see more?

We’re happy to come to you. Opt-in below to receive Doe-Anderson news in your inbox.