Norton Healthcare, a five-hospital integrated health care system in Louisville, Kentucky, faced heavy market competition due to healthcare systems merging within their market. Norton Healthcare’s offerings were similar to the competitors', and as healthcare reform drove a shift from a “fix it when you’re sick” approach to preventative/wellness care, Norton identified increased access to their primary care physicians as the key to long-term growth.
Caring for mind, body and spirit
Norton Healthcare and Northlich launched a unique “HealthStyle” campaign to drive physician volume in 2013. Northlich designed the campaign to help Norton Healthcare stand out as a provider oriented to wellness with the line “Between Health and Life: Norton Healthcare.” The campaign was targeted to women and segmented the messages to reflect the different periods in a woman’s life. This showcased Norton Healthcare as understanding women’s needs and providing a comprehensive approach to their well-being that includes mind, body and spirit.
Showing that we understand
The unique campaign photos and videos were shot from the consumer’s perspective, allowing viewers to easily place themselves into each scenario. Little Sarah, who smiles as she holds tightly to her mom’s arms, became the face of the campaign.
Feedback on this campaign has been extremely positive, enabling Norton to enhance their image as a health care provider that offers personalized care across the full gamut of life stages.
Norton Healthcare turned the
focus to increased access to
their primary care physicians as
the key to long-term growth.