Novant Health, known for compassionate care, faced a widening “expertise gap” in perception, causing patients to seek advanced care elsewhere. Our insight was that people over 45 don’t want to compromise on their health, but they’ve normalized their aches and pains, accepting a compromised life. Our strategy was to invite them to demand both highly specialized skill and compassion, without compromise. The “You Want Novant” campaign uses emotional first-person patient narratives that give voice to authentic desires and fears, positioning Novant as the confident choice that never asks patients to choose between expertise and compassionate care.

View the Novant Health You Want Novant” campaign