Novant Health, known for compassionate care, faced a widening “expertise gap” in perception, causing patients to seek advanced care elsewhere. They needed to overcome the idea that competitors offered superior specialty care. Our strategy was to show that Novant Health has the expertise, experience and compassion to deliver the best possible care in every situation. It’s compromiseless. The “You Want Novant” campaign relies on the Eaton–Rosen phenomenon—a cognitive bias where statements are perceived as more accurate or truthful when they rhyme. This mnemonic was combined with emotional first-person patient narratives expressing authentic desires and fears, positioning them as the confident choice for both expertise and compassion.

View the Novant Health You Want Novant” campaign