Norton Healthcare's campaign strategy: focus on employees. They appear in commercials and attend preview showings.
Norton Healthcare, a 2,000-bed system with headquarters in Louisville, Ky., previewed its big branding campaign with its 8,000 employees. During National Hospital Week, employees viewed a five-minute behind-the-scenes video showing more than 50 of their colleagues serving as actors and models in the TV, radio and print ads.
Botvin
Judith D
JD
D000329:Advertising; D000846:Anniversaries and Special Events; D007629:Kentucky; D008389:Marketing of Health Services / Q000379:methods*; D009096:Multi-Institutional Systems / Q000458:organization & administration*; D010564:Personnel, Hospital