Duke Health

Brand Development // Strategy // Broadcast

Duke Health came to us with a familiar problem that faces many medical institutions. What should the role of hospital advertising be? In the North Carolina Triangle region, there are several great medical institutions. How does Duke Health stand apart? The answer came in the form of relevance. Our strategy hinged upon Duke’s real competition not being other hospitals, but Google. Everyone thinks Google is a doctor. And guess what? Everyone is wrong.


By being contextually relevant as people were searching for symptoms, we were able to drive primary care appointments when a trip to the doctor wasn’t necessarily top of mind. To make the experience seamless, we created specific landing pages for primary care locations complete with video to explain the benefits of a Duke primary care doctor.