Duke Medicine 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 Medicine 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 reinforce how easy it was to make an appointment, we created a pre-roll ad that brought attention to how many Duke facilities there are throughout The Triangle.