Adult US News & World Report - Clear Choice Campaign

Our concept “Clear Choice” resonated the most with consumers during ad testing. We found that over 60% had a positive first impression of this campaign, with an additional 30% neutral. Consumers felt this campaign made them feel happy and that it focused on family. The campaign’s top attributes rated by consumers were that they trusted Atrium Health to care for their family, Atrium Health has the most expertise in the region, that they would feel confident about their care at Atrium Health, and that Atrium Health was the best choice for care in the region. 54% also claimed they would be more likely to select Atrium Health for their healthcare after seeing these ads, with 33% neutral.
Our online ad campaign creative showcased a series of moments in life that our patients are now able to experience because of our care. And that Atrium Health is the clear choice when selecting that care.
Our online display ad campaign ran from July 27th2022 to November 15th2022. During this timeframe, in our local Greater Charlotte market, we had over 5 million impressions, nearly 8,000 clicks with a 0.16% CTR (benchmark 0.08%) and resulted in over 2,500 high value actions including click to call and find a doctor.