Naturopathic Doctors: Elevating Perceptions
We all know the old adage, perception is reality. It holds true for many beliefs. Our mandate was to change Canadians’ perception of Naturopathic Doctors and to elevate the profession in the eyes of potential patients. The Canadian Association of Naturopathic Doctors (CAND) understood that a strong campaign needed to concentrate on education and information. Armed with marketing research and through a coordinated national TV Ad serial campaign, digital ads and social media, we took the stance of informing Canadians what Naturopathic Doctors could offer them and what their skill sets were. Our creative messaging focused on providing answers to the most fundamental aspects on Naturopathic Doctors, de-mysterifying the myths, if you will. For instance, many do not know that Naturopathic Doctors are medically trained professionals, or that they have the ability to perform annual check-ups, order blood tests, read lab test results as well as provided a preventive approach to patients’ health care. The tone of the creative was set to emphasize the professionalism of Naturopathic Doctors – lab coats, stethoscopes and clean white backgrounds.
Featured prominently in all the ads is the ancient medical symbol (Rod of Asclepius) modified. We modified this traditional symbol by adding a leaf and changed it to the perfect shade of green. This blended the “medicinal” as well as the “naturopathic” elements found in all Naturopathic Doctors’ practices. This icon will represent Naturopathic Doctors in Canada.
The tagline drove the message with hard-hitting simplicity: Medically Trained. Naturally Focused.
Our goal was to elevate the public’s perception of Naturopathic Doctors (NDs) as medical professionals by increasing awareness and credibility of Naturopathic Medicine as a distinct healthcare system and a complement to conventional medicine and direct them on how to find a Naturopathic Doctor.
Health conscious women and men
TV Ads, Digital Ads, Google Adwords, Social Media Ads
Author : Kyle McGuire
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