Over our three-year relationship with Inova, we moved perception in every metric we measured. People chose Inova more with intent-to-use rising from 69% to 75%. They trusted it more. They liked it more — enough to drive past other options to get there (up from 44% to 55%). But four waves of research revealed something the scoreboard didn’t show: Northern Virginians weren’t feeling Inova yet. Genuine. Compassionate. Personalized. The emotional descriptors were lagging far behind. Things that make us go, ""Hmmmm."
Healthcare revolves around humans. Yet true humanity is the last thing you see in most campaigns. It’s all "world-class this" and "clinical excellence that," alongside a fake doc who’s probably holding the stethoscope wrong. No thanks. For Inova, we gave voice to the patient and acknowledged all the weird, scary, curious, stupid, exciting stuff that rolls through our heads when it comes to our health. At work, at the gym, on the toilet (ok, that last one didn’t get approved). All we want as humans is to be seen. And with our help, Inova became the only brand in the category brave enough to open its eyes.
More people chose Inova for care
Intent to use increased from 69% to 75%.
Brand favorability hit an all-time high
Rising from 69% to 76%
More patients willing to travel for Inova care
Up from 44% to 55%
Annual increase in specialty patient volumes — real-world growth where it counts
We say "I'm fine" about 14 times a week.
Only 1 in 5 mean it.
