HonorHealth acquired two hospitals from Steward Health, Four Peaks Medical Center (prev. Mountain Vista) and Tempe Medical Center, and needed a referring provider campaign to drive physician referrals from the East Valley.
I adapted social media ad concepts into full Google Display Ad suites across five campaign variants, targeting doctors with messaging around trust, clinical outcomes, and peer referral behavior.
Role
Display ad designer
Audience
East Valley referring physicians
Scope
13 sizes per set across 5 campaign variants
Impact
1M+ impressions and 1,000+ clicks across five ad concepts, with CTR tripling over five months
The work
Each campaign variant required a full size suite: six mobile, six desktop, and two tablet formats. The first round launched three ad sets. When Leapfrog score messaging aged out at year-end, I replaced two with updated creative.
The design challenge was mobile. HonorHealth's brand relies heavily on cutout shapes and layered photography, neither of which naturally compresses to 320×50.
At that size, I had to make calls about what actually mattered: strip the subtext, lead with the boldest claim, and make sure a physician scrolling on their phone could grasp the message in one second. Whatever survived that process ended up being the most important copy anyway.
FEATURED SET
Closed the loop on trust and the campaign. If patients count on HonorHealth, you, as a referring physician, can too.
The 1024×768 tablet interstitial hit a 6.67% CTR (the highest performing format in the campaign).
Mobile
Desktop
Tablet
HOW WE GOT THERE
01 – Now scrubbing in — the A team
Introduced HonorHealth's newly acquired facilities to East Valley physicians, leading with Leapfrog scores as proof of clinical excellence.
02 – Care you can count on
Leaned into trust as the primary referral driver, positioning HonorHealth as a partner physicians could confidently send their patients to.
03 – We bring our A game
A second Leapfrog score-forward set. Retired at year-end when the scores cycled out.
04 – Why are doctors referring to us?
Led with curiosity instead of claims. The "Find out why" CTA let the referral behavior of other physicians do the convincing.
Designing for constraint is a useful filter.
If something doesn’t hold up at the smallest size, it probably wasn’t essential.
In retrospect, the campaign told a cleaner story than it did in execution: starting with hard data, pivoting to emotional trust, then letting social proof carry the second round. That narrative wasn’t planned, but it worked.
The display campaign delivered over 1 million impressions to targeted East Valley physicians.
CTR tripled over five months ( a sign the creative was building recognition, not fatigue)
Trust-centered messaging outperformed across every channel; the "Care You Can Count On" creative achieved the highest display CTR at 0.24%.
The investment in optimizing every layout paid off, specifically with the tablet interstitial format which hit a 6.67% CTR.