Advertising Showcase: Northwell Health Uses Sonic Branding to Deepen Connections
Law & Order’s iconic DUN-DUN signals the start of every episode. Northwell Health is striking its own memorable note with a new sonic brand designed to evoke comfort, optimism, and trust, proving that sound can be one of the most powerful tools in health care marketing.
Few things connect more directly to human emotion than sound.
In marketing, that connection is powerful: Audio cues can reinforce brand recognition up to 96 percent faster than visuals alone.
Ramon Soto, senior vice president and chief marketing officer, Northwell Health
Northwell Health is applying that science to health care marketing. “More consumers see my marketing than visit my institution,” says Ramon Soto, senior vice president and chief marketing and communications officer. “So, how do I make that as compelling as possible? How do I invite them in to take the journey of health care with us?”
For Soto, the answer was sound. Northwell has introduced a unique sonic identity that blends the voices of its own caregivers with carefully composed tones, creating what Soto calls “a brand asset of Northwell and by Northwell.”
Read on to discover how Northwell’s sonic brand amplifies emotion, strengthens trust, and helps the organization break through the clutter in a fiercely competitive marketplace.