The big idea of the strategy was to showcase the dual concept of a doctor’s touch and the touch capabilities of HealthID. The TV commercial montage involved a narrative thread through the story of a heart transplant intertwined with various moments of a doctor’s touch as well as representation of HealthID in situ. The music choice of “Joe Cocker - Beautiful” amplified the emotional impact of the Touch imagery displayed. Consumers can relate to the idea of being cared for through a doctor’s touch on an emotional and personal level through their own unique life experiences.

This concept worked well for TV as it focused on the big idea of touch and not the detailed functionality of HealthID, which would have resulted in a very rational message but with little impact or emotive connection to the product or the broader Discovery Health brand.