Targeted TV advertising

Horder Healthcare is a leading independent healthcare provider delivering orthopaedic and musculoskeletal care for NHS and private patients across Kent and Sussex.

The challenge

Long‑term awareness and trust are critical for the charity, particularly when marketing services that people only seek at moments of need. Before this project, Horder Healthcare’s communications had focused on more traditional channels, having always considered TV and cinema advertising too expensive.

We introduced the concept of addressable television advertising and helped them understand how targeted TV advertising, with Sky Adsmart, could support long‑term brand building while remaining efficient and measurable.

Crew filming a seated interview in a small office with studio lighting, cameras, and a desk setup

How we helped

We introduced the concept of addressable television advertising, helping them to understand how targeted TV advertising, with Sky Adsmart, could support long‑term brand building while remaining efficient and measurable.

Sky AdSmart allows organisations to reach specific audiences based on factors such as age, household income, socio‑economic group and geographic location.

This made it possible to raise awareness of orthopaedic services in the areas most relevant to Horder Healthcare, without the waste associated with traditional broadcast campaigns.

Camera operator in surgical scrubs filming a modern operating theatre with medical equipment and overhead lights

We developed the storyboard and creative treatment, focusing on a calm, reassuring portrayal of the patient experience. The resulting commercial clearly communicated what it feels like to come into Horder Healthcare for treatment, helping to build familiarity and trust over time.

Watch this interview with Horder Healthcare’s Head of Marketing and Sales, Josephine Trotter.

What the client said

“Digitom produced a fantastic storyboard and they’ve made a fabulous film that really does display what it’s like to be a patient coming in to Horder Healthcare.”

Josephine Trotter

Head of Marketing and Sales

Horder Healthcare

The outcome

Horder Healthcare chose to work with us because they needed guidance as well as delivery. As first‑time TV advertisers, they wanted a partner who could explain the opportunity clearly, challenge assumptions around cost, and shape a campaign that aligned with their values.

Our experience in purposeful, people‑led communications meant we could introduce Sky AdSmart with confidence and translate a complex media proposition into a practical, accessible strategy.

By combining clear thinking with thoughtful creative, we helped the team feel assured that television advertising could be both effective and appropriate for a healthcare charity.