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Unlock the Evidence
Heidi Health – evidence launch campaign
Evidence You Can Hold.
Request
Bringing a global feature launch to the Canadian market
Heidi Health asked Norvell Jefferson to build an activation for the Canadian market, supporting the worldwide launch of Heidi Evidence, a new feature on its AI Scribe platform. The original brief covered more Canadian ground than the campaign ultimately needed, so the activation focused where it could make the strongest impression.
HIMSS in Las Vegas came along as a welcome addition alongside the Canadian work, not its focus.
Clinicians already trusted Heidi as a scribe. The job was to get them to actually try Evidence, not just hear about it.
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True north
Put it in their hands
Heidi Health already had credibility as an AI scribe. The challenge with Evidence was not proving that AI belonged in a clinical setting, it was getting clinicians to actually explore a feature they had not tried yet.
The activation strategy followed from that directly: get people familiar with Evidence by putting it literally in their hands. A physical object, not a passive ad, became the way to invite a clinician into the product itself.
Give clinicians something to hold, and they will find their own way to Evidence.
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Ideation
Working back from the demo
The team explored bold, interactive directions first: a life-size holographic Heidi avatar for the booth floor, and an AR character that appeared the moment a flyer was scanned, each built to turn heads. But the goal was not spectacle, it was getting people to actually experience how Evidence worked.
Working back from that goal, the idea that stuck was simpler than either: a physical card or sticker that, tapped against a phone, opened an interactive run-through of Evidence itself, letting a clinician explore the product hands-on instead of watching someone else demo it.
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Creation
Phygital, by design
The idea became two physical objects paired with one interactive experience. A printed NFC card, handed out in person, and a standalone NFC sticker that did the same job hidden underneath ordinary-looking stickers, both opened the same interactive run-through of Heidi Evidence the moment they touched a phone.
That experience let a clinician explore Evidence for themselves, not just watch a preview of it. Every tap fed the same metrics system, so engagement could be counted directly. The Norvell Jefferson team built, printed, and prepared every card and sticker set themselves, in both Toronto and Las Vegas.
Experiences Deliverables
Campaign Concept
Interactive Online Demo
In-Person Activations
NFC Postcard & Stickers
Metrics Reporting System
Social Content
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Activation
Canada, With a Vegas Encore
The activation centered on Toronto, at MaRS Discovery District, with a large billboard placed near the subway station a short walk away. Over several days, the team handed out NFC cards on-site, connecting the billboard's message to something a clinician could actually hold and try.
HIMSS in Las Vegas ran alongside, on a smaller scale, with the same cards living inside a busy booth next to product demos and live interviews. Standalone NFC stickers extended the reach further, placed on collateral the team could not staff in person. Every tap fed the same metrics system, so results could be compared directly.
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Imagination for Heidi Health
The unusual part of this activation was not the technology inside the card, it was the choice to make the technology something you could hold before you had to trust it.
The Norvell Jefferson team prepared and handed over every single card itself, in Toronto and in Las Vegas, turning a global feature launch into a local, hands-on introduction. The card-and-sticker pairing alone generated 3,528 page views and 173 site visits, real engagement from clinicians who chose to explore Evidence for themselves.
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“Norvell Jefferson didn’t just give us a Canadian campaign, they gave us something clinicians actually wanted to pick up. Building the NFC cards ourselves and putting them straight into people’s hands is exactly the kind of creative thinking we came to them for.”
— Maureen, Heidi Health