Minimally invasive,
highly disruptive.

A message of faster recovery from joint replacement helps an underdog outpace the competition.

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What they were up against.

A nonprofit health system in New Jersey, Virtua Medical Group, had 302 physicians and 50 clinics, urgent care centers, hospitals, wellness centers, home health services, long-term care, rehab centers, and paramedic programs. Virtua built and was opening a joint replacement institute that would rival their main competitor. Rothman, had them beat in size, resources and budget. As Virtua prepared to launch its surgery center and new joint replacement technique, they needed a way to gain traction quickly and fill their schedule.

What we did to help.

We reached out to patients and practitioners in New Jersey and southern Pennsylvania and gathered insights about the industry and the community. We learned that Virtua had something none of the others did: they don’t cut the quadricep tendon during knee replacements, saving months of discomfort and rehabilitation. This became the lead idea for the new campaign. “It’s what we don’t cut that counts” not only launched Virtua’s new procedure, but communicated the primary difference in the way the surgery was performed, driving more inquiries and scheduled surgeries than anticipated. This led to additional surgeons being hired to support their rapid growth.

VIDEO CASE STUDY

Video

TV/DIGITAL VIDEO

Video

PRINT & COLLATERAL

OUT-OF-HOME

WEBSITE & LANDING PAGES

DIGITAL

What happened next.

  • 500 new inquiries one month after the campaign launch
  • Six straight months of continuously booked appointments
  • 457% increase in web traffic
  • 580% increase in call frequency

 

 

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