Virtua Joint Replacement Institute

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.