Virtua Joint Replacement Institute

What they were up against.

Virtua is a comprehensive healthcare system headquartered in Marlton, New Jersey. A nonprofit with a penchant for innovation and personalized care, Virtua was doing invaluable work pioneering in the world of healthcare, specifically launching a minimally invasive knee replacement surgery that featured the region’s only quad-sparing joint replacement technique. They had a problem, though: The Rothman Institute.

With four hospitals and a small complement of support services, Virtua was very much an up-and-comer. Their main competitor in the region, The Rothman Institute, had them beat in size, resources and advertising spending. As Virtua prepared to launch a revolutionary new knee replacement technique, they needed a way to stand out and differentiate against an opponent that was above their punching weight.

What we did to help.

“It’s what we don’t cut that counts” not only launched Virtua’s new minimally invasive knee-replacement procedure, but also spoke to something much more potent that was reflected in our research—Virtua brought innovative and accessible healthcare to the East Coast without sacrificing a devotion to personal care and a dedication to doing things right. It was a fully integrated campaign that included TV, radio, outdoor, print and digital support that let consumers know what put Virtua ahead of their competition, all while taking the high road.