What they were up against.

Virtua is a comprehensive health care system headquartered in Marlton, New Jersey. A non-profit with a penchant for innovation and personalized care, Virtua was doing invaluable work pioneering in the world of health care, 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 compliment 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.

We knew Virtua’s conglomerate-sized obstacle would take more than an advertising solution alone to overcome. They needed a strategic deep-dive. They needed someone to do the legwork to truly understand what message would resonate within the health care community. So that’s exactly what we gave them.

We put troops on the ground in New Jersey and southern Pennsylvania to talk to the patients and practitioners that interacted with both Virtua and Rothman. We gathered the insights and truths about the industry, the community and the competition. What we uncovered surprised us. It wasn’t something the big guys had that Virtua didn’t. It was something Virtua held on to that its competition never had.

“It’s what we don’t cut that counts” not only launched Virtua’s new minimally invasive knee-replacement procedure, but spoke to something much more potent that was reflected in our research—Virtua brought innovative and accessible health care 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 itscompetition, all while taking the high road.