BHS Ortho Force
A little secret: this one was inspired by G.I. Joe. Now wait. Before you scoff — hear us out. Butler Health System had this all-star team of orthopedic surgeons but no one knew about them. It was the fall of 2009, the Olympics were coming and the world was desperate for a hero. We gave them seven.
Services
- Customer Segmentation
- Market Research
- Marketing Plan
- Marketing Messages
- Web Development
- Advertising
- Print Design
- Media Buying
- Search Engine Optimization
Industry
- Healthcare
Awards
- Aster Award
- Healthcare Advertising Award
- Service Industry Advertising Award
- Telly
Challenge
Ortho-care isn't exactly the glitziest of the medicines. Their surgeries aren't fly-by-night emergency procedures and they rarely get billed as life-or-death. But this also means patients and referring doctors have the luxury of researching and selecting an individual surgeon for their needs. Some look for dynamic, cutting-edge doctors while others prefer a white coat with the traditional, hometown vibe.
Furthermore, the general perception in the target area was that if you wanted a good doctor, your best bet was to drive down to the big city — ahem, Pittsburgh.
Solution
We decided to play it like any good action movie: display each doc based on his expertise. In G.I. Joe, you have the demolitions guy, the sniper, the weird Navy SEAL/Pirate guy with a parrot on his shoulder.
Well at BHS it was the tech guy with all the latest tools, the expert pain and anesthesia guy, the experimental technique guy and the quiet, intense guy who plays with nerves. Together, they were Ortho Force!
Tactics
Of course, an over-the-top concept required a corresponding medium. So we created a TV spot that was unlike anything people had ever seen from a healthcare company. Lining them up in the classic slow-mo power-walk revealed a cohesive team of docs, while introducing them separately played up their individual strengths. And to cap it off, what super group is complete without a few explosions?
To accompany the TV spots, we spread the deeds of Ortho Force through outdoor boards and print ads. Google Adwords, banner ads and YouTube all directed folks to a full force website that further outlined each team member's personality and expertise.
Reception
Instant celebrity. The doctors embraced their newly found personas. They made t-shirts, bumper stickers and posters. Knowing their dads were orthopedic superheroes, kids beamed.
