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NORTHSIDE HOSPITAL ORTHOPEDIC INSTITUTE
We helped Georgia’s leading community hospital introduce their newly established orthopedic institute into a competitive market, positioning them as a leader in orthopedics while also providing targeted support for four different service lines.
While Northside Hospital enjoyed a strong reputation and leadership position as a valued community brand, they were virtually unknown for their orthopedic services. Through key hires and community partnerships, the Northside Hospital Orthopedic Institute (NHOI) was established. For launch, we were tasked with building awareness and market share for NHOI by introducing them to the market and also providing targeted support of key business units (Arthritis & Total Joint, Sports Medicine and Spine).
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Our primary opportunity was to communicate that the expertise, leadership and strength of the Northside Hospital brand is now available for orthopedic services; only Northside has the strength to bring a lifetime of elite orthopedic care to more Georgians.
This strategy led us to an integrated media plan that encompassed traditional and streaming radio, outdoor, programmatic, search, and social media. A heavy up at launch allowed us to build quick reach in the face of limited awareness and competitive pressure in the market, while digital tactics allowed us to provide ongoing continuity through the remainder of the flight.
A few months into the campaign, we’re already surpassing industry benchmarks and call center volumes and new patient visits have reached an all-time high. A brand health tracker is also in place to gauge and optimize key metrics like awareness, message recall, and competitive positioning over time and we look forward to seeing those results in Q4 of 2019.