Award-Winning Campaign · Creative Excellence & Results-Driven Strategy
Orthopedic
Service Line
Branding Campaign
Service Line
Branding Campaign
A year-long, multi-phase orthopedic campaign built around seasonal specialty rotations, multimedia channel execution, and cross-functional team leadership — delivering 12% clinic volume growth, a 50% surge in 5-star reviews, and a nationally recognized creative award.
Campaign Strategy
Creative Direction
Healthcare Marketing
Seasonal Messaging
Multi-Channel Execution
Budget & Timeline Ownership
Cross-Functional Leadership
The Challenge
A service line too broad
to market as one thing.
Orthopedic service lines span an enormous range of patient needs — from a high school athlete with a sports injury in October to a retiree considering joint replacement in January. A single message, running year-round, speaks clearly to nobody.
The challenge was designing a campaign architecture that could rotate meaningfully across specialties and seasons without losing brand coherence. Each phase needed to feel like the same campaign — same voice, same visual identity — while speaking to a completely different patient need.
Compounding this was the cross-functional complexity: creative teams, clinical staff, media vendors, and operations leadership all had to stay aligned across a 12-month execution window with shifting priorities, approval chains, and budget pressures.
The output needed to be more than awareness — it needed to move patients into the clinic. Volume growth and patient experience were the metrics that mattered, not impressions.
Challenge 01 · Seasonal Relevance
Orthopedic specialties have distinct seasonal demand patterns — sports injuries peak in fall, joint care in winter, physical therapy in spring. The campaign had to rotate messaging to match patient intent windows.
Challenge 02 · Multi-Channel Coherence
Digital ads, print, billboards, and broadcast all ran simultaneously. Messaging had to be adapted for each format while maintaining a unified brand voice and campaign identity.
Challenge 03 · Clinical Alignment
Healthcare marketing requires clinical sign-off on all messaging. Coordinating between marketing accuracy and clinical approval without killing campaign velocity was a constant management challenge.
Challenge 04 · Volume as the Goal
Brand awareness was a byproduct, not the goal. Every campaign decision was evaluated against its potential to drive appointment volume — a harder and more honest success metric than reach or engagement.
My Role
Led it end to end.
🌟
Strategy & Leadership
- Developed the seasonal campaign architecture — designed the specialty rotation framework, aligning messaging phases to patient demand windows across fall, winter, spring, and summer
- Created strategic planning documentation by specialty of focus — separate briefs for sports injuries, joint care, physical therapy, and surgical services
- Led cross-functional collaboration between creative, clinical, and media teams — managed approval workflows that required clinical sign-off without stalling campaign velocity
- Owned the full campaign budget and timeline — tracked deliverables, managed vendor relationships, and ensured on-time execution across all four seasonal phases
- Applied market segmentation and behavioral insights to target messaging to the right patient profiles at the right time of year
🌟
Creative & Execution
- Developed unified messaging frameworks for each seasonal phase — consistent brand voice adapted for digital, print, billboard, and broadcast formats
- Wrote creative briefs for digital, print, and broadcast teams — translating clinical service priorities into campaign-ready concepts
- Oversaw production of all creative deliverables — newspaper ads, digital display, billboards, social carousel, and broadcast commercials
- Built rollout calendars detailing go-live dates, channel sequencing, and creative rotation schedules across all four phases
- Campaign was recognized with a creative excellence award for both the quality of the work and the strength of the measurable outcomes
The Approach
Five phases.
One coherent campaign.
From initial strategy through year-long execution — each stage building on the last.
01
Specialty Mapping
Mapped orthopedic specialties to patient demand windows — identifying when each service line had the highest seasonal intent.
02
Audience Segmentation
Applied behavioral and demographic segmentation to define the right patient profiles for each specialty and season.
03
Messaging & Brief
Developed seasonal messaging frameworks and creative briefs — one unified voice adapted for each channel and specialty rotation.
04
Multi-Channel Production
Managed production across digital, print, billboard, and broadcast — coordinating creative, clinical approval, and vendor delivery.
05
Launch & Measure
Executed phased rollout with defined success metrics per phase — tracked clinic volume, patient reviews, and campaign engagement throughout.
Campaign Architecture
Seasonal rotation.
Year-round relevance.
Each phase was built around a distinct specialty focus, patient need, and media mix — all within a single coherent brand system.
Fall
Sports Injuries & Acute Care
Peak season for sports-related injuries. Messaging targeted student athletes, parents, and coaches. High urgency, action-oriented creative.
DigitalSocialBroadcastOOH
Winter
Joint Care & Replacement
Elective procedure season. Targeted 50+ patients with joint pain who delayed care. Empathetic, solution-focused messaging.
PrintDigitalBroadcastDirect
Spring
Physical Therapy & Recovery
Recovery and rehabilitation focus. Messaging around getting back to activity. Optimistic, forward-looking creative tone.
DigitalSocialOOHPrint
Summer
Active Lifestyle & Prevention
Preventative care and active living. Broad reach messaging reinforcing the service line brand ahead of fall campaign ramp.
DigitalSocialOOHBroadcast
Campaign Framework
Specialty · Channel · Audience · Deliverable Matrix
12-Month Campaign
The Creative
Make your move
with confidence.
The “Make Your Move With Confidence” campaign series ran across digital, social, print, and out-of-home — four executions united by a single brand message that worked equally well for a 22-year-old athlete and a 65-year-old joint replacement candidate.
Make
Your
Move
With Confidence
Digital carousel series — deployed across paid social and display
Campaign Hero
Lead creative · multi-channel campaign anchor
Print Ad
Newspaper and magazine format · winter phase
June Print Ad
Summer phase · active lifestyle messaging
Broadcast / OOH
TV commercials · Billboards
Broadcast & OOH
TV commercials and billboard executions · not shown
Deliverables
Six streams.
One ownership.
Every component of the campaign was owned end to end — from the first strategy doc to the final vendor invoice.
Strategic Planning Docs
Specialty-specific strategy documents defining objectives, audience, messaging framework, and success metrics for each campaign phase.
Seasonal Rollout Calendars
Phase-by-phase rollout schedules with go-live dates, creative rotation timelines, and channel sequencing across all four seasonal rotations.
Creative Briefs
Channel-specific briefs for digital, print, and broadcast teams — translating clinical service priorities into campaign-ready creative direction.
Creative Deliverables
Final produced assets across all channels: newspaper ads, digital display, social carousel, billboards, and broadcast TV commercials.
Cross-Functional PM
Managed collaboration between creative, clinical, and media teams — including clinical approval workflows, vendor coordination, and milestone tracking.
Budget & Timeline Ownership
Full campaign budget oversight across all four phases — tracked spend by channel, managed vendor invoicing, and ensured on-time delivery of all deliverables.
Broadcast
The commercials
in market.
Two TV spots produced as part of the campaign — each carrying the same brand voice across different patient stories and seasonal contexts.
Broadcast Spot 1
TV commercial · multi-channel orthopedic campaign
Broadcast Spot 2
TV commercial · multi-channel orthopedic campaign
Results
The stat sheet
12%
Clinic Volume Growth
Year-over-year growth in clinic volume during the campaign period — the hardest metric to move and the most meaningful one for the health system.
50%
Increase in 5-Star Reviews
A 50% surge in 5-star patient reviews during the campaign year, reflecting not just brand awareness but genuine improvement in patient experience and engagement.
🏆
Award-Winning Campaign
Recognized for creative excellence and results-driven strategy — one of the few healthcare marketing awards that evaluated both creative quality and measurable outcomes together.
Campaign Lens
Key decisions & tradeoffs
The strategic choices that defined how this campaign was designed — and what each one required giving up.
| Decision | Rationale | Tradeoff |
|---|---|---|
| Seasonal rotation over always-on | Running the same orthopedic message year-round produces diminishing relevance. A fall sports injury message to a 65-year-old retiree misses. A joint replacement message to a teenage athlete misses. Rotating specialty focus by season made every dollar land against a patient who actually had that need right now. | Higher production overhead — four distinct seasonal phases meant four sets of creative briefs, assets, and approvals. The operational complexity was real, but the relevance improvement justified it. |
| Single brand platform across all phases | “Make Your Move With Confidence” was designed to work for a 22-year-old athlete and a 65-year-old joint replacement candidate simultaneously. Rather than creating four separate campaign identities, a single platform let specialty-specific executions ladder up to a coherent brand impression that compounded across the year. | Brand coherence compounds — by year-end, repeated exposure to one brand system across different patient contexts built a level of recognition that four disconnected campaigns never could have. |
| Clinical approval built into the process | Healthcare marketing requires clinical sign-off on all claims. Rather than treating this as an obstacle that slowed the campaign, the approval workflow was built into the production calendar from day one — with review windows sized to the complexity of each phase. | Zero compliance incidents — proactively embedding clinical review eliminated the last-minute scrambles and revisions that derail most healthcare campaigns at the execution stage. |
| Clinic volume as the success metric | Impressions and reach were measured but never treated as the definition of success. Every campaign investment was evaluated against its potential to drive actual appointment volume. This forced tighter channel selection and creative decisions anchored in patient behavior, not brand ego. | Harder to attribute directly — connecting campaign spend to clinic appointments is inherently messier than measuring digital CTR. Some of the 12% volume growth was attributable; some was broader market factors. Being honest about that was part of the job. |
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