Many prospective ortho patients were in pain but putting off joint and spine surgeries as long as possible. KMI’s job: get patients off the dime and boost surgery volumes.
Our creative urged folks to “get out of life’s waiting room” and regain control of their lives. We followed that brand launch with an integrated campaign for spine and joint replacement surgeries. Radio spots drove patients to a phone number and URL. Print ads included a trackable call to action: call for a free brochure or learn more online. Anyone who called for a brochure went into a database for future mailings.
Patients who presented but didn’t follow through were sent a direct mail piece. We also followed up with a testimonial campaign using patient and coach Gerry Faust. It was supported with an integrated media approach that included a life-size cutout of Coach Faust in the local mall; folks could use their smart phones and augmented reality to view a TV spot and get additional info online.
The client accredits $13 million in net revenue to the campaign, which won Best of Show in the 2011 Service Industry Advertising Awards. It was so successful, the client asked us to suspend the campaign because their surgery lead time became unmanageable.
