St. Vincent Charity’s orthopedic department has talented physicians, and a track record of extremely satisfied patients. But in the shadow of nearby Cleveland Clinic, few people knew.
We had to differentiate the orthopedic department from competitors and engage consumers—all on a limited media budget.
Let the patients tell the brand story. Using YouTube pre-roll and website takeovers, our campaign featured compelling patients and their life-changing outcomes. From the tough cop, fighting to get back on the streets to the teacher who dressed up to captivate students, our characters were interesting enough to peak interest.
Once engaged, users were directed to landing pages with additional patient stories, physician bios and information about specific orthopedic conditions. Users could opt-in for even more information, including educational videos and downloadable content.
The entire campaign engaged users at every step of the patient journey—from prospect all the way through to patient.
Our message broke through the clutter.
The campaign exceeded industry standards for conversion rates in each key measurable, from click-thru rates to Facebook page engagements. Over ten percent of prospects spent more than five minutes on the site and viewed at least four pages. With a limited budget, and great storytelling, we showed that sometimes the best way for a brand to engage an audience, is to let someone else do the talking.
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