Our Purpose- Branding Campaign

Southern Joint Replacement Institute (SJRI) is a group of joint replacement orthopedic surgeons highly specialized in the treatment of joint pain treatments for the knee, hip, and shoulder. They wanted a campaign to represent something that would help tell their story of specialization, research, technology, patient focus and other unique qualities as represented in their care for patients. They wanted content that showed how their program was set apart from their competitors. Their target market included primary care physicians who could refer their primary (first time joint) and revision (redo) patients. Because they were a small group of seven, they were limited with marketing funds and wanted something that could also blend into the consumer world for branding them as top-notch, patient-focused surgeons. They were tired of seeing worn out, everyday knee and hip ads and wanted something fresh to highlight their overall program. They really hoped to capture that they were different from more generalized orthopedic surgeons by their fellowship-training and hoped to share the purpose behind serving their patients the way that they do. I put together the concept of "Our Purpose" and worked with a professional photographer to capture the classic shots I envisioned. Based on the shots and the desires of the physicians, I developed all content, ran it past legal for approval, and worked with a creative designer to build the sales and marketing collateral. The campaign flyers allowed the sales team to present an aspect of SJRI's business on each call to physicians. I helped broaden the campaign to potential patients by tweaking the messages with more consumer-friendly language for social-media, direct mail, and print ads to targeted consumers. In utilizing the "Our Purpose" branding campaign, the physicians saw significant growth in both surgical and new patient volume. They felt like it helped tell their story with a fresh, professional look. They now want to expand the campaign to happy patient experiences to help continue to grow new patient volume.