Orthopedics Program
Pioneering a revolution in total knee replacement surgery.
About the Client
Adventist Health Lodi Memorial is a 190-bed acute care hospital and physician network providing comprehensive care to San Joaquin, Amador and Sacramento county areas in California. Lodi Memorial's Dr. Stephen Howell is a world-renowned orthopedic surgeon and is in the top three percent of total knee replacement surgeons in the nation.

The Challenge

Dr. Howell invented the Kinematically Aligned approach to total knee replacement surgery, which is customized to each patient.
With heavy competition from long-standing competitors in close proximity, Lodi Memorial was looking to capitalize on Dr Howell's brand equity and increase volumes by 19%, while creating a qualified lead pipeline for the kinematically aligned total knee replacement surgery program.

Insight

Kinematic alignment is a revolutionary game changer when it comes to total knee replacement.
Matching the natural alignment of the patient's knee, this new procedure speeds recovery and provides better satisfaction, pain relief, function, and flexion than traditional/mechanically aligned total knee replacement.

The Strategy

We differentiated this new procedure from traditional knee replacement techniques with informative yet friendly copy, while the creative demonstrated the patient benefits in an authentic, storytelling manner.
"What's better than a new knee? Forgetting it's new"  was a key campaign theme as we employed an integrated tradigital approach with both brand awareness and digital tactics leading consumers to take a free online evaluation to see if they're a candidate for Kinematic Alignment. Focused creative efforts with programmatic video, Facebook ads, and SEM resulted in the majority of consumer engagements as we continuously tested various messages and optimized monthly to achieve greater results.

The Results

This campaign has successfully created a steady pipeline of surgery candidates
Generating more than 1,000 leads and over 100 scheduled appointments YTD, positioning Lodi Memorial's Orthopedics program for continued growth.