In a crowded healthcare marketplace, our challenge was to make Twin Cities Orthopedics (TCO) the first name Millennial moms think of for orthopedic care for their children and loved ones. We succeed in breaking through the noise by creating an unignorable, digital-first integrated campaign with a powerful hook: ”Ready. Set. TCO.”
The Twin Cities is saturated with orthopedic clinics clamoring for attention. And it’s easy to see why. In healthcare, once a patient schedules their first visit, switching is so rare, the battle is already lost. If you’re not the first name that comes to Mom’s mind when a kid sprains their ankle at soccer practice, you’ve probably lost them for good. Our opportunity and our campaign mantra? Pop, don’t blend. Be an unforgettable bright spot in a sea of healthcare blue and gray. And reap the benefits of first contact.
STRATEGY
In a saturated healthcare market, we broke through with an integrated strategy that tapped into the mind of our audience and delivered a clear promise for TCO.
TRUTH WORKSHOP
Our Truth Workshop provided a collaborative approach that ensured alignment of key stakeholders to key audience, brand and category insights.
AUDIENCE PROFILE
To add additional depth to the insights from the Truth Workshop, our team built out audience profiles highlighting demographics, attitudes and behaviors of our Millennial Moms.
INTEGRATED BREIF
The resulting integrated brief created a clear path forward inspiring the development of media + creative work that reached moms with the right message in the right place.
The resulting integrated brief created a clear path forward inspiring the development of media + creative work that reached moms with the right message in the right place.
Bold creative amplified the effectiveness of media by creating a memorable brand hook: “Ready. Set. TCO.” Our omni-channel approach focused on digital tactics to efficiently create impact and sear the TCO brand into the minds of our audience with bold color and aspirational imagery that focused on the patient's goal with their rehabilitation.Â
Always-on omni-channel media amplified by unignorable creative successfully reached Millennial Moms and drove clinic visits.Â
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