problem

OrthoCarolina had a strong reputation, but patients thought they had to be referred by their primary care physician, so they weren’t going directly to OC with their orthopedic needs. The challenge was not awareness alone, it was changing how patients understood their own access to care. And we had to do it with a budget that was a fraction of the massive health care systems.

how we answered

In a category that had trained consumers to ignore it, we used humor to surprise and engage our audience in understanding that OC is the accessible choice.

results

The campaign completely outperformed with a 6.5% YOY increase in patient volume growth, a 9% YOY increase in organic search growth and OC became No. 1 in brand recall among competitors.