In Manhattan, The Hospital for Special Surgery is planning to bring a new approach of advertising to the medical field; creating a campaign focused primarily on “the celebration of successful surgical outcomes rather than the awards or rankings that they have received.” The hospital specializes in orthopedics; a field that is rather competitive and takes a lot of marketing effort in order to stand out. Due to the hospitals location, they draw in patients from all over the world, hence their new campaign theme “Where the World Comes to Get Back in the Game”.
In their branding efforts they hope to encourage those who have limited mobility to become a patient. These injuries could be ones caused from playing sports such as Soccer, dirt bike riding, roller derby, or Skiing. They plan to promote their campaign by advertising ads in commercials, online, throughout their webpage, as well displaying large posters in airports. I really like the idea of this campaign; the illustrations they have created are simple but also make a statement and eye catching. The slogan “recovery is the name of the game” is a great message that patients and those who are injured from sports can relate to. They are inspiring their patients through their ads- that with time, surgery, and recovery, they can help you get back on your feet doing what you love!
In a statement from the New York Times:
The approach of this campaign markets to consumers by “selling through telling: stories that consumers will find compelling, engaging or at least interesting enough not to zap a commercial, turn a page or walk past a poster without reading it.”
To read more about this campaign or view more of their ads read this article found on the New York Times: http://www.nytimes.com/2014/02/10/business/ads-declare-recovery-is-the-name-of-the-game.html