What started as a branding challenge evolved into a full-blown integrated advertising campaign featuring photography, print and digital ads, billboards, video, TV and radio.
St. Luke’s University Health Network tapped us to raise the profile of the eastern Pennsylvania health care powerhouse’s orthopedic offerings in a competitive market — everything from joint replacement and physical therapy to rheumatology and sports performance.
Our solution? A campaign featuring the tagline, “Extraordinary Care in Motion,” and anchored by the words of Dr. William G. De Long, chairman of orthopedic surgery and sports medicine in a series of videos, including this overarching St. Luke’s Orthopedic Care brand video:
Dr. De Long’s full-length video was split into 30-second television commercials.
Additionally, the “Extraordinary Care in Motion” campaign profiled more than 15 orthopedic doctors specializing in everything from joint reconstruction to family sports medicine to orthopedic trauma. The campaign highlights St. Luke’s “cut-last” surgical approach, convenience and accessibility.
Efforts launched in February 2017 with digital and social media advertising. In March and April, print ads, videos, billboards, and radio and television commercials followed, engaging with health care consumers across the Lehigh Valley, Poconos and parts of western New Jersey.
Sr. Art Director Annemarie Dodenhoff led the campaign’s creative concepts and development. Photo and video shoots were held at St. Luke’s state-of-the-art Anderson Campus in Easton, Pa., with the help of John Sterling Ruth Studio.
It was an absolute blast working with the St. Luke’s team on this campaign.
