Challenge: To elevate the perception of orthopedics at Franciscan by featuring doctors who are using the latest techniques.

Solution: Position the health system as the market leader utilizing the latest advancements in orthopedics and drive prospective patients to physician-led seminars.

Outcome: Seminar attendance goals were exceeded by 15 percent, the TV spot earned a platinum AVA award, and the direct mail a bronze Service Industry Advertising Award.