Virtua is a New Jersey health system that was well known for both its personalized care and it’s revolutionary joint replacement work. As they debuted a new family of women-focused services, Virtua for Women, they discovered they weren’t near top-of-mind in an already crowded category. To resonate with women, we needed to genuinely hear and understand women. Our solution was “Let’s talk.”—more than a campaign, it was a holistic philosophy directed at starting conversations with women about their health. Print, digital and dozens of hard-hitting television spots brought the idea to life, and the results were immediate. Besides positive responses from women all over the region, Virtua for Women saw their call conversion rate spike by 80% in just two weeks.