In 2014, Virtua, a nonprofit doing invaluable work pioneering in the world of minimally invasive knee replacement, looked to spread the word about their breakthrough surgical technique. They had a problem, though, in the form of their largest regional competitor: The Rothman Institute which had them beat in size, resources and advertising spending.
We were on the case, gathering insights about the industry, and what we uncovered surprised us. It wasn’t something the big guys had that Virtua didn’t. It was something Virtua held on to that its competition never had. “It’s what we don’t cut that counts” not only launched Virtua’s new procedure, but spoke to something much more potent—Virtua provided innovative and accessible healthcare without sacrificing a dedication to doing things right. It was a fully integrated campaign that included TV, radio, outdoor, print and digital support, and the results spoke for themselves.
One month after the campaign launch, Virtua had received more than 500 new inquiries about the minimally invasive procedure—a spike that resulted in six straight months of continuously booked appointments. This impressive response was followed by a 457% increase in web traffic and a 580% increase in call frequency.