Following a successful run of high-visibility campaigns tied to NFL season media buys, OrthoColorado Hospital faced a notable gap in awareness. Their media activity, previously centered around their partnership with Emmanuel Sanders and seasonal NFL broadcasts, went dark during the off-season. To maintain brand visibility and build a lasting identity, we developed a new, ownable campaign that shifted the spotlight to what made OrthoColorado truly unique: its patients and their families.

In our discovery phase, we found something extraordinary—several instances where patients, after experiencing successful outcomes at OrthoColorado, referred a twin sibling for the same procedure. This led to a fresh, relatable campaign concept grounded in real family stories.

We developed the “Family” campaign to drive both patient acquisition and long-term brand awareness. Centered around the line, “Let our family take care of your family,” the campaign emphasized the trust and connection that sets OrthoColorado apart from other facilities in the competitive healthcare landscape.

The campaign featured short-form videos showcasing true patient journeys, which were embedded directly on the OrthoColorado website to support conversion and exploration. Distribution was expanded through social media, email, and digital advertising. Shot against the iconic backdrop of Colorado’s Red Rocks Park & Amphitheatre, the content positioned OrthoColorado as both local and exceptional—a state-of-the-art hospital right in your backyard. It was designed as an evergreen platform that could grow year after year, continuously refreshed with new patient stories.

To reach a broad audience and support both awareness and engagement, we implemented a full-funnel media mix combining traditional and digital tactics. Strategic out-of-home placements were installed along major roadways near the hospital, while digital tactics included paid display, social media advertising, and targeted email campaigns.

I developed the overall concept and campaign architecture, led the media planning, and created the full campaign budget. I presented the strategy to OrthoColorado’s executive leadership, directed the video and audio production, managed vendor relationships, and handled all aspects of media buying and project financials—ensuring consistent execution across every touchpoint.

This was OrthoColorado’s first campaign to feature real patients, and it resonated deeply with both internal teams and the broader community. Staff felt energized by the authenticity of the storytelling, while the featured patients became brand ambassadors—proudly sharing their experiences online and within their personal networks.

The campaign also directly contributed to a 6% year-over-year increase in brand awareness, as measured through post-campaign tracking—an important milestone in strengthening OrthoColorado’s reputation as Colorado’s only orthopedic specialty hospital.

More than just a media solution, Family became a foundational brand platform and a stepping stone to a distinctive voice and narrative that only OrthoColorado could own. It continues to influence the hospital’s brand identity and storytelling to this day.

The Family campaign was built around real patient testimonials and was supported through website video, digital advertising, email, and print. A small selection of visuals is included here to reflect the overall campaign direction. If you’d like to see more creative work or discuss the strategic foundation of this evergreen initiative, feel free to get in touch. Budget and planning materials are confidential but available upon request.

Some creative assets featured here were originally designed for smaller screen formats (e.g., email, mobile, or social media). As a result, certain images may appear less sharp when viewed in a larger or fullscreen layout.