In response to the Centers for Medicare & Medicaid Services (CMS) decision to remove total joint replacement surgeries from the inpatient-only list, OrthoColorado Hospital proactively launched a Same Day Total Joint Program to provide accelerated, safe recovery for qualifying patients. As a recognized leader in orthopedic care, the hospital needed to educate both prospective patients and the broader community about the benefits of this new outpatient approach and its clinical rigor.

This bridge campaign served as a continuation of the “I-Do” platform and helped transition the brand ahead of OrthoColorado’s integration into the CommonSpirit Health system. Campaign goals included increasing awareness of the Same Day Joint Program, driving traffic to the dedicated landing page, and reinforcing OrthoColorado’s leadership in orthopedic innovation.

To communicate the safety, trust, and success of same day joint replacement procedures, we developed a campaign centered on authentic testimonials and surgical leadership. The creative featured real patients and their OrthoColorado surgeons, sharing their perspectives on both clinical outcomes and the emotional confidence behind their same-day recoveries.

To broaden the campaign’s reach, we introduced an out-of-home transit strategy — a new tactic for the hospital. We strategically placed large-format transit ads on three key light rail lines across the Denver metro: one directly serving the hospital, one near two competitor hospitals, and one connecting downtown Denver to the airport. These high-frequency routes positioned OrthoColorado in front of commuters and helped amplify its visibility far beyond the hospital grounds.

Transit executions also became social content. Surgeons featured in the ads gained attention as “local celebrities” in hospital social posts, turning static creative into shareable engagement moments. The integrated campaign spanned video, social, email, print, and digital, with a focus on directing traffic to a Same Day Surgery landing page built to answer FAQs and support conversion.

I collaborated with the client to shape the campaign’s message architecture and overall visual direction. I developed the integrated media plan, aligned budgets with measurable goals, and led the presentation to OrthoColorado’s executive team. I also managed video and audio production, worked directly with vendors for final creative execution, oversaw transit and out-of-home placement, and coordinated all paid social media components. In parallel, I ensured the website landing page and paid email messaging were aligned with the broader campaign experience to support patient education and lead generation.

While results from this initiative were tracked under the larger “I-Do” campaign umbrella, the Same Day Surgery campaign contributed to a measurable increase in landing page traffic and awareness for the program. Hospital stakeholders also reported positive anecdotal feedback, and the campaign helped spark increased patient interest and inquiries. Featured surgeons and patients embraced their roles as informal brand ambassadors, sharing their stories and creative assets through personal and hospital social channels — helping organically amplify the campaign’s reach.

The campaign included broadcast television spots, preroll video for social media, targeted out-of-home placements, and a regional transit campaign across three Denver light rail lines. Paid social content was deployed on Facebook and Instagram, and a paid email campaign was used to deliver targeted messaging to prospective patients. All tactics were connected to a dedicated Same Day Surgery landing page designed for patient education and lead capture. A two-page magazine spread and a refreshed Facebook header further extended the visual footprint across owned and paid media. A curated selection of campaign assets is available for viewing on this page. Due to the sensitive nature of budget and planning documentation, detailed strategy and performance materials are 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.