Building on the success of OrthoColorado’s “Family” campaign, the “Trust” campaign was launched to further elevate brand awareness and drive patient acquisition for Colorado’s only orthopedic specialty hospital. At a time when competitors had begun to mirror OrthoColorado’s patient-focused approach, we sought a creative strategy that would feel fresh, authentic, and distinctive. The solution: a return to the most powerful voice in healthcare marketing—the real patient.

Informed by patient research and OrthoColorado’s brand goals, the “Trust” campaign centered around the message that “you don’t have to live with pain.” While other healthcare organizations had begun following OrthoColorado’s earlier approach of highlighting care teams, we made a strategic decision to shift the focus. Instead of showcasing providers, we told the stories of real patients—people who had trusted OrthoColorado not just once, but often returned for additional procedures and referred family and friends.

By featuring these authentic voices, we created a campaign that audiences could relate to on a personal level—helping prospective patients see themselves in the journey. Each story unfolded against the backdrop of Colorado’s outdoors, showing individuals who had returned to the activities they love—biking, hiking, snowshoeing, and running—after receiving life-changing orthopedic care.

The emotional core of the campaign was grounded in trust. These weren’t actors. These were patients who had firsthand experience with OrthoColorado’s specialty care, and who became powerful advocates for the message that no one needs to live with chronic pain. To support reach and relevance, the campaign was delivered through a robust media mix, combining traditional and digital channels for broad but precise audience delivery.

I developed the campaign concept and led the strategy from ideation to launch. This included creating the integrated media plan, building and managing campaign budgets, and presenting the final creative to executive leadership. I oversaw production across video and audio, managed vendor relationships, and handled all aspects of media buying and campaign financials to ensure smooth and successful deployment.

The “Trust” campaign delivered approximately 10.3 million total impressions and significantly exceeded industry benchmarks across key performance channels. Paid email campaigns achieved a click-through rate (CTR) 2.5 times higher than the healthcare industry average, while paid social media delivered double the standard CTR. On YouTube, the campaign’s video content reached a view-through rate 1.5 times above average, reflecting strong audience engagement and message retention.

Beyond digital performance, the campaign resonated deeply with internal stakeholders. The hospital’s staff were energized by the patient-centered creative, and the featured individuals became enthusiastic brand ambassadors, organically sharing their stories with friends, family, and wider online networks—further amplifying the campaign’s reach and authenticity.

This campaign produced assets across digital, broadcast, streaming, and print media, with a focus on patient storytelling and multi-channel reach. A select portion of the creative work is included here to represent the campaign’s style and narrative approach. If you're interested in seeing more or learning about strategic planning and results, feel free to reach out. Performance and media planning documents are not shared publicly, but can be provided 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.