The judges have spoken, and they have good news! The Indianapolis chapter of the American Advertising Federation (AAF) honored Orthoindy with the prestigious Judge’s Choice award for its back and neck pain commercial and internet promos. This video series was part of the award-winning marketing campaign that we helped them develop to promote spine surgery services.

The American Advertising Awards, or ADDYS, recognize and reward the creative spirit of excellence in the art of advertising.

This article takes a closer look at the strategies and tactics that helped OrthoIndy attract new patients and increase conversions. We’ll delve into the creative process behind the commercial that took home the ADDY for “excellence in the art of advertising” and share insights for creating a marketing campaign that gets results in a competitive landscape.

OrthoIndy’s spine surgery commercial

How do you stand out in a crowded market?

OrthoIndy offers a range of services, including top-of-the-line, innovative spine care. Despite being widely regarded as the go-to destination for joint pain and sports injuries, many people in and around Indianapolis were unaware of OrthoIndy’s expertise in back care.

Adding to the challenge was the proliferation of competitors in the area, including practices that specifically touted their spine-related services.

To overcome these obstacles and boost brand recognition, OrthoIndy came to TBH Creative. They wanted to build an integrated, award-winning marketing campaign. Their goal was to reach potential patients (who might reluctant to see a surgeon) and let them know about their neck and back surgery services.

But success wasn’t simply defined as brand development for this service line.

OrthoIndy’s team also had the specific goal of using marketing to increase the number of spine surgeries by 50%.

Here’s how we helped them.

The anatomy of an award-winning marketing campaign

TBH Creative conducted extensive research on the competition, engaging with patients and providers alike to identify gaps in the market and opportunities for differentiation.

It was crucial to develop a theme that would truly stand out from the doctor-centric visuals and messages employed by other practices. Instead of saying that OrthoIndy is patient-centered, we wanted to show them.

Thus, our content team landed on the tagline: “This is your way back.”

Setting the creative direction

Our persona research revealed that folks who are hurting because of spine issues will try almost anything to avoid having a procedure.

That’s because living with chronic back pain is overwhelming, and making the difficult decision to have surgery can be scary. That’s why, for this campaign to be successful, we knew its messaging had to meet potential patients where they are.

Rather than using a generic aspirational tone (or too much medical jargon), every campaign asset was refined to ensure it would connect with patients on a more personal level and establish a rapport.

In OrthoIndy’s award-winning marketing campaign’s healthcare video series specifically, we decided to take a light-hearted approach to grab the audience’s attention. The internet commercials tell a story, poking fun at some of the outrageous stuff people will try to alleviate their back pain.

Capturing bottom-funnel leads

In addition to fleshing out the campaign theme, TBH Creative also designed a variety of supportive initiatives including paid advertising, inbound marketing, radio ads, print collateral, and more.

By including a range of touchpoints as part of this award-winning marketing campaign, OrthoIndy could cater to those patients who needed more nurturing before booking appointments.

5 tips for developing a successful marketing campaign

Are you eager to create a successful marketing campaign that resonates with your audience and drives measurable results? As a seasoned healthcare marketing agency with a track record of success, we’ve had the privilege of collaborating with healthcare organizations across the United States to develop award-winning marketing campaigns.

Over the years, we’ve honed our craft and gained invaluable insights into what works (and what doesn’t) when it comes to boosting patient conversions.

Leveraging this rich experience working with a range of healthcare clients since 2004, our team distilled the following five key strategies for developing winning marketing campaigns.


Understand your target audience

Getting to know your audience is key to creating an award-winning marketing campaign that resonates with the people you want to reach.

Whenever possible, start off any new project by conducting persona research. This will give you critical insights into your audience, including:

  • basic demographics
  • common pain points
  • preferred communication channels
  • and more!

By arming yourself with this knowledge, you can create more on-point messaging and visuals that truly sync up with how your audience thinks and feels.

In fact, according to HubSpot, companies that conduct persona research are twice as likely to exceed their marketing goals than those that don’t. This just goes to show how important it is to take the time to understand your audience and tailor your approach to their unique needs.


Crafting a resonant message

What you say (and how you say it) matters. Your marketing message may be the very first point of contact your audience has with your company or healthcare organization.

To develop sticky messaging, put yourself in your audience’s shoes. Consider their specific wants and needs, and think about how you can speak to them.

Also, avoid technical or generic language. Instead, use everyday words that will make them feel like they’re having a conversation with a trusted friend.

For instance, as mentioned earlier about our experience working with OrthoIndy on their spine campaign, we discovered that many of their patients with back pain are often hesitant to consider surgery and instead try alternative treatments.

By addressing these valid concerns upfront and offering a solution in a way that was approachable and effective, we helped OrthoIndy develop stronger campaign messaging.


Taking a creative approach

Your tactics play a critical role in building a winning marketing campaign.

From eye-catching visuals to engaging videos, there are many ways to grab your audience’s attention and get your message across.

For OrthoIndy’s award-winning marketing campaign for spine surgery, we led the creation of 30-second spot and several short commercials for social media. All took a fresh approach to promoting OrthoIndy’s cutting-edge solutions for back pain.

By using an approachable tone and playful visuals, we created a video that told a story and helped OrthoIndy build its brand recognition as the best place to go for neck and back pain relief.

So, when considering tactics for your campaign, think outside the box. When you look for creative ways to tell your brand’s story based on your customers’ needs, you’ll always be rewarded.


Integrating multiple touchpoints

Creating a range of touchpoints is a smart way to cater to customers at different stages of the funnel. Providing personalized content that speaks to your audience is a great way to build trust during the buyer journey.

When working on OrthoIndy’s award-winning marketing campaign, we developed a variety of touchpoints to engage with potential patients at different stages of their decision-making process.

From educational blog posts to targeted paid advertising, we made sure that OrthoIndy was giving people in this target audience valuable content that would help guide patients through the funnel and ultimately drive conversions.


Measuring success (and spotting failures before they become problems)

Reporting is the secret sauce for all successful campaigns. Keeping track of your progress (and setbacks) is a must-have for data-driven decision-making that will help you achieve your marketing goals.

When working on OrthoIndy’s award-winning marketing campaign, we used a variety of tools to track our progress and refine our approach as needed, including analytics from Hubspot and Google.

This data on our target audience’s behavior provided insights that made it easier to optimize the campaign for success when we hit snags.

Partner with TBH Creative to create an award-winning marketing campaign

Are you ready to take your marketing to the next level?

TBH Creative can help you create a standout campaign that captures the attention of your target audience and achieves measurable results. Let’s talk.