A bounty of brand assets.
Colorado Joint Replacement offered a treasure trove of brand assets to work with—from outcomes and expertise, to reputation and glowing endorsements from patients—we had an incredible foundation to build on yet we needed to know more. Through eye-opening market research and receptive leadership, we had the full bounty to tell a story using differentiated strategy that would stick with patients and referring physicians.
We set our sights on baby boomers and our media team set out to nail down the best ways to reach them. Research indicated this audience responded well to nostalgia, so our digital and TV advertising featured an internationally recognized piece of music from their past: “Climb Ev’ry Mountain” from Rogers & Hammerstein’s “The Sound of Music”. It was the perfect aspirational backing track for joint replacement patients, and one that paid homage to the landscape of home.
Ten Adams’ spot-on art direction with on-location filming in picturesque and highly recognizable destinations throughout the Denver area gave our campaign authenticity across all tactics: video, advertising, web, direct mail and outdoor. A round of in-market performance testing solidified our strategy, and kept the physicians’ investment on our dashboard.