As Southwest Health expanded its orthopedic footprint across Wisconsin, Iowa and Illinois, the opportunity was clear: more patients needed to know expert orthopedic care was closer than they thought.
THE CHALLENGE
Elevating awareness in a competitive orthopedic market
Southwest Health Orthopedic Institute had a powerful differentiator: the tri-state region’s only all-fellowship-trained orthopedic team. But, outside of Platteville, WI, that expertise wasn’t widely known.
Patients in surrounding markets often defaulted to larger health systems, even though Southwest Health offered faster access, specialized care and a deeply personal patient experience. The challenge was to increase awareness, build trust, and drive new patient demand across key growth markets, all while positioning Southwest Health as the go-to destination for orthopedic care.
THE SOLUTION
Built on kindness. Backed by expertise.
Through patient interviews, persona development and market research, it became clear that Southwest Health delivers something rare in healthcare: exceptional orthopedic expertise paired with exceptional human care.
That insight became the foundation for the campaign:
Built on kindness. Backed by expertise.
The creative platform positioned Southwest Health Orthopedic Institute at the intersection of clinical excellence and compassion, highlighting both the skill of its fellowship-trained surgeons and the kindness patients consistently experience throughout their care journey.
A fully integrated marketing campaign was developed, spanning paid search, social, programmatic video, display, print, outdoor and a conversion-focused landing page.
THE RESULTS
From brand strategy to measurable patient engagement
Over five months, the orthopedic campaign delivered strong performance across awareness, engagement and conversion metrics:
- 2.8 million impressions across digital channels
- 23,071 clicks to Southwest Health orthopedic landing pages
- 1.96% average click-through rate across paid media
- 5.95% paid search CTR
- $2.54 average CPC across all channels
- Paid social delivered more than 14,700 clicks while maintaining exceptional cost efficiency
The campaign successfully increased visibility across target markets, drove high-intent orthopedic traffic, and positioned Southwest Health Orthopedic Institute as a trusted regional leader in specialized orthopedic care.
By pairing a human-centered creative platform with a performance-driven media strategy, Southwest Health transformed its greatest differentiator—kindness paired with expertise—into a measurable growth driver.
