“Vamos,” a campaign from Orlando Health Jewett Orthopedic Institute, put local heroes in the spotlight to help position itself as a top-tier provider.
Special Report: Healthcare Marketing Impact Awards
Orlando Health Jewett Orthopedic Institute used local heroes to draw attention to its services
Orlando Health Jewett Orthopedic Institute wins Film/TV/Video Campaign of the Year, bronze, providers/insurers, Healthcare Marketing Impact Awards 2024
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Orlando Pride star Kerry Abello dribbles around doctors, patients and custodians throughout the facility while a narrator points out various amenities.
Credit:
Orlando Health Jewitt Orthopedic Institute
The Orlando, Florida-based orthopedic hospital, which opened in August 2023, launched its campaign looking to increase awareness about the new hospital, its services and its availability to the local community as well as to top-caliber athletes. The campaign ran from September 2023 to August 2024.
In collaboration with the advertising agency Lewis Communications, Orlando Health leaned on its existing connections with the Orlando Pride, the local women’s professional soccer team, to create a virtual tour of the facility.
Its campaign featured a circuitous game of keep-away, with Orlando Pride star Kerry Abello dribbling around doctors, patients and custodians throughout the facility while a narrator points out various amenities.
The campaign ran in several media formats, including a full-length web video, a minute-long cut and two 30-second TV cuts, as well as 10- and 15-second digital ads.
Over the one-year duration of the campaign, Orlando Health reported an increase in several routine procedures: The number of knee replacements rose by about 35%, hip replacements climbed by about 24% and the number of shoulder replacements increased by approximately 14% year over year.
