Boulder Community Helath
Hips and Knees Campaign
Boulder Community Health needed to increase orthopedic surgeries, specifically hip and knee
joint repairs and replacements. Hyper-localized in Boulder, CO and surrounding cities, the
campaign captures the active, outdoors lifestyle prevalent to its residents in our target age range
of 45 and older.
Since such surgeries are somewhat elective, market research revealed lots of information gathering happens before any contact with a surgeon is made. To assist this process, all traditional and digital components push patients to a stand-alone micro site, bchortho.com to answer commonly asked questions, provide overviews of surgical and nonsurgical options and introduce the team of doctors available.
Focused on portraying hobbies or leisure activities inhibited by bad joints, the campaign’s overall message is “What are you waiting for?” Mixes of out-of-home and digital placements allow greater penetration in the local market.