CHALLENGE

As the nation’s the 8th busiest trauma center, the Erlanger Health System is very good at treating and healing the worst orthopaedic cases.  Yet the health system lagged way behind competitors in orthopaedic market share and reputation.  

The good news? Erlanger is an academic, teaching hospital, placing it in an elite group of only 6% of U.S. hospitals. Erlanger’s orthopaedic surgeons offered the most advanced procedures with superior outcomes. The market simply didn’t know.

STRATEGY

The Johnson Group set out to tell Erlanger’s impressive and differentiating story. We positioned Erlanger as providing world class care, right here at home. Then, we developed a multimedia campaign with unique concepts and unexpected placements across every media channel.

RESULT

Research shows that consumers now recognize Erlanger as the region’s number one hospital with the best doctors, the best technology and best outcomes across most major service lines, including orthopaedics. Market share for elective orthopaedics also grew dramatically.