Orthopedic campaign positions health system as specialty leader.

To maintain its position as the “go-to” center for orthopedics in the central New York region, Bassett Healthcare Network promoted the breadth of its bone & joint services with an integrated marketing campaign by Media Logic.

Using the theme “Don’t Spend Summer On The Sidelines,” the effort was designed to convince consumers to address their chronic pain issues, emphasizing the ability to regain freedom and mobility. The campaign targeted both “weekend warriors,” active individuals who may be susceptible to sports and work injuries, as well as the “baby boomer” audience who may need joint replacement or other treatments.  The marketing effort featured print, outdoor, direct mail and radio that directed consumers to register for a series of educational seminars.