The Joint Replacement Center at Park Ridge Hospital

Situation
Unity Health System operates a wide variety of health care facilities including senior living facilities, an urgent care clinic, a birthing center, and the Joint Replacement Center. Located at Unity's Park Ridge campus, the Joint Replacement Center specializes in hip, shoulder, and knee replacement surgery along with appropriate physical therapy and follow-up care.

Challenge
The Center operates in competition with a similar facility at Strong Hospital, run in turn by far the dominant health care organization in the Rochester market. The Joint Replacement Center sought to increase consumer awareness of the Center, particularly on Rochester's east side, and of the fact that the most joint replacement procedures in the area were performed there in recent years.

Solution
K2 developed an advertising campaign consisting of a mix of print and outdoor executions, including ads in the Democrat & Chronicle, Wolf community newspapers such as the Brighton-Pittsford Post, and billboards on Interstates 390 and 490. K2 also created a brochure for distribution through physicians' offices and other places potential patients might gather.

Results
In 2003, joint replacement procedures at the Center increased by more than 30%.