VF Shapes New Series Of Stories For Montana Orhopedics
We first teamed up with Montana Orthopedics to help the multi-surgeon practice align its physicians names with its clinic name.
Our simple goal was to introduce the surgeons to the public as people first, physicians second. We used high-impact portraiture and copy that presented the doctors as cyclists, sculptors and parents. The project successfully drove home the idea that the surgeons were typical humans whose doctor roles were just part of their characters.
Next, it was time to shed light on the doctors worth to the region. We concentrated on further personalizing the brand and taking steps toward transparency in the healthcare field. We worked closely not only with the doctors, but with patients to identify specific cases of solution-oriented outcomes.
Ultimately, the legwork produced eight stories aligning the physicians with patients whose joint problems, congenital issues and athletic injuries had severely limited the quality of their lives.
As with the first project, the focus again remained personal. We honed in on the doctors willingness to listen, comprehension of patient concerns and ability to explain procedures in nonscientific terms. We asked patients to articulate their injuries, anxieties and surgical outcomes.
The resulting film, photo and written pieces produced an integrated campaign that spans TV, print and digital formats.See The Work Launch Website