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3865 Adler Place | Bethlehem, PA 18017
phone 610.866.0611
email swbr@swbrinc.com

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St. Luke’s

St. Luke’s

The Challenge

An iconic brand with a broad presence in eastern Pennsylvania and western New Jersey, St. Luke’s sought greater brand awareness of its line of orthopedic services: joint reconstruction, physical therapy, sports medicine and more. Standing in the nearly 150-year-old health network’s way? A competitive local market.

St. Luke’s

The Solution

To separate St. Luke’s, we created an integrated ad campaign featuring the tagline, “Extraordinary Care in Motion,” and anchored it by depicting real-life doctors in relaxed, yet professional settings. We also introduced a brand new name for the entire department: St. Luke’s Orthopedic Care.

St. Luke’s

The Approach

Our Three Process Principle

Creative

Creative

  • Identity Design
  • Messaging
  • Photography
  • Video Production

To highlight St. Luke’s Orthopedic Care’s accessibility, collaboration and commitment to high quality care, we shot fresh photos of more than a dozen orthopedic doctors. Through soft lighting and natural postures, we further humanized the people who help others improve their mobility and everyday quality of life.

Strategic

Strategic

  • Market Research
  • Positioning

“Extraordinary Care in Motion” called for an integrated campaign utilizing digital and traditional advertising, and marketing tactics to reach a broad audience: billboards, print ads, paid social, web banners, video, radio and television. More eyeballs for more action.

Analytic

Analytic

  • Lead Generation

All digital tactics drove back to a landing page, where patients could request an appointment or learn more about the Orthopedic Care offerings. Traditional tactics pointed to the department’s page on St. Luke’s main site, where branded video and imagery resides.

St. Luke’s
St. Luke’s

The Results

Year-to-date, new and established orthopedic care patient visits are up. Ortho-specific website visitors and views hit all-time highs; same for social media engagement.