Innovation is bigger than the tools of the trade.

When we embarked on this project, we talked with our clients about doing something that stood out from the other healthcare marketing and advertising in the area. The Midlands had suddenly turned into a sea of outdoor boards laden with white lab coats. And the more we discovered about Palmetto Health-USC Orthopedic Center – where they had been and where they were headed – the more right it felt for this brand campaign to embody something new… something different.

This group of physicians – the largest, most comprehensive group of specialized orthopedic doctors in the area – and their staff members truly live their vision. They pair clinical excellence with compassionate care. But because we wanted this campaign to feel different from others in the marketplace, we focused the approach not solely on the clinical innovations of the practice – but how those innovations are put to use in their patients’ lives.

This campaign focuses on life. And life is about living, about doing the things you love. It’s about treating an orthopedic injury as a blip on the radar screen of life. It’s about knowing who to turn to to make you better. To fix you. To make you new. And the very definition of new is, well, innovation.

The campaign kicked off with television, but features an omni-channel approach that includes online banners, outdoor, print, radio, search, a campaign landing page and social integration with the use of the hashtag #iaminnovation for people wanting to share their comeback stories.