Spine Health Campaign
Insights
Expertise and treatments for back pain have progressed dramatically in recent years — offering relief to people suffering from all sorts of issues, often with far less pain and recovery time than expected. However, many people putting up with everyday back problems aren’t aware of the solutions available to them — or just put up with the pain assuming it wasn’t worth the hassles of back surgery.
A lighthearted television commercial featured a day in the life of an average person living with back pain. Click to see the case study video.
Idea
We avoided the usual spine care tropes of showing people returning to intense athletic pursuits — as well as scenes of high-tech surgical suites. Instead, we spoke to ordinary back pain sufferers by featuring everyday actions that make life needlessly painful, from putting on socks to climbing into a car. The message: If you want to stop living with pain, we’ve got your back.
Quick headlines on billboards called out “pain points” for back pain sufferers. Click image to see more.
Digital advertising captured attention with animated “pain points” for back pain sufferers. Click image to see more.
A social media campaign related to the everyday back pain so many people endure. Click image to see more.
Impact
The campaign has driven a double-digit increase in patient leads — and an increased awareness of this system’s JCAHO-accredited spine centers. In just a month, 477 people who saw the campaign either registered for community education classes, made a phone call, or completed a web form to learn more.
