A specialized hospital requires a specialized brand position

The Midwest Orthopedic Specialty Hospital (MOSH) was launched in 2010 in a market saturated with orthopedic providers. To their credit, physicians and specialties are notable, and many doctors have been rated “Top Docs” consistently every year since the hospital’s opening. However, the challenge was to introduce and position this new orthopedic specialty hospital in a relevant and believable way through an appointment-driving, multi-channel marketing campaign.

A Pledge to Patient-Centered Care.

Jigsaw began by conducting primary market research in search of the insights that would drive the brand positioning strategy and creative execution. At the heart of the results, a theme emerged: people want more from their healthcare than a “transaction.” We all want our healthcare delivered with respect—not only as “consumers” or “patients”, but also through honoring their human dignity. Understanding the needs of consumers, and leveraging the physician-led organizational structure, the MOSH brand positioning was born on the foundation of “patient-centered care.” One of the pillars of their existence, both in operations and in marketing, was the creation of a Pledge of Service that every physician and associate must sign and live up to every day.

A Multi-Channel Campaign with a Singular Powerful Focus.

To ensure a fully integrated brand experience, the tenets behind that pledge became the foundation of every touchpoint across all communications within the MOSH campaign, including the website, video content, digital and social media, OTT, streaming radio, and OOH.

Strategic Purpose-Driven Brand Marketing Drives Acquisition Leading to Business Results

The positioning strategy was only the start. Jigsaw continues to manage the MOSH brand across all channels, including content development—which indexes nationally in search results, organic search/SEO, and paid search/SEM—that contributes 80% of the monthly average of online appointment requests, online display, experiential partnerships, and traditional media. Over the years of our engagement, the Midwest Orthopedic Specialty Hospital brand has grown significantly and now includes Ortho Walk-In Clinics, Physical Therapy and Hand Therapy Clinics, and facility naming rights, along with additional innovative services.