A specialized hospital requires a specialized brand position

The Midwest Orthopedic Specialty Hospital (MOSH), was launched in 2010 in a market filled with a crowded field of providers. The challenge was to introduce and differentiate this new specialty hospital in a relevant and believable way and an appointment-driving multi-channel marketing campaign.

A pledge to patient-centered care.

Jigsaw conducted market research in search of the insights that would drive the new brand strategy and creation. At the heart of the results, a theme emerged: people want to be treated with respect—not only as “consumers” or “patients”. This means honoring their human dignity in the scope of a topic as sensitive as healthcare. They want providers who listen, explain, and provide a safe and comforting environment. Understanding these needs, the brand strategy work kicked of by creating a pledge of service that every MOSH physician, nurse, and administrator committed to.

A multi-channel campaign with a single powerful focus.

The tenets behind that pledge became the foundation of MOSH communications, including the website, multiple television, radio, outdoor, print, video and online campaigns.

Strategic, Purpose-Driven Brand Marketing Drives Appointments & Procedures

Jigsaw manages MOSH properties across all channels including content development, organic search/SEO, paid search/SEM, online display, and traditional advertising. Over the years, the brand’s authority has grown significantly. Content is now included in search engine results pages on a nation-wide scale, indicating highly successful content creation and optimization for expertise in the category.