Creating A Specialized Brand & Driving Staggering Results

Midwest Orthopedic Specialty Hospital (MOSH)

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.

  • Aster Awards
  • The Drum
  • Healthcare Ad Awards
  • eHealthcare Leadership Awards

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.

Our brand is thriving, and the marketing ROI proves that Jigsaw understands how to create a healthcare brand built on purpose that drives success.

Dr. Eric Pifel
Chairman — MOSH Marketing Committee
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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.

The bottom line: when you lead with brand purpose,
amazing results are sure to follow


return on marketing investment in the last year


growth in revenue attributed to marketing