USMD Hospital at Arlington Integrated Campaign


USMD Hospital at Arlington is a physician-owned hospital with the most experienced robotic surgery team in Texas. The hospital is now a part of USMD Health System, a physician-led healthcare system that delivers world class and cost-effective diagnostic, therapeutic and hospital-based care to patients nationwide.

The Challenge

As the most experienced robotic surgery team in Texas, USMD Hospital at Arlington wanted to position itself as the robotic surgery hospital and increase the number of robotic surgeries. Our audience was largely unaware of the benefits of robotic surgery, of how it works, and of USMD’s unmatched robotic experience. 



We surveyed robotic surgery patients, and found that, at first, patients were nervous about how the robot worked, but after surgeries at USMD, they raved about how well their procedures went and how easy their recoveries were.


Balcom cast the robot as the hero, so people could see how it really worked. We put the robot in familiar situations with everyday objects to add a touch of humanity (and humor) while driving home the benefits-focused message.


Balcom planned an integrated campaign, with a strong online component on top of the TV, print and outdoor elements, including banner, search and social ads pointing to custom landing pages. We pulled it all together with a memorable “” URL.
Disco Ball

The Results

Within six months of the campaign launch, robotic surgeries were up by 15%

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2013 Healthcare Advertising Awards

  • Gold Award – USMD Hospital “We Do the Robot” – Advertising Campaign With Television

2013 District American Advertising Awards

  • Silver ADDY – Ad Campaign
  • Four Silver ADDYs – TV Campaign

2013 Fort Worth American Advertising Awards

  • Gold ADDY – Local Television Advertising, :30 Spot
  • Silver ADDY – Television Campaign
  • Two Silver ADDYs – Television Advertising, :30 Spots
  • Silver ADDY – Consumer/Trade Publication Ad
  • Bronze ADDY – Consumer Local Integrated Campaign
  • Bronze ADDY – Outdoor Billboard

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