USMD Hospital at Arlington Integrated Campaign

Client

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. 

Insight

Insight

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.
Creativity

Creativity

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.
Technology

Technology

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 “WeDoTheRobot.com” URL.
Disco Ball
bikini
balloon

The Results

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

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Awards

2013 Healthcare Advertising Awards:

  • Gold Award in Advertising Campaign with Television

2013 Fort Worth American Advertising Awards:

  • One Gold ADDY for local television advertising, :30 spot
  • One Silver ADDY for a television campaign
  • Two Silver ADDYs for television advertising, :30 spots
  • One Silver ADDY for a consumer/trade publication ad
  • One Bronze ADDY for a consumer local integrated campaign
  • One Bronze ADDY for an outdoor billboard

2013 District American Advertising Awards

  • 1 Silver ADDY for an ad campaign
  • 4 Silver ADDYs for a TV campaign

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