Vail-Summit Orthopaedics & Neurosurgery was facing a major relevancy issue. Despite being the first orthopaedic clinic in the region, VSON was struggling to differentiate itself from The Steadman Clinic and Panorama Orthopedics — our main competitors. 

 

Armed with a large marketing budget and an in-house production team, The Steadman Clinic and Panorama Orthopedics were consistently producing sleek video campaigns that communicated their products and services. Meanwhile, VSON was still airing commercials produced in the early 2000s.

 

Knowing the battle for customer attention is fierce and well aware of our budget handicaps, I decided rather than try to outmarket our competitors, I would out argue them with engaging and compelling storytelling that communicated the value we deliver to patients. 

 

Rather than focus on what makes VSON special, I wanted our campaign to center on how our organization provides solutions to our customers’ pain points. This would allow us, with our smaller budget and limited resources to:

 

• Give people a reason to pay attention

• Create a common bond 

• Establish trust

• Market more effectively

 

The campaign centered around two :30 spots. One focused on our mission of providing our mountain community with the best possible care while the other featured a patient testimonial, emphasizing how VSON is dedicated to getting our patients back to the activities they love.