Healthcare advertising without white lab coats? Yes.

When Geisinger reached out to us last year to help them rethink their marketing, they said they didn’t want to look and sound like other healthcare systems. They didn’t want to see doctors in white lab coats. They didn’t want patients shaking hands with caregivers. They didn’t want to showcase whiz-bang technology. They wanted to demonstrate humanity, authenticity and inspiration. It made sense. Their 35,000 employees don’t just deliver excellent care. They’re rethinking, innovating and challenging how healthcare is delivered.

Enter the Orthopaedic campaign created by Duft Watterson and Geisinger’s marketing leads, Don Stanziano and Jeff Bean. It celebrates life after healthcare, not the process of going through it. It features photos of real patients doing what they love. The headlines over the photo simply state the date of their treatment followed by the day they got back to their best selves. It’s simple. It’s honest. And it also demonstrates how Geisinger’s 100-year old commitment to its communities hasn’t wavered one bit.

We’re proud to say the new Orthopaedic campaign didn’t just increase patient visits, it earned Platinum at this year’s MarCom Award’s International Competition for Marketing and Communication.

We also created guerilla marketing for Geisinger which earned a Gold award.

Kudos to our team at Duft Watterson. Kudos to Geisinger for having the courage to not be like everyone else.