Hospital for Special Surgery Challenges You to Reevaluate How You Make Healthcare Decisions

Hospital for Special Surgery (HSS), the world’s leading academic medical centre for musculoskeletal health, and Business Agency GALE have launched a new campaign, The Choice, to encourage consumers to rethink how they evaluate orthopaedic care choices. 

The Choice responds to research that found consumers are more passive about orthopaedic choices than other medical specialties, prioritising logistics over quality of care, and are not fully aware of the superior offering at HSS, ranked number one in the world for orthopaedics. The creative seeks to build awareness of HSS as the leading choice, featuring real HSS patients, caregivers, and facilities to emphasise authenticity and distinction in an extremely competitive healthcare market.

Taking an integrated approach across media and creative, The Choice provokes consumers to think more actively about orthopaedic care, showcasing the ease of the online booking experience while ultimately positioning HSS as the best choice.

The campaign spans television, digital, out-of-home, and print with strategic placements in environments where consumers research healthcare decisions and high-impact activations to increase awareness about location accessibility.

“When it comes to orthopaedic care, where you go for treatment matters. Patients are often programmed to follow a path–visiting their general practitioner or staying within their familiar general healthcare system by default. It is important for consumers to not only understand the value of pursuing specialised care but also the risks assumed in not doing so,” said Janelle Hanley, chief marketing officer at HSS. “‘The Choice’ encourages consumers to consider and act on the critical importance of taking charge of healthcare decisions, irrespective of age, activity level, or severity of condition.” 

‘The Choice’ is currently focused on those living in the NY, NJ, CT tri-state area and South Florida, where there is uneven awareness that the world’s #1 orthopaedic healthcare provider’s 20+ locations are right on their doorstep.