Our Work | Exeter Hospital

We harnessed the power and energy of movement for the opening of a new idea in orthopedics, sports medicine and multi-specialty care in New Hampshire.



"What Moves You"

Situation

The opening of the new Center for Orthopedics & Movement provided a unique opportunity for Exeter Hospital and Core Physicians to communicate its unique approach to progressive healthcare to its internal audiences, key influencers and the broader community.

The Center brought together, under a single roof in one facility, multiple specialties that previously had been separate — Orthopedics, Sports Medicine, Rheumatology, Physiatry, Rehabilitation Services, Aquatic Rehabilitation, Neurosurgery, Neurology, Acupuncture, Massage Therapy and Podiatry. The Center promised improved collaboration among caregivers, better communication between caregivers and patients and more convenience for patients.

The goal was to make the Center for Orthopedics & Movement the premier destination for orthopedic and specialty care — a place where Exeter Hospital and Core Physicians doctors worked as a team to take care of patients, keep totally informed and treat them like a VIP.

Solution

Movement surfaced as a key component in our research. People associated the specialties at the Center with keeping people active or helping them live an active life.

However, we knew the focus should not be focused solely on typical active/sports-related lifestyles. People defined movement in very personal ways — it should include active sports such as running, cycling and hiking, but it also should include staying active with children and grandchildren and being mobile enough to garden or travel.

The campaign featured big, bold photos and graphics that showed the individuality of movement and reinforced the three main pillars of the Center — collaboration, communication and convenience.

Results

Our What Moves You Center for Orthopedics & Movement campaign was highly distinctive and differentiating, generating significant buzz throughout the greater Exeter community.

  • 22% increase in joint replacements
  • 15% increase in rehab volume
  • People are sharing their own “what moves you” moments and photos on the WhatMovesYouNH.org microsite.



People define movement in very personal ways.

The Campaign

TVPrintOutdoorRadioOnlineDirectDesign