Goodman Campbell
How We Used Healthcare Branding to Redefine a Leading Neurosurgery Practice
Establish Goodman Campbell Brain and Spine as Indiana’s leading independent neurosurgery practice.
We created a multi-channel campaign including broadcast, digital, and social media to solve Goodman Campbell Brain and Spine’s healthcare branding challenges.
After separating from IU Health in 2019, Goodman Campbell needed to reestablish their brand as an independent group of elite neurosurgeons and allied health professionals. So we helped them create a brand awareness campaign that shifted virtually the entire focus to those who matter most: patients.
The campaign revolved around the idea that everything you think of as you—every thought, feeling, movement, and memory—is connected to your brain and spine. It is the “you inside you.” And Goodman Campbell’s work is all about healing and protecting that very essence of you. This led to a new tagline to help unify the campaign: We are brain and spine.
We created four patient story videos—each focused less on the condition that led them to Goodman Campbell, and more on a unique aspect of their lives that helps define them. This helped create a powerful personal connection—one that ties back to the emotional connection created between a physician and patient.
In addition to video, we created a wide-reaching digital campaign that included social media channels like Facebook, YouTube, and LinkedIn, with digital ads that also ran on Google Display and Spotify. When it was all said and done, the videos received more than four million views and we helped make over 17 million impressions.
Our four videos (combined) were seen on Youtube more than four million times.
The campaign was cost-effective, getting views 40% less expensively than the industry average.
We attracted almost 50 thousand visitors to the website, and received 132 contact form submissions.
