Sylvester Hicks Story

The brief: Create a series of patient videos to create awareness of the benefits of joint replacement therapy for sufferers of knee and hip problems.

Sylvester Hicks played football his entire life, including four seasons with the Kansas City Chiefs. Years of playing left him with severe knee pain and reduced mobility.

Potential joint replacement patients were exposed to more than two years of patient stories intended to help them realize the benefits of surgical joint replacement

Bob Arnot, MD – “Dr. Danger”

The brief: Create a series of patient videos to create awareness of the benefits of joint replacement therapy for sufferers of knee and hip problems.

Dr. Arnot is a television host and personality (“Dr. Danger”) and former medical correspondent for NBC and CBS television. He tells his unique story about how having a hip replaced freed him from years of pain and reduced mobility.

Potential joint replacement patients were exposed to more than two years of patient stories intended to help them realize the benefits of surgical joint replacement.

Robyn Benincasa Story

The brief: Create a series of patient videos to create awareness of the benefits of joint replacement therapy for sufferers of knee and hip problems.

Robyn Benincasa is a former adventure racer and Eco Challenge winning team member. Her unique sport is contested across some of the most forbidding landscapes on the planet, and a hip injury left her unable to compete. After hip replacement she went on to several victories and continued adventure racing success.

Potential joint replacement patients were exposed to more than two years of patient stories intended to help them realize the benefits of surgical joint replacement.

Mercedes Ellington Story

The brief: Create a series of patient videos to create awareness of the benefits of joint replacement therapy for sufferers of knee and hip problems.

Mercedes Ellington is the grand-daughter of jazz music legend Duke Ellington. She is a former Broadway performer and choreographer. Years of repetitive dance left her with chronic knee pain and reduced mobility. She returned to choreography after her surgery.

Potential joint replacement patients were exposed to more than two years of patient stories intended to help them understand the benefits available from joint replacement

AngioVac Patient Story

The brief: Tell a series of compelling stories introducing a new, less invasive treatment for deep vein thrombosis (DVT) to drive regional patient referrals to qualified centers.

The stories were produced with a purpose: significant editorial placement in the targeted region; working region by region to increase patient access to the medical breakthrough.

The patient story series was preceded by more than a year of product launch activity that included crafting a complete brand identity and market position. This regional campaign drove referrals to qualified practices in the targeted broadcast area.

Baby William Story

The brief: Profile a customer success story in one of the company’s strongest vertical segments; generate local press coverage with a marketing campaign and use the results as a case study.
Several versions of the project were edited for a variety of audiences and distribution channels: a long-form version featured hospital administrators and company spokespersons; thirty-second and one-minute versions were created for social media use.
At the company’s annual industry forum the program was profiled for dozens of customers. Local press drove reputational awareness of the hospital system and the obstetrics service line.

Katie Klaus Story

The brief: Tell Katie’s story from her rise to Broadway stardom to her diagnosis of a rare genetic disorder, and her successful return to the stage after a new and novel treatment makes it possible. Through Katie’s story give hope to thousands of patients with the same rare condition.

Video is essential in a peer to peer campaign – it engages the audience directly, offering them a compelling connection to the subject, issue or brand.

Katie’s story headlined a campaign that included included B2C and B2B components. She performed at the annual conference of the Society of Interventional Radiology and the gala celebration, and her story was the talk of the conference that year. The program resulted in increased clinical awareness in the radiology specialty and national publicity for patients; a ‘find a physician’ online locator helped patients find physicians offering the new treatment.

World’s First Telesurgery

The brief: Lead marketing and PR for the world’s first telesurgery as surgeons in NYC remove the gall bladder of a patient in an operating room in Strasbourg, France.

The project spanned more than a year and had a host of partners and vendors who were all eager to be recognized for the achievement; France Telecom, AT&T, several academic institutions and even DARPA all played a role. Managing partner expectations became as challenging as creating the PR campaign.

Months of negotiations resulted in embargoed news exclusives for several partners: NBC Nightly News, Dateline, The Today Show, Time magazine, USA Today, and others. The surgery was performed successfully on Sept. 7, 2001, and all press events were to be preceded by a live global press conference scheduled for the morning of September 13 originating from the Sheraton New York Times Square hotel.