• Penn Medicine

    Penn Medicine hired Cerami Creative to produce radio spots and an online design and video campaign promoting their orthopedics department, headed by renowned orthopedic surgeon David Nazarian, MD. Because former NFL Coach Dick Vermeil was a past patient of Dr. Nazarian’s and was delighted with the results of his surgery, Penn Medicine asked him to be their spokesperson, and he was thrilled to comply. As a former Philadelphia Eagles coach, Dick Vermeil is a beloved figure in the Philadelphia area.

    The campaign strategy was to utilize traditional media (radio) to reach listeners by airing radio spots on the Philadelphia Eagles radio network (pregame, in-game, and postgame). Listeners were encouraged to visit a newly created website that featured videos created by Cerami Creative, with Coach Vermeil and Dr. Nazarian speaking about the surgery and the results.

    The radio spots and the accompanying video were very casual and conversational, without a hard sell. They touched on many of Coach Vermeil’s leadership qualities and experience and his genuine care for each of his players. These qualities are also the foundation of the Penn Orthopaedic surgical team and their philosophy of quality, caring, and experience. The subtext within the campaign communicated that Penn was not a ubiquitous factory of procedures and numerous nameless doctors. When patients choose Penn, they are choosing a historic brand where surgeries are completed by a select group of top-rated surgeons at one of three world-class hospitals within the city, including the oldest hospital in the country, Pennsylvania Hospital (founded by Ben Franklin).

    The campaign produced immediate results, with increased visits and leads to the Penn Orthopaedic website and subsequent inquiries and phone calls to Penn for orthopedic procedures.