The Story  

MedStar Georgetown University Hospital wanted to position itself as a leader in the treatment of movement disorders, specifically Deep Brain Stimulation (DBS), which allows Parkinson's patients to stop shaking and start living. So, MedStar brought AB&C on board to help communicate the life-changing benefits of DBS surgery for individuals suffering with movement disorders, and to increase the number of neurology appointments and DBS surgeries.

The Strategy  

AB&C's objective was to position MedStar Georgetown University Hospital's movement disorders program as one of the most comprehensive in the area. The campaign targeted men and women, age 50 and older, who had a movement disorder, and who lived or worked in the greater Washington and Baltimore regions. AB&C developed two compelling patient stories to demonstrate the benefits of DBS as a safe and effective treatment for reducing the symptoms of one patient's essential tremor and another patient's Parkinson's disease. Complementing the patient videos was a digital campaign comprised of a pre-roll video, YouTube search and native ads on Yahoo.

The Success  

MedStar Georgetown University Hospital received 92 neurology appointments-a 21 percent increase- following a seven-week media buy. MedStar also tracked $6,613,270 in charges, which were attributed to the campaign nine months after launch.

TV Spot.
TV Spot.
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