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Orthopedic service line campaign receives top awards

Campaign introducing Riverside Healthcare’s new orthopedic service line expansion receives recognition from top healthcare marketing organizations.

Within the first six months of 2020, Core Health received two major awards for its “Choose” awareness campaign, introducing a new orthopedic service line at Riverside Healthcare. Distinctions include a gold award for print advertising from the Service Industry Advertising Awards (SIAA) as well as a silver ASTER award for magazine advertising.

Launched in 2019, the “Choose” campaign built awareness among residents in Kankakee, Ill. of a new, local option for orthopedic care services. Facing stiff competition from larger markets – namely those in Chicago – Core Health was approached to develop a memorable campaign that could draw attention to services that were not only closer, but more comprehensive than the competition. In addition to its awards recognition, the campaign directly resulted in thousands of page views, hundreds of calls for orthopedic care and expanded patient volumes within the first year.

The ‘Choose’ campaign is everything a healthcare advertising campaign ought to be. Simple, relevant and above all, memorable. It gets to the point in a way that resonates with a wide cross-section of the local audience, making it an effective investment when promoting new services.

Beth Crivello-Wagner – Vice President of Brand Services at Core Health

The campaign itself centers around the five new orthopedic surgeons Riverside Healthcare hired to expand its care offerings. Executions paired optimistic imagery of the new providers with representatives of different audience segments – from student and adult athletes to laborers and older adults in the area – to illustrate the care provided and the impact it would have on their daily lives. In the campaign, headlines serve a dual purpose as a direct call-to-action while speaking to the benefits of choosing a comprehensive system over a specialty practice. 

Since its initial launch, Core has continued its collaboration with Riverside Healthcare to extend the campaign and add new media channels to the mix, including TV, email and direct mail advertisements, updated print executions and a strategic SEM campaign which is continually monitored and optimized to deliver cost-efficient results. 

Core Health is Core Creative’s specialized healthcare marketing practice that connects its clients with solutions that help their audiences live fuller, healthier, more purposeful lives. To receive valuable insights that help healthcare marketers stay on top of consumer research, subscribe to the Core Health email list. To learn more about Core Health’s services and processes, explore Core Health solutions or contact us for a conversation about how we can help solve your own internal or external marketing challenges.


Colin Deval is the Director of Communications Strategy at Core Health, Core Creative’s specialized healthcare marketing practice.

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