The Challenge
Bellin Health’s robotic surgery program in Green Bay was facing fierce competition from nearby hospitals. While Bellin’s surgical outcomes were exceptional, the competition used the same da Vinci Surgical System, making it difficult to stand out.
The hospital needed a way to differentiate itself and highlight what truly set it apart. They turned to Brian Pia for an innovative marketing solution.
The Work
Brian’s deep dive into the robotic surgery market revealed that Bellin’s superior outcomes were determined by the skillful hands of its surgeons. No matter how intelligent or experienced a surgeon is, the precision and dexterity of their hands are what truly make the difference in achieving exceptional results. The challenge: How do you effectively communicate this to the public?
The solution? Combine the expertise of Bellin’s surgeons with a fun, relatable, and competitive twist. Brian leveraged the local hero status of the Green Bay Packers to create a unique marketing campaign. The result: the “Best Hands in Green Bay” competition, a one-of-a-kind event that pitted Bellin surgeons against Packers receivers.
The competition took place at Lambeau Field, where fans watched the surgeons and Packers stars—Jordy Nelson, Randall Cobb, and James Jones—compete in a series of challenges using the surgical robot. Tasks included a game of “Operation” and lacing football cleats with robotic precision.
Leading up to the event, Brian built excitement through social media, with fans voting on Facebook for their favorite participants. They could win exclusive Packers gear and tickets, amplifying engagement and anticipation for the showdown.
The grand finale featured a dramatic head-to-head challenge between Dr. Yoon Chun, a Bellin surgeon, and Packers star Jordy Nelson. Using the surgical robot, they competed to see who could peel a grape faster.
Of course, Dr. Chun won, showcasing the skill and precision that set Bellin’s robotic surgery program apart. The event was not only entertaining but educational, shedding light on the importance of surgical expertise and cutting-edge technology.
The Results
Brian’s campaign generated remarkable results, delivering both high engagement and significant revenue growth for Bellin Health. The hospital’s robotic surgery program was propelled to the top of the market in Green Bay.
Key metrics included:
By aligning Bellin Health’s expertise with a local cultural touchstone—the Packers—Brian created a campaign that not only elevated the hospital’s brand but also highlighted its competitive edge in the marketplace, driving both patient awareness and program success.