Taking a hospital’s robotic surgery program to No. 1


Bellin Health’s robotic surgery program in Green Bay faced tough competition from nearby hospitals. Bellin’s surgical results were exceptional. They used the da Vinci Surgical System, but so did competing hospitals. The hospital turned to Brian Pia for help.


Brian’s investigation into the robotic surgery market determined Bellin’s strong results were due to the high quality of the robotic surgeons’ hands. No matter how intelligent, focused, adaptable, or analytical a surgeon may be, they would be nothing without their hands. Their motor skills and manual dexterity have to be impeccable, or the results could be catastrophic for the patient. But how do you tell that story?
Not only do Bellin surgeons have great hands, but so do the star receivers of the NFL’s Green Bay Packers, who catch passes and score touchdowns. Brian created the “Best Hands in Green Bay” competition to see who was better.
Six hundred fans visited Lambeau Field to watch the reality show-style competition Brian produced between Bellin surgeons and Green Bay Packers receivers Jordy Nelson, Randall Cobb, and James Jones.
The players and doctors used a surgical robot to play the game “Operation” and tie laces on a pair of football cleats.
Brian’s team ramped up the excitement two months before the competition. Fans voted on Facebook for the players and doctors they thought would win. They received Packers gear and football tickets along the way.
The competition culminated with a head-to-head matchup between Green Bay Packers receiver Jordy Nelson and Bellin surgeon Dr. Yoon Chun to determine who could use the surgical robot to peel a grape in the shortest amount of time. Of course, Dr. Chun won. The competition was entertaining and educational. You can watch the final round here. 


Brian’s program generated a significant revenue increase for Bellin Health with a high ROI. The robotic surgery program became No. 1 in Green Bay. There was a 4,700% increase in Bellin Facebook likes and a 42% increase in visits to Bellin.org. Click-through rates for digital ads were 200% higher than the national average.
More Work