PennGrade Lifestyle Video Series
July 1, 2019

MSM Commercial Production and Placement

“My Favorite Patient”

CHALLENGE


While maintaining a 30+ year reputation as a leading orthopedic provider in Indianapolis, there have been underlying misconceptions that Methodist Sports Medicine is primarily for ‘athletes’. In recent months, MSM approached KM&A to help them communicate with the public that they are an ortho-provider for everyone, not just athletes.

 

ACTION


In an effort to adjust the perception of Methodist Sports Medicine, KM&A helped produced their commercial ‘My Favorite Patient’. Throughout the spot, viewers follow the journey of Wendy, her family and Dr. Joe from 1995 to 2025, as she remains loyal and relies on Methodist Sports Medicine for all of life’s unexpected events. KM&A also executed the media buys and managed ad placement within broadcast TV, digital streaming TV (OTT) and social media.

 

TACTICS EXECUTED


  • Used local broadcast station, WTHR, because it represented the highest viewership volume of desired demographic viewers
  • Leveraged OTT platforms that allowed KM&A to strategically target messaging to the chosen audience, no matter the type of content viewers consumed
  • Edited ad spots in 60-, 30-, 15- and 6-second clips to maximize engagement on each channel