Crovetti Orthopaedics and Sports Medicine (COSM)
Outpatient Surgical Recovery Suites (OSRS)

Defined and executed a comprehensive advertising and collateral campaign for Crovetti Orthopaedics & Sports Medicine and the Outpatient Surgical Recovery Suites, aligning messaging and visual direction while maintaining distinct brand identities. As Digital Creative Director, I led every stage of the process from concept through production, creating magazine ads, physician bios, print materials, and supporting television, billboard, and broadcast components that positioned both organizations as leaders in orthopedic care and post-surgical recovery innovation. The campaign introduced a coordinated marketing framework that strengthened recognition and established a foundation for ongoing communications.

Challenge

Creating a unified marketing effort for two distinct brands presented significant complexity. Crovetti Orthopaedics & Sports Medicine served as the medical practice for all patients, while the Outpatient Surgical Recovery Suites operated as the surgical and recovery facility, both under the leadership of Dr. Crovetti. The challenge was to balance separate brand identities while maintaining cohesive messaging and visual consistency across multiple mediums, including print, television, and outdoor advertising. The campaign had to engage patients, families, caregivers, and professionals while preserving each brand’s distinct purpose and identity.

Resolution

I directed and executed all creative and production aspects of the initiative, developing a coordinated suite of campaign assets and collateral materials for both Crovetti Orthopaedics & Sports Medicine and the Outpatient Surgical Recovery Suites. The initiative included magazine ads, physician bios, print materials, billboards, television spots, and media appearances designed to increase visibility and reinforce brand authority. Each deliverable was audience- and medium-centric, ensuring consistent messaging and presentation. The campaign successfully expanded recognition across multiple channels and established a sustainable framework for future marketing efforts.