Hospital for Special Surgery (HSS), the world’s leading academic medical center for musculoskeletal health, and GALE have launched a new campaign, “The Choice,” to encourage consumers to rethink how they evaluate orthopedic care choices.

“The Choice” responds to research that found consumers are more passive about orthopedic choices than other medical specialties – prioritizing logistics over quality of care – and are not fully aware of the superior offering at HSS, ranked number one in the world for orthopedics. The creative seeks to build awareness of HSS as the leading choice, featuring real HSS patients, caregivers, and facilities to emphasize authenticity and distinction in an extremely competitive healthcare market.

Taking an integrated approach across media and creative, “The Choice” provokes consumers to think more actively about orthopedic care, showcasing the ease of the online booking experience while ultimately positioning HSS as the best choice. The campaign spans television, digital, out-of-home, and print with strategic placements in environments where consumers research healthcare decisions and high-impact activations to increase awareness about location accessibility.