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Naples Comprehensive Health (NCH) is a nonprofit healthcare system serving Southwest Florida, recognized for delivering high-quality care across a wide range of specialties. That foundation helped make possible its collaboration with Hospital for Special Surgery (HSS), ranked one of the best in the world. Together, they launched HSS at NCH, a state-of-the-art facility in Naples offering elite musculoskeletal care with global expertise.  

We’ve been the agency of record for NCH since 2019, leading strategy, marketing, creative, public relations, and crisis and corporate communications. Alloy supported the launch of HSS at NCH with a fully integrated marketing approach. The campaign communicated the significance of this collaboration: advanced orthopedic care was now available close to home, delivered by physicians patients could trust. Although NCH maintains strong overall awareness and usage in the region, market research confirmed that awareness of its collaboration with HSS was relatively low at the time of launch, making education a critical component of the campaign.

  • Communicating a new center for orthopedic excellence

    We focused on clearly communicating the significance of NCH’s collaboration with Hospital for Special Surgery (HSS), reinforcing that internationally recognized orthopedic expertise was now available locally, delivered by physicians patients could trust.

  • Phased awareness-to-action strategy

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  • Integrated media & channel strategy

    We deployed a coordinated mix of public relations, paid search, social, print, digital, out-of-home, SEO and direct mail to reach high-intent patients while maintaining strong regional visibility.

  • Community-first activation

    From experiential installations to open-house events, we created buzzworthy moments that made the launch tangible, shareable and rooted in the Southwest Florida community.

A VIP ribbon-cutting and press event introduced the facility to community leaders and media, followed by a public open house that invited residents to tour the expansive space, meet care teams and discover available services.

The event featured a live radio remote, branded giveaways, interactive experiences and mascot appearances, creating an engaging and welcoming environment. In total, the open house generated 685 RSVPs, resulting in 54 physician information requests and 10 appointments from patients in the community, contributing to an estimated $100,000 in potential revenue based on average reimbursement rates for orthopedic procedures — helping convert awareness into action at a critical moment in the launch.

M+
paid media impressions across Meta, display, video, audio, Nextdoor and DOOH
K+
Meta clicks driven by high-performing search and retargeting
RSVPs, generating 54 information requests and 10 patient appointments within 1 week
%
increase in brand awareness

By clearly communicating the significance of NCH’s collaboration with HSS and reinforcing NCH’s commitment to innovation and clinical excellence, the launch established a trusted destination for orthopedic care in Southwest Florida.

We structured the campaign into three intentional phases: coming soon, grand opening and now open — each designed to build awareness, reinforce credibility and ultimately drive appointments.

Media planning, monitoring & optimization

Geo-targeted paid search and social captured high-intent orthopedic demand, while print, digital and out-of-home placements ensured consistent market presence. Campaigns were continuously monitored and optimized to improve performance and efficiency.

Event strategy & experiential marketing

We planned and executed a launch event, combining a VIP ribbon-cutting and press event with a public open house. The experience featured live radio, branded giveaways, interactive elements and mascot appearances to drive attendance and engagement.

Community visibility & earned media

A towering 7-foot sand sculpture installation at high-traffic hotspot, Mercato, created visual impact and social buzz, while proactive media outreach generated national and regional earned coverage that extended reach.

Don’t Just Take Our Word for It

"Bravo and thank you for your skillful and elegant leadership of this launch! [Leadership] was very complimentary of the event yesterday. Onward and upward!!!"

— John Englehart, Chief of Staff & Chief Communications Officer, Hospital for Special Surgery

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