HIGHLAND HOSPITAL
FALL PREVENTION PROGRAM

Challenge

Solution

Result

Highland Hospital is home to one of the world’s leading programs for treating senior citizen’s who suffer fractures from falls or other accidents. Despite the fact that the Geriatric Fracture Center at Highland Hospital consistently treats cases with amazing results and is admired around the world for its ground breaking approach, the center was not always the first choice for patients and referring physicians in its local market. The team at Highland wanted to change that, by raising the center’s profile and positioning it as the clear leader. However, senior citizens can be one of the toughest groups to convince. Their experience and knowledge often make them savvy, skeptical consumers that are not easily swayed from their current ways of thinking. The doctors that treat and influence them are very similar in that respect as well.  On top of it all, no-one wants to talk about fixing broken bones until an accident happens. So, how could we be sure they had made a decision to go to Highland’s Geriatric Fracture Center before they even have to?

Antithesis recognized that while seniors may not be interested in taking the time to learn about state-of-the-art clinical treatments for geriatric fractures, one of the biggest common fears they face is the fear of falling. Leveraging that fact, the agency produced a campaign that directly addressed the perils that seniors face as a result of falls and at the same time offered a free “Fall Prevention Kit” full of advice and tools to help make sure they stay on their feet. In addition, a clear, concise website was developed that addressed fall prevention and promoted the unique capabilities of the Geriatric Fracture Center at Highland.

The response has exceeded expectations as each time the ads appear, seniors have clamored to get their copy of the kits. To date over 500 kits have been distributed to seniors throughout the community.