Panorama Ortho
OVERVIEW
Follow Up Visit for a Successful Campaign
Panorama Orthopedics partnered with COHN to extend its “Team You” campaign, a platform built around patient-first care. With an emphasis on shared goals and outcomes, Panorama sought to evolve the message while staying true to its core promise: thoughtful treatment, personalized support, and a commitment to helping patients return to the things they love. The result was a robust, multi-channel campaign rooted in empathy, clarity, and real-life stories.
STRATEGY
Centering on the Patient's Life
The original “Team You” campaign emphasized trust, partnership, and patient-led care. Our task was to expand on that idea while keeping the message personal and relatable. We introduced a two-part approach that kept “Team You” intact but gave it a forward-looking tone. Headlines evolved to speak directly to patients' lives, celebrating their return to movement, activity, and joy. The photography played a key role, showing real people doing the things they love. Each visual inspired language that was specific and grounded—no generic health promises, just real outcomes that mattered to each person.
KEY INSIGHT
People don’t come to Panorama for surgery. They come to get back to what matters most in their lives, and they want a partner who sees that clearly.
SOLUTION
We evolved “Team You” into a campaign centered on personal recovery stories. Headlines were tailored to everyday hobbies and passions. Whether if it was dog walking, fly fishing, or tending to a garden, we positioned Panorama as the team behind each return to activity. The messaging allowed space for individuality, while reinforcing the consistency of care Panorama delivers. By building on COHN’s existing photography, we created a set of flexible, human-centered assets that could stretch across digital and print. The wordplay was light, direct, and rooted in optimism, giving the campaign both emotional clarity and creative depth.
OUTCOME
Creative That Connects With Everyday Wins
The expanded “Team You” campaign gave Panorama a fresh set of creative tools while staying true to its core message. By focusing on specific stories and everyday wins, the work helped deepen audience connection and gave the brand new ways to engage both loyal and new patients. The assets elevated Panorama’s voice in the market and built on a campaign that already had strong momentum.
