Turning “not a priority” into “act now” at Hinge Health.
CAMPAIGN COPYWRITERDEMAND GENSITUATIONHinge Health needed to drive demand across complex, risk-averse healthcare buyers navigating rising costs, competing priorities, and heavy skepticism of vendor claims.
CHALLENGEMSK care is misunderstood as physical therapy and subsequently, considered unnecessary to add onto existing healthcare plans.
INSIGHTHinge Health prospects need to understand untreated MSK conditions are the root cause of avoidable health costs.
STRATEGYReposition MSK from a “nice-to-have” benefit to a critical intervention point, making its impact on cost, outcomes, and risk impossible to ignore.
RESULTSReframed MSK as a high-impact driver of cost and outcomes
Elevated perception from wellness perk to critical intervention
Enabled buyers to prioritize MSK as a strategic investment
Beyond maternity leave
Display and LinkedIn ads to drive awareness of postpartum MSK pain and position Hinge Health as the postpartum MSK benefit that helps reduce absenteeism and employee turnover.
The convenience of BYOD
LinkedIn and display ads that position the convenience of Hinge Health’s BYOD delivery model in contrast to a competitor that requires company-issued tablets for program participation.
Making the business case
LinkedIn and display ads offering a business case analysis targeted to benefits leaders and consultants who want visibility into MSK spend and opportunities to cut costs.
The State of MSK Care Report
LinkedIn ads to drive downloads of an annual report on how HR benefits leaders can control the costs of their health plans with Hinge Health’s MSK care.
