MicroPort: EvolutionMP Patient Marketing Campaign

Kelley & Associates developed a multimedia patient marketing campaign for MicroPort Orthopedics featuring Terry Bradshaw, who underwent total knee replacement surgery with MicroPort’s EvolutionMP Knee System in 2015. The campaign centered on Bradshaw’s personal experience with osteoarthritis, knee replacement and recovery, using his familiar voice and story to help educate patients considering their own treatment options.

As part of the campaign, Kelley & Associates produced several patient-focused videos, including two filmed on location at Bradshaw’s ranch in Oklahoma where he shared his journey with knee pain, surgery and life after recovery. The broader campaign extended across digital, print and social platforms, creating a cohesive patient education experience through the MyNewKnee.com website, patient education brochure, patient education video, posters, print ads and social media graphics.

The result was an engaging, approachable campaign that helped MicroPort Orthopedics communicate the benefits of the EvolutionMP Knee System while connecting with patients through a recognizable spokesperson and a relatable recovery story.