Horder Healthcare

Hip and knee commercial

Horder Healthcare is an independent healthcare provider delivering orthopaedic and musculoskeletal services for NHS and private patients across Kent and Sussex.

The brief

The campaign was developed to raise awareness of Horder Healthcare’s hip and knee replacement services and support a wider communication strategy across TV, cinema and digital channels.

For the provider’s first TV advertising campaign, we recommended Sky AdSmart as a precise and cost-effective media choice and built the creative approach around audience targeting.

The commercial was designed to feel reassuring, credible and human, while clearly communicating the patient journey, clinical expertise and quality of care.

Two adults in the Horder Centre reception, representing patient experience, healthcare communication and welcoming clinical environments

Our approach

We created a voiceover-led healthcare commercial that follows a patient from consultation and surgery through to recovery and rehabilitation.

This narrative approach combined clarity, empathy and authenticity, helping audiences understand the treatment pathway and the organisation’s patient-centred approach.

Working closely with the marketing team, we developed scripted storyboards and featured staff in on-camera roles to reinforce authenticity and trust. Professional actors were cast for key patient-facing scenes, and we sourced and directed the voiceover to ensure a consistent tone across the wider communications campaign.

Person using a treadmill in Horder Healthcare rehabilitation gym with trainer support, illustrating orthopaedic recovery and patient care

We also guided the campaign through the required compliance and clearance processes, securing Clearcast approval for Sky AdSmart alongside certification from the Cinema Advertising Association and the British Board of Film Classification for cinema distribution across the South East.

What the client said

“Digitom’s creative expertise highlighted our dedication to patient well-being.

“Once again they have delivered on time, on budget and beyond expectations.”

Josephine Trotter

Head of Marketing & Sales

Horder Healthcare

The outcome

The finished orthopaedic commercial gives the organisation a calm, confident and informative brand asset that builds trust with prospective patients. By focusing on the patient journey, it supports informed decision-making and strengthens healthcare marketing and patient communication activity.

As part of a broader communication strategy, the campaign provided the provider with broadcast-ready content for targeted TV and cinema audiences, while also creating a versatile asset for digital marketing, brand awareness and patient engagement across the region.