Hip and knee commercial
Horder Healthcare is a leading independent healthcare provider delivering orthopaedic and musculoskeletal care for NHS and private patients across Kent and Sussex.
They needed a commercial film to raise awareness of their hip and knee replacement services, with distribution planned across TV and subsequently regional cinema.
The brief
This was Horder Healthcare’s first time advertising on television, therefore we recommended Sky AdSmart as a targeted and cost‑effective entry point, introducing the platform and shaping the approach around it.
The advertising needed to feel reassuring, credible and human, while clearly communicating the patient journey and the quality of care available.
Our approach
We proposed a voiceover‑led narrative that follows a patient’s experience from initial consultation through surgery and into post‑operative recovery and therapy.
This allowed the story to be told with empathy and clarity, helping viewers understand what to expect without over‑medicalising the process.
Working closely with the Horder Healthcare marketing team, we developed scripted storyboards and cast colleagues in on‑camera roles to ensure the environments and interactions felt authentic.
We also managed the casting of professional actors for the husband and wife roles, alongside sourcing and directing the voiceover artist. Alongside production, we handled the necessary compliance and clearance processes.
This included securing Clearcast approval for Sky AdSmart delivery, as well as certification from the Cinema Advertising Association and the British Board of Film Classification for cinema distribution across the South East.
The outcome
The finished commercial delivers a calm, confident introduction to Horder Healthcare’s orthopaedic services, designed to build trust and reassurance with prospective patients.
By focusing on the patient journey, the film balances emotional connection with clear information, supporting informed decision‑making.
The campaign provided Horder Healthcare with broadcast‑ready advertising content that met regulatory requirements and was suitable for targeted TV and cinema audiences, extending their reach across the region with clarity and purpose.
Josephine, Head of Marketing & SalesDigitom’s creative expertise highlighted our dedication to patient well-being. Once again they have delivered on time, on budget and beyond expectations.
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