Rothman Orthopaedics Features Specialization in Patient-Centered Campaign

April 19th, 2023

Rothman Orthopaedic Institute, the largest private musculoskeletal practice in the U.S., launched its latest patient-centered campaign, “We specialize in you.” The campaign focuses on the specialization of Rothman Orthopaedics and over sixty (60) actual patient stories that will release monthly over the next eight months. 

“This campaign features real stories and challenges our patients faced and experiences they had, to get back to their lives,” said Alexander R. Vaccaro, MD, PhD, MBA, President of Rothman Orthopaedic Institute, Richard H. Rothman Professor and Chairman of the Department of Orthopaedics, and Professor of Neurosurgery at Thomas Jefferson University and Hospitals. “With so many options in regards to orthopedic care, there is no greater resource to our practice than our patients. Simply put, people rely on the opinions of friends, family and independent people that they can relate to.”

“‘We specialize in you’ is a campaign featuring Rothman patients as the stars, and we’re excited to share dozens of videos to the communities we serve,” said Justin Samra, Vice President of Development & Brand Strategy. “Everyone has a ‘specialty’ they want to get back to after an orthopedic injury, and our subspecialized physicians helped make that a reality.”  

In a survey completed by randomized Rothman patients last fall, a very high percentage of respondents submitted that a positive patient testimonial affected their appointment decision, as well as the importance of a subspecialized orthopedic physician or surgeon. 

“The reason I took the time to participate in this campaign was to share my life changing experience with others,” said Norbert Zastavy, Spine Patient who specializes in Culinary Arts. “If my story helps just one person the way Rothman Orthopaedics helped me, then my time was worth it.” 

A distinguishing feature of Rothman physicians is their exceptional attention to specializing in one musculoskeletal area of the body – spine, hip, foot, etc. With that in-mind, “We specialize in you” was designed to showcase what Rothman patients love to specialize in – running, horseback riding, teaching – or whatever activity brings immense joy to them and those around them.

Rothman worked in partnership with The Video Content Factory on the video concept and production.
The campaign will appear in all Rothman Orthopaedics markets on a variety of mediums including digital display and video, YouTube and social media channels (Instagram, Facebook, LinkedIn and Twitter). 

To view the first group of patient stories highlighting the various subspecialties, go to 

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