Turning Proximity Into Promise

How We Launched a Meaningful, Place-Based Campaign for Our Health System Partner

In October 2025, our partners at Parkview Health and Ortho Northeast (ONE) opened Parkview Kosciusko SurgeryONE to serve folks in and around Warsaw, Indiana. Parkview and ONE already offered outpatient orthopedic surgery in Fort Wayne, about an hour’s drive east. But this new location expanded their reach, bringing it significantly closer to home for more than 500,000 people.

Distance Changes Decisions

We spent a lot of time considering what Parkview Kosciusko SurgeryONE unlocked for the community. Many were likely putting off care—not because they didn’t need it, but because it wasn’t convenient. (Distance has a funny way of turning “I should get this checked out” into “maybe later.”) The Warsaw location meant they no longer had to take a day off work just to drive to Fort Wayne. It meant same-day discharges, shorter recoveries, and less disruption to daily life.

Our campaign concept, “Closer To,” was built around that idea. Yes, residents of Kosciusko and surrounding counties were now physically closer to outpatient orthopedic surgery. But they were also closer to the outcomes that mattered to them. Getting back to work, hobbies, and the life they enjoyed before orthopedic pain got in the way. Each piece of creative spelled out those benefits and tied them back to a single line: “Closer to You.” Because Parkview and ONE are closer—and so is feeling like yourself again.

Designing for a Place-Based Launch

Since this was a deeply local launch, we built the media plan around everyday moments—commutes, routines, and time at home. OOH, Spotify, and direct mail shaped creative. Whether someone was driving past a billboard, listening to a podcast, or opening a mailer, the message needed to be understood quickly. We stripped the work back, clarified the hierarchy, and led with straightforward language. Headlines like “Your New Center for Outpatient Orthopedic Surgery” did the job without asking for extra attention.

Visually, we stayed rooted in Parkview and ONE’s co-brand (which we also established), but didn’t repeat it outright. We flipped the usual, gradient-heavy approach, favoring clean, white backgrounds with pops of color. Photography balanced shots of the new facility with real people at work. And because this was such a place-based campaign, we allowed ourselves one Easter Egg: the shape of Kosciusko County became a recurring frame for images and copy. It was subtle, but it grounded the work in the community it was built for.

The Bigger Takeaway

The Parkview Kosciusko SurgeryONE campaign is a strong example of how thoughtful strategy and clear messaging and design allow healthcare brands to translate clinical excellence to real, human needs. It demonstrates how insight-driven creative builds relevance in regional markets—and how the right launch can create momentum from day one. And, for everyone at Mission, it reinforces what we do best: helping organizations show up meaningfully wherever growth takes them.