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Special Project

Special Project

Karl Koenig, MD, Instagram Social Short

Entered in Instagram


This video is part of a campaign describing the work that Dr. Karl Koenig and his team do as orthopedic specialists in an academic medical center.  The care and surgical treatment he provides is unique in the city of Austin because of the comprehensive model of care that Dr. Koenig and his team provide.  We wanted potential patients to have a better understanding of the level of expertise it takes to perform these surgeries and the importance of having a physician and team focused on connecting with the patient on a deeper level makes for better outcomes in their care. 


The project was part of our Portraits in Commitment series, where we highlighted 6 values, Dr. Koenig was selected to represent "Connection" in the series, because of the connection he provides with his patients on a day-to-day basis.  The video begins with his recollection of watching his grandmother suffer from rheumatoid arthritis which led him to pursue orthopedics so others wouldn't have to succumb to this debilitating disease. The series was rolled out via social media, patient newsletter, a dedicated landing page on the website, blog posts, and in magazine ads over the course of the month of March.  Never a one-and-done – we extended multiple components of the campaign throughout the month.  Our goal was to highlight the difference an academic medical center-based practice brings to the city of Austin and the Central Texas region by not only providing care, but training the next generation of doctors and providing research to move the levels of care for patients. 


We anticipated that this specialty and physician highlighted in the campaign would perform well given that the specialty and conditions associated with it (knee and hip pain, back pain, etc.) affect a broad range of individuals.  We feel this brought awareness to the level of care and expertise UT Health Austin physicians are bringing to the city of Austin and the Central Texas region.

The video as part of the overall campaign garnered the following results:

Facebook Digital Ads and Social Posts:
Reach: 94,924; Impressions: 138,450; Engagement: 2509

Impression: 3334  Engagement:49

Reach 6762; Engagement 4702; Impressions on Reels 263; Profile Activity:26

LinkedIn Digital Ads and Social Posts:
Impressions 143,135; Engagement rate 5.0%; Engagement 1103


Video for Karl Koenig, MD, Instagram Social Short

Entrant Company / Organization Name

UT Health Austin


Entry Credits