Published: December 27, 2016

USPI And Infinitude Win First Place At 2016 ATD Dallas AXIS Awards

The award-winning project focused on using viral video to help launch new software.

Infinitude Creative Group

Rebecca Case

[email protected]



First Place At 2016 ATD Dallas AXIS Awards For USPI And Infinitude

DALLAS, Texas, Dec 6, 2016United Surgical Partners International (USPI), in partnership with Infinitude Creative Group, won first place in the Change Management category at the 2016 ATD Dallas AXIS Awards Gala.

ATD Dallas is a local chapter of the international Association for Talent Development (ATD; formerly ATSD), the world's leading professional organization for the promotion and advancement of workplace learning and performance. Once a year, ATD Dallas hosts their AXIS Awards Gala honoring local achievements in talent development.

USPI took home the top prize in Change Management for their 2016 communication campaign, which supported the rollout of a new staffing and scheduling software in their pilot market.

USPI’s Vice President Continuous Improvement, Marc Celia, said of the award:

“We are truly honored to have been recognized. Healthcare is changing rapidly and we continue to look for new ways to engage our staff to create an environment that lives up to our mission of ‘caring for every patient and their family as if they were our own.’  Our creative partnership with Infinitude has enhanced this project and will continue to drive better results as we move forward.”

About the Solution

USPI partnered with Infinitude to inform and engage their staff during the rollout of new staff scheduling software, showing staffers how it would benefit them personally.

The solution was a multimedia viral communications campaign that centered around a fictional, episodic video series, called Surgical, starring characters based on real-world employees and situations.

The campaign engaged the audience, who were primarily nurses and administrators, to increase awareness of the software’s implementation and drive behavioral change.

The platforms used to engage the staff included:

  • An episodic video series: seven episodes of Surgical, released weekly.
  • An Aurasma (augmented reality app) channel: twenty 30-second update and tip videos.
  • Surgical-themed campaign posters for branding and Aurasma interaction.
  • Stand-up cutouts of Surgical characters for branding and audience photo ops, which were used for viral media sharing, a photo gallery, and a T-shirt giveaway contest.
  • A custom website with videos, a photo gallery, and view-tracking capabilities for each participating USPI location.
  • A phone line the audience could use to call or text feedback and questions to a character from Surgical.

Leveraging professional, in-house video production capabilities; the adoption of innovative technologies, such as Aurasma’s augmented reality application; and the seemingly endless creative capacity of their team, Infinitude worked with USPI to create a truly viral solution to a common business problem: behavioral change.

About United Surgical Partners International

United Surgical Partners International (USPI), a joint venture between Tenet Healthcare (NYSE: THC) and Welsh, Carson, Anderson & Stowe, is an ambulatory healthcare provider serving more than 9,000 physicians and partnering with over 50 not-for-profit health systems nationwide to deliver top-tier care to their patients and to help grow their capabilities in the markets they serve. The company currently has ownership interests in or operates 269 ambulatory surgery facilities, 20 short-stay surgical hospitals, 81 urgent care centers, and 20 imaging centers. For more information, please visit

About Infinitude

Infinitude’s core business model is based on developing solutions that educate, engage, and energize their clients’ internal audiences. These solutions may present themselves in a number of ways, including video production, web development, professional learning and development, or change management, but Infinitude will always seek a custom solution to suit the specific needs of each client. Infinitude continuously pushes the envelope, experiments, and innovates to improve upon the ways they engage their audiences.