TWIN CITIES ORTHOPEDICS

ROLE: OOH project management, website content development & social media campaigns @ MarketingLab

SITUATION:

Twin Cities Orthopedics is the second largest physician group in the US, but was struggling to keep up with competitors in the sports medicine market due to the ‘orthopedic’ name. TCO wanted to position themselves as the #1 sports medicine practice in the Twin Cities & drive increased traffic to their 24 area clinics.

SOLUTION:

Create an athlete-centric social media and OOH (custom vehicle wraps, billboards) campaign aimed at both adult athletes and those who care for student athletes - aka, moms - to build brand recognition and push TCO’s walk-in “Orthopedic Urgent Care” clinics. The campaign skewed Facebook-heavy, which we know sees highest levels of engagement in our target ‘mom’ age group. Content focused on sports-related messaging & imagery, and included relevant news articles for those involved with student-aged sports. The new social focus drove a spike in Orthopedic Urgent Care-related visits among younger patients.

PHYSICIAN SITES:

As part of the revamp, individualized medical bio pages for each practicing physician were built after one-on-one interviews with each provider. Their purpose is to allow potential patients to learn about their medical provider options prior to a clinical appointment. Sample sites I developed copy + content for:

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*work completed in collaboration with marketinglab, inc., images courtesy of tcomn.com