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Orlin & Cohen

branding strategy fuels 27% practice growth

overview

Long Island’s leading private orthopedic practice, Orlin & Cohen needed two things to pull further away from the competitive pack: more fellowship-trained physicians and immediate patient traffic into its growing network of offices. Our integrated strategy delivers both. We did it with a multichannel creative strategy, which made Orlin & Cohen’s key differentiator—the practice’s unique, all subspecialty focus—meaningful to patients by focusing on what matters to consumers most: Successful patient outcomes.

Branding

Clear points of differentiation

Orlin & Cohen’s subspecialty differentiator is captured in its brand icon, which visually represents its doctors’ fellowship training focused on specific body parts.

Orlin & Cohen logo on pens
Orlin & Cohen logo on business cards
Orlin & Cohen logo mark on baseball hat

Direct marketing

Recruit fellowship-trained physicians

An integrated direct and email marketing campaign helped Orlin & Cohen fill their ranks with the fellowship-trained subspecialists the practice needed to achieve its growth objectives.

Man holding phone watching Orlin & Cohen email video

Video & Motion

Make medical terminology meaningful to patients

What does orthopedic subspecialization really mean? These Orlin & Cohen patients know—and tell—in engaging testimonials, part of an integrated campaign that also included print and out of home.

Orlin & Cohen print ad - surfer
Orlin & Cohen print ad - spin class

DIGITAL

Generate immediate patient traffic

Hyperlocal digital strategies drove patients into the practice’s new flagship facility and other priority network locations.

Outcomes

3

new office locations opened in three years

500%

increase in online appointment requests

27%

practice growth since the 2013 flagship office opening

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