Orlin & Cohen
branding strategy fuels 27% practice growth
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.
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.
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.
Double online appointment requests
Bringing the practice’s subspecialty focus and top-ranked orthopedists front and center, the new mobile-first website we designed and developed drove in a 200% increase in appointment requests within one month of launch.
Integrated Marketing Campaign
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.
Generate immediate patient traffic
Hyperlocal digital strategies drove patients into the practice’s new flagship facility and other priority network locations.
new office locations opened in three years
increase in online appointment requests
practice growth in the year after flagship office opening