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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

website development

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.

ORLIN AND COHEN DESKTOP HOME PAGE VISUAL

The practice’s “running man” brand icon does double duty as a simple navigational tool: By clicking on where it hurts, prospective patients find a subspecialist and office closest to them—without ever leaving the home page.

ORLIN AND COHEN IPHONE IMAGES

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.

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

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

200%

increase in online appointment requests

27%

practice growth since the 2013 flagship office opening

Working Together

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