Success Story: Orthopedic Center of Illinois’ Unified Marketing Message

By Stewart Gandolf
Chief Executive Officer

brochure unified marketingGenerally, we’re a bit modest about the work we do as a healthcare advertising agency, but once in a while we like to tell a good success story. And this tale is worth retelling for several reasons.

First, it was a complex marketing issue…and we like that kind of challenge. Second, the client is pleased with the results. (We love that too.) And third, the talented Healthcare Success service team put in an exceptional effort and they deserve a few words here in recognition.

Here’s the Problem/Solution Success Story…

The Problem: A leading orthopedic clinic in the Midwest was having a problem. It had been growing through the acquisition of several business units, such as a rehabilitation clinic and an imaging company. And it had added a sports medicine practice.

But the growth—and the many services that became part of Orthopedic Center of Illinois (OCI)—didn’t have a unified marketing message. An entire building now housed nine business units under one roof. Its legacy website had different names and logos for their multiple orthopedic clinics, with no cohesive overall branding.

They also needed an overview brochure that could tell their multi-faceted story to prospective patients and referring medical practices. The “big picture” included the clinic’s wide compliment of related services that are available to a patient.

The Solution: Healthcare Success (HSS) identified the client’s strengths and weaknesses and developed a comprehensive marketing campaign to bring together all of the disparate elements. What followed included a logo, a new corporate color template for the website, an all-inclusive brochure for all of the different businesses, radio and television commercials, print ads and outdoor boards. The OCI marketing tools will sustain their needs for several years.

The Results: “We thought we would initially be developing an eight-page brochure,” said Gil Zeimer, Account Manager and Senior Copywriter for HSS on this project. “But after we saw the depth of the client’s services, we created a dynamic 24-page brochure, complete with a table of contents and a two-page spread for each of their orthopedic clinics.”

Amy Rodek, Director of Marketing & Communications at Orthopedic Center of Illinois said, “We hired HSS to give us valuable strategic insight and direction about increasing our patient volume and becoming THE place to go to for orthopedics in Central Illinois.

“Their talented team of strategic planners, copywriters, web designers, media buyers, trainers and project managers brought their individual talents together to create a plan that was going to work best for our company and help us thrive in 2012 and beyond.

“We fell in love with our new marketing brochure—we are so excited to watch our practice grow with the help and partnership of HSS.”

The new 80-page OCI website launched on March 1, 2012, featuring rollover visuals for the nine orthopedic clinics, a rotating series of five images on the left side of the home page, five-page mini-sites for each clinic, and a new 30-second TV commercial.

Thank you OCI, from your Healthcare Success creative team.

Lonnie Hirsch and Stewart Gandolf, MBA

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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