Orthopaedics East
Brand Sustainment and Website Launch
Year:
2021-2022
My Role:
Creative Director, Photographer, Videographer
Categories:
Branding, Photo, Video, Digital, Print
When a larger hospital chain opened its orthopedics practice, Orthopaedics East came to my team looking for a winning creative strategy to keep them competitive. As the Creative Director, I worked with our Digital Strategists and Marketing Strategists to assemble a comprehensive campaign across a wide variety of digital and traditional platforms. My team drove a creative strategy that produced results year-over-year for the practice.
1. Website Development
A revamp of the Orthopaedics East website was first and foremost in our strategy. I led our team in creating an intuitive UX and UI that would speak to a wide audience of patients with orthopedic needs. Most importantly, we sought to convey the joys of an active lifestyle that a practice like Orthopaedics East is able to provide.
2. Digital Expansion
With the website acting as a powerful hub for digital inquiries, my team worked to create a set of digital ads to be served on a variety of platforms. With ECU in such close proximity to the practice, we partnered directly with the university to appear on active platforms in and around ECU sporting events. This spoke to the local community that closely follows the university sport programs, and also earned the practice the title of the Official Team Physicians for ECU Athletics.
3. Direct Mail
As the digital ads and experience were actively bringing in new leads from younger audience members, the strong contingent of direct mail responders couldn't be ignored in the audience demographics. Continuing targeting sports enthusiasts in more traditional avenues proved to reach an incredibly effective portion of the market.
