For over 50 years, the Orthopedic Institute of Pennsylvania (OIP) has been a cornerstone of orthopedic care in central Pennsylvania. With six locations and more than 45 providers offering a full spectrum of orthopedic services—including specialized care in rheumatology, physical medicine and rehabilitation, and physical therapy—OIP needed a comprehensive healthcare advertising and marketing strategy to solidify its position as the region’s premier orthopedic provider. As large health systems expanded into their market, OIP turned to Cork Tree Creative to strengthen its brand and drive patient engagement through a unified, results-driven marketing approach.
OIP faced mounting competition from large health systems entering its service area. With multiple locations and a diverse range of services, their brand identity lacked consistency, and prior marketing efforts failed to effectively target the right patient audiences. Working with external agencies that lacked a healthcare focus resulted in digital advertising campaigns that didn’t fully reach their potential and missed opportunities for brand awareness. Additionally, internal marketing resources were limited, making it difficult to execute strategic, data-driven campaigns at scale. OIP needed an advertising partner with healthcare expertise to refine its brand and optimize patient acquisition strategies.
Cork Tree Creative developed a customized, multi-faceted advertising strategy to enhance OIP’s brand presence and maximize digital performance. Our process began with an in-depth SWOT analysis, market research, and the creation of patient and decision-maker personas to ensure that advertising efforts were highly targeted and impactful. From there, we executed a strategic 12-month marketing plan designed to increase brand awareness, improve patient engagement, and enhance OIP’s digital footprint.
We redefined OIP’s brand positioning to highlight its commitment to community, quality, and longevity. A new visual identity and messaging framework were developed to resonate with both patients and referring healthcare providers.
By conducting a comprehensive audit of OIP’s Google Analytics and Google Ads data, we optimized existing healthcare advertising campaigns and launched new strategic initiatives. Hundreds of refinements were made, improving conversion rates and maximizing ad performance.
Created custom design assets, from print rack cards and banners to digital graphics and ads.
The Cork Tree team developed a robust social media plan to increase patient engagement and brand awareness. Our content strategy included educational resources, patient success stories, and staff spotlights to humanize the brand and drive website traffic. Additionally, we launched targeted social ads to promote OIP’s new surgery center and sports physical appointments. By continuously monitoring key performance indicators, we made real-time adjustments to campaigns, ensuring long-term success and sustained growth.
By executing highly targeted digital campaigns and leveraging data-driven optimizations, Cork Tree Creative positioned the Orthopedic Institute of Pennsylvania as the go-to orthopedic provider in central Pennsylvania. OIP experienced increased brand recognition, higher patient engagement, and a competitive edge in the region’s evolving healthcare landscape.
First Year Outcomes
398% Increase
in Calls from Google Ads
96% Increase
in Calls from Google Business Profiles
#1 Top-of-Page Ad Ranking
Compared to Competitors
9.45% Year-over-Year Increase
in Top-of-Page Ad Ranking
Struggling to differentiate your healthcare practice in a competitive market? Cork Tree Creative specializes in strategic marketing solutions tailored for healthcare providers. Our expert team delivers measurable results through comprehensive brand development, digital advertising, and targeted patient engagement strategies.
1. Define Your Healthcare Marketing Goals
Book a consultation to outline your specific objectives and challenges.
2. Receive a Custom Marketing Assessment
Our experts conduct a full analysis of your current marketing efforts and identify opportunities for growth.
3. Execute a High-Impact Advertising Strategy
With our specialized healthcare marketing services, you’ll gain a competitive edge and drive sustainable patient acquisition.
Marketing can be overwhelming, but it doesn't have to be when you have a reliable partner to help. Receive a free assessment to see how your marketing efforts stack up and how you can take your brand to the next level.
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