Overview

Overview: Andrews Sports Medicine & Orthopaedic Center came to an agency I worked with previously seeking a new website and an enhanced marketing footprint in the orthpaedic & sports medicine industry. With 20+ Physicians, 7 locations, and multiple services between each provider, creating a voice was an ongoing challenge for their brand. They needed a dynamic approach to equally distribute the brand’s voice, professional specialties, and location services.

Strategy

I created a multi-faceted workflow incorporating calendars, publishing topics, content approvals, graphic design, event planning, hr recruiting schedules, doctor/staff activities, and brand marketing. The result was a multi-channel marketing approach for each prover’s vertical that incorporates brand & service messaging matched with visual designs.

Tactics

  1. Developed an interactive content calendar that compliments SEO and Social Media topics, where each type of medical service can be aligned with similar services while giving each doctor a presence. Visual designs are similar to the overall brand presentation while using slightly different layouts for uniqueness.
  2. Execute a continuous calendar publishing schedule to Social Media and the Website involving Andrews’ marketing team (staff and interns) and Doctors. Assigned each type of content into responsibilities while educating the Andrews team how to publish content using SEO best practices.

The Comeback

Purpose: Promotion of patient recovery tieing in conditions and injury types with doctor expertise to increase requests of each doctor by potential patients.

Service: Influencer, SEO, Social Media, Content Marketing, Design

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Injury 101

Strategy: Tips from doctors on how to recognize injuries (to promote contacting doctors if injured)

Service: Influencer, SEO, Social Media, Content Marketing, Design

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Reputation Marketing

Strategy: Repost reviews from Google or other platforms while promoting others to share their experience in a review. Continuous messaging and responses to Doctor and Location reviews on Google, nurturing experiences and proactively addressing negativity.

Service: Reputation Marketing, SEO, Social Media, Content Marketing, Design

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Company Culture

Strategy: It’s important to the Andrews brand to highlight the internal lives of the doctors, athletic trainers, support staff, and hobbies of their company. I worked with their team to create several formats for Andrews to spotlight employee groups within a specific theme. Additional benefit is it encourages the audience engagement to also praise employees for their work and dedication.

Service: Social Media, Brand Marketing, Content Marketing, Design

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Employee Anniversary

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National Radiology Technology Week

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