Central Indiana Orthopedics - Practice Expansion

Situation

Central Indiana Orthopedics (CIO) has proudly served central Indiana patients with comprehensive orthopedic services since 1950. In 2017, plans firmed up to open a Care Center in Fishers Indiana, its first entrée into the Indianapolis metro market. CVR was engaged to help build brand awareness and patient volume for CIO’s temporary Fishers Walk-in Clinic in advance of the full orthopedic center opening its doors.

Solution

CVR completed a full brand audit including analyzing CIO’s past communications and Indianapolis-based competitor communications, as well asking CIO surgeons their perspectives about its unique practice approach and offerings. Also, consumer insight was gained via a collection of patient video interviews and patient-experience reviews. Findings were clear that CIO had earned a stellar reputation for providing personalized, expert and authentic care. Through a total brand upgrade including new website, advertising, literature and brand identity, CVR brought this strong reputation more front and center in communications and executed a deliberate media effort in the Fishers region to build brand status and drive walk-in business.

Outcome

The most recent annualized patient data shows CIO’s Fishers patient volume increasing by approximately 28%, with new patient numbers increasing by well over 30%.