Services Provided:

• Services Provided:
  • Website Design & Development
  • Content Creation & Management
  • Search Engine Optimization
  • Graphic Design
  • Social Media Marketing
  • Profile Reputation Management
  • Direct Marketing

Rebranding an Already Successful Practice

With over 70 years of successful orthopaedic practice, Santa Rosa Orthopaedics, a 10-surgeon group of practitioners, needed a new look on paper and a fresh online appearance. When SRO approached us for marketing assistance, they wanted to develop a solid brand image that would set them apart from the growing competition. This included a comprehensive website that was able to give patients easy access to practical information and to provide educational materials designed specifically to help them better understand diagnosis and treatment recommendations. They also needed to be brought into the 21st century with a design that reflected their expertise and longstanding reputation.

Challenges

Our first challenge was to determine how to take a solid practice built on decades of patient centered orthopaedic care and give it a more contemporary brand.  We also needed to introduce a somewhat traditional practice to the digital age, which meant bringing them up to speed with all things social media, building a comprehensive, user-friendly website, and introducing them to a variety of online marketing strategies.

As more than 33 percent of their patients come from online referrals it was vital to look at implementing a solid reputation management program. Another challenge was how to effectively communicate SRO’s incredible service to the medical community as well as to the general public.

Solutions

We worked closely with the leaders at SRO to re-brand the organization, then we went on to develop and implement what turned out to be a successful, long-term, comprehensive marketing plan. The effort began with designing a new logo from which we developed all new collateral materials. We then created a website that would reflect the high level of expertise of SRO surgeons and healthcare providers. Our team also launched a full range of social media pages including; Facebook, Google Plus, LinkedIn, Yelp and Twitter for which we are now able to generate complementary new content on a continuous and on-going basis.

We also stepped up to the plate to manage all of the doctor’s individual online profiles to bring them up-to-speed and to keep the message consistent as part of JBC’s highly successful reputation management program. After that we began to look at search engine pop-ups and online maps to ensure that potential and existing patients are being directed to the right location and have contact info readily at hand. JBCommunications continues to implement a complete public relations program for SRO that includes all aspects of the community they serve.

Results

With a comprehensive PR package that includes consistent advertising and a thorough online profile and reputation management program, combined with skillful website development and social media management we have worked to successfully coordinate SRO’s marketing strategies for more than 10 years running.

Santa Rosa Orthopaedics now enjoys high visibility in the communities it serves and owns a very active online presence that helps to keep its message current. With the help of periodic news releases and consistent social media marketing, along with physician liaison work spanning three counties, we have helped SRO to solidified their place at the top of orthopaedic care in the North Bay area.