How Do You Counter New Competitors?
By Attracting New Prospects.
Central Indiana Orthopedics (CIO, for short) had been improving Hoosiers’ musculoskeletal health since 1950. However, as the practice’s market competitors got bigger, closer and louder, CIO needed help keeping its edge. In 2017, we began serving as a seamless extention of CIO’s marketing department—and in 2024, we evolved our media strategy to help them move their message further than ever.
Clicks Matter.
Conversions Matter More.
Based on continuing refinements to our target audience, we created a strategic media mix that used Meta and paid search in tandem (plus display ads, native advertising, digital videos and YouTube videos).
Results were immediate and impressive. In 2024, our awareness-focused campaign delivered 17,000 conversions, defined as phone calls, contact forms and appointment requests. This number represented an increase of 12% over 2023—drastically increasing awareness of CIO’s brand, and making it more likely that audience members who develop a need for orthopedic services will head directly for one of our clients’ many convenient locations.
A 40% Increase in Website Traffic, Year-Over-Year (Over Year)
In 2024, sessions on CIO’s website increased by a striking 40%. But we didn’t stop there. We kept on testing, looking for ways to improve performance. We took advantage of new tech innovations. We changed the way we targeted audiences on Meta. And in 2025, we repeated our success with a second 40% increase in website sessions and a 33% increase in new users. Seventy percent of our new traffic came directly from paid digital media.
On Meta alone, our 2025 reach increased by 161% over 2023’s numbers. We saw a 25% increase in reach and an 84% increase in clicks year over year.
Numbers matter (on TV, too)
On television, our media campaign was reinforced by a :30 second commercial that countered newly arrived competitors by highlighting CIO’s 75 years in the community and their extensive experience using cutting-edge Mako SmartRobotics™ technology to assist with joint replacements—figures that made them #1 with area patients.
Brand Photography
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