Central Indiana Orthopedics
Nobody looks for a surgeon until something hurts. When Central Indiana Orthopedics (CIO) had multiple competitors open locations near their flagship sites, they started feeling the pain. With a hardline budget and an internal marketing department of one, CIO came to CVR to help defend and grow market share against better-funded, nearby rivals. Over two years, CIO had a flat marketing spend, and we were able to deliver:
17,000
conversions
70% new traffic
direct from paid media
40% increase
in web sessions
+33%
of this traffic were new users
CVR went all in with a competitive analysis to identify CIO’s strengths in the market and to learn why individuals choose a practice. Our uncovered differentiation claims became proof points to support the real reason people choose one practice over another: who can get them back to doing what they love.
Backed by these insights and centered around CIO’s differentiators, we developed a conversion-led media strategy engineered to maximize their budget.By running Meta ads and paid search in tandem, we built awareness, and extended the campaign through display, native, digital video, and YouTube, all anchored by a :30 TV spot.
