Origo Helps Launch New Brand & Web Strategy for OrthoNeuro

April 1, 2016

Founded over 70 years ago, OrthoNeuro was the first private, multi-disciplinary physician group in Central Ohio to have board-certified physicians specializing in orthopedic surgery, neurology, neurosurgery, pain management, physical medicine, and rehabilitation. In an effort to better educate the community about their range of expertise, and to differentiate from their competitors, the OrthoNeuro team decided they needed a new brand strategy.

OrthoNeuro asked Origo to create a new brand and web strategy to help better position their practice as a leader in neurological and orthopedic services. It was vital to demonstrate the practices’ many areas of expertise. OrthoNeuro’s goals were to drive new patients to the website, increase the number of physician referrals, and boost overall brand awareness.

Phase 1: Research and Consultation

In order to provide recommendations for their new brand strategy, Origo needed a deeper understanding of the challenges and perceptions of the OrthoNeuro brand. To do so, we kicked off the project with a research process that provided important insights about the practice and their competitive landscape. This included:

  • An industry audit to review the current marketing touchpoints of OrthoNeuro and their competing brands
  • A survey OrthoNeuro’s current patient list to identifying key behaviors, perceptions, and decision-making factors
  • Focus groups with key stakeholders, such as physicians, staff, and referring physician offices to identify the strengths and challenges of the brand

Phase 2: Brand Development and Strategy


After reviewing the research, Origo recommended a shift in the institution’s branding to improve the community’s knowledge of OrthoNeuro’s strengths and competitive advantages. This included a new design and messaging strategy to the practice’s heritage, breadth of services, compassion, and quality of care. To bring this to life, Origo created:

  • Mood boards to identify their new visual approach, reflecting themes of care and compassion
  • An inspirational tagline to draw attention to OrthoNeuro’s ability to meet the diverse needs of patients – “For Every Motion in Life”
  • Positioning statements and messaging points to highlight OrthoNeuro’s competitive advantages
  • A new color palette, photography direction, and design applications

Phase 3: Digital Experience


Once updating the brand identity, Origo extended the brand to a responsive, mobile-optimized website.Origo implemented the following features to help direct users to the information and services that aligned with their needs:

  • “Patient Testimonials” – A section to demonstrate OrthoNeuro’s personal and caring approach to their patients’ needs
  • “Our Physicians” – A section to showcase OrthoNeuro’s deep and diverse physician roster, while also promoting their wide range of services
  • “Patients” – A section that allows users to download important documents, presentations, videos, and information to guide them in their patient journey
  • “Request an Appointment” – A feature that allows users to easily to schedule an appointment with a specialty physician, creating an immediate connection with the OrthoNeuro team

Origo continued strengthened the brand’s digital presence by creating an environmental video. It is featured on the homepage of the website and showcases OrthoNeuro’s services, staff, locations, technology, and culture.

Phase 4: Collateral System & Other Touchpoints


Next, Origo applied the new creative strategy to a collateral system to create consistency and impact across different communication methods. This included:

  • Business cards
  • Letterhead
  • Corporate folder
  • Brochures
  • E-mail template
  • E-signature

Phase 5: Outreach Strategies


The final step was to prepare outreach initiatives to build exposure for the new brand. This was accomplished by:

  • An e-blast strategy providing an overview of the new rebrand strategy
  • A social media plan to generate awareness through relevant content, campaigns, graphics, and hashtags
  • Social media templates and pre-generated posts to earn engagement from potential patients and referring physicians

OrthoNeuro launched their new brand strategy in January of 2016 and saw immediate impact. The new identity of OrthoNeuro is building greater awareness by reintroducing their practice to the Central Ohio community. To learn more visit the website at http://www.orthoneuro.com