Challenge

Nearly 40 years ago, Dr. Thomas A. Brady saw a need for a dedicated sports medicine clinic in Indianapolis. In 1983, he founded Methodist Sports Medicine. Over the years, Methodist Sports Medicine became a well-known name within the Indianapolis orthopedic community. However, as the practice began to serve a greater number of patients at five different locations, Methodist Sports Medicine knew they needed to create a stronger and more cohesive brand presence.

Approach

To solve this problem, Methodist Sports Medicine partnered with FireStarter in 2021 to help tell a new story about their organization through a complete rebranding strategy.

The first objective FireStarter helped Methodist Sports Medicine accomplish was to determine whether they needed to change their name. With insights collected from market research and hundreds of staff and patient interviews, it was clear they needed a new name. Forté Sports Medicine and Orthopedics  was chosen because it not only allows the practice to highlight their forté, which is providing great clinical outcomes and an elevated patient experience, but also allows them to highlight how they help their patients get back to what they do best and live their lives fully.

Results

  • To raise awareness of the new name, FireStarter and LocalIQ redeveloped Forté’s website and launched data-supported adverting tactics including search engine marketing, social media advertising, display, OTT/CTV and email that ran from January 22 – July 22. FireStarter and LocalIQ also partnered to launch Listings Management, a cloud-based tool that aggregates all physician reviews across all online platforms into one dashboard and launched the client center which provides real-time insights on all leads by source and serves as a CRM tool to keep leads flowing through the customer journey.
  • In addition to rebranding their five practices, FireStarter also launched an organic communications campaign to spread the word including patient letters and emails, vendor letters, a social media content calendar, media advisories and clinic banners and posters.

Brand Launch Paid Advertising Results (Jan 22 – July 22)

  • 2,037 Leads
  • 16.2M+ Impressions
  • 64,899 Clicks
  • 1.45% CTR
  • 20.32% Email Open Rate (10.32% above healthcare index)

 

Organic Social Media Growth (Jan 22 – June 22 compared to June 21 – Dec 21)

  • 80.5% increase in net audience growth
  • 155% increase in published posts
  • 519% increase in impressions
  • 45% increase in engagements

 

Organic Website Growth (Jan 22 – June 22 compared to June 21 – Dec 21)

  • 24% increase in new users

 

Marketing services FireStarter and LocalIQ provided for Forté Sports Medicine and Orthopedics went beyond just the brand launch. Our teams provide ongoing marketing and communications support including:

  • Content Management
  • Website Updates
  • Advertising
  • Social Media Management
  • Media Relations
  • Corporate Communications
  • Design
  • Video Production
  • Email Marketing
  • Sponsorships
  • Webinar Management