In an effort to provide consumers with direct access to orthopedic care for injuries, a leading orthopedic practice decided to open an orthopedic urgent care clinic. The facility offered consumers with strains, sprains, and fractures a convenient alternative to the local ER, making orthopedic care available on a walk-in basis with minimal wait times.

Client Challenge

The client found that their “build it and they will come” approach wasn’t enough to change how consumers reacted when faced with an orthopedic injury. When injury strikes, what’s the first place consumers tend to think of to go for help? Chances are it’s the nearest emergency room.

Our Approach

Insight. The value proposition of the orthopedic urgent care center was clear and simple: “When you have an orthopedic injury, there’s another, more convenient option where consumers can get direct access to orthopedic care; without the emergency room wait.” This message had not yet been effectively communicated to the public.

Solution. Marketing Works collaborated with the client to develop an unexpected creative approach with bold colors and attention-grabbing imagery, deployed through a comprehensive mix of traditional media (print, broadcast, outdoor), events, direct mail, and guerrilla initiatives to create awareness and drive business.


Following the first three months of the campaign, the client realized a 40 percent increase in visits, while establishing a powerful brand presence as a provider of orthopedic urgent care services.

How can we help you achieve success?
Have you created or launched a new program or service without the expected results? Contact Tom Vranich at, or call 717-852-7171. We’ll schedule a time to learn about your goals and efforts to date then work with you to create a customized plan for exceeding expectations.