Client Challenge

Patients are people who want to be the center of the story.

Panorama Orthopedics & Spine was growing quickly along the Front Range and wanted a marketing campaign to convey to their patients that, above all else, they care. Focusing on the patient—not the surgeon—Panorama wanted to convey that it has the level of personal care that patients need, in a location that is always convenient for their lives. COHN was tasked with evolving the Panorama brand to work in a campaign that speaks to the breadth of offerings, depth of locations, and vast expertise of their healthcare professionals to provide top-notch care to their patients. Oh, and in a way that is unique in the healthcare spectrum but still rings true to the Panorama brand.



Team YOU.

Panorama treats the patient, as the hero in their own story—always providing the perfect “team” to support a patient’s healthcare needs, whether it’s preventive care, surgery, or physical therapy. Using real-life patients as our subjects in the campaign brings forward real-life scenarios and elevates these patients to ambassadors for Panorama.

“Team YOU” is the campaign that tells this story and allows us to be defined with real-patient photography, storylines, and content angles to support marketing efforts.


Brand campaign creation.

Campaign Development


Long-term relationships built through brand awareness.

With this newly launched campaign, COHN has recently updated creative with real-patient photography. The response from patients and physicians has been resoundingly positive, so a new photo shoot to provide more patient stories for our campaign and content opportunities is slated for Q2 2022. It’s imperative that we continue to seek outpatient diversity in tandem with various service and product line cases to tell the “Team YOU” story in a way that is true and relevant to our audience. Site traffic is up. Appointment scheduling is up. And social media engagement is increasing.