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.
Panorama Orthopedics & Spine
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.
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.
Targeting the Right People Using Social Ads
As part of the Team YOU campaign, the COHN creative team developed brand-new social media and display ads.
Social media ads were not only effective in reaching our desired target audience, who is more likely to be interested in Panorama’s services, but they are also a cost-effective form of content that can be analyzed throughout their performance and adjusted as needed.
We created display ads using HTML5 for this campaign to increase quality, improve the viewer experience, and increase success rates. Along with social media and display ads, we also launched Native and SEM campaigns and targeted placements on the 5280 magazine website and in TeamSnap, an app designed to help coaches, parents, and kids stay organized in team sports.
These social media and display ads were successful overall, leading to over 24 million impressions, 10,000 new phone calls, and a 0.95% CTR.