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Portfolio of Relevant Work

Orlin & Cohen Orthopedic Group

Hope Credit Union - Austin Williams

overview

Long Island’s leading orthopedic practice, Orlin & Cohen, recently faced two challenges: Generate awareness in the supercompetitive New York City boroughs where O&C is expanding its footprint and stave off an influx of big-name, Manhattan-based competitors entering its existing territory.

A client for over 17 years, Orlin & Cohen knew they could count on Austin Williams to lead the charge with core competencies in media planning and buying, digital marketing, content development, and graphic design.

Our research-based campaign delivered a one-two punch to drive in patients in new markets and fend off the increasingly tough competition in existing ones — helping Orlin & Cohen achieve double-digit practice growth.

 

 

Service Categories

Integrated Marketing Campaign

Media buy and placement

Based on our research, we know that the top reasons consumers choose a local orthopedist are specialized expertise and top professional ranking. Our “We’ve Got Specialists for That®” creative campaign ensures prospective patients know Orlin & Cohen’s got both. In addition to developing the integrated campaign, AW’s team supported the strategic media buy and placement for the campaign.

A billboard at a subway station entrance promotes Orlin & Cohen's orthopedic services with an illustration of a person deadlifting and text asking if deadlifting is causing back pain. The Orlin & Cohen billboard highlights their top-rated specialists in Kew Gardens.

Media strategy

To keep Orlin & Cohen Orthopedic Group top of mind with influential impact – and ultimately meet the goal of driving direct patient lead volume – we pursued a robust media campaign that penetrates a highly competitive New York market. 

The strategically built digital campaign is parsed out to reach prospective patients in priority areas and capture attention across target audiences. Traditional media efforts are strategically placed in high-traffic regions, in community publications, and within top-rated sports, news, and lifestyle programming.

Target audience

This media planning strategy includes three core targets: adults aged 55 and up, active adults aged 35 and up, and parents of high school athletes throughout Orlin & Cohen’s footprint.

Media channels & flighting

A bar chart displays the timeline of various marketing channels used from January to December. Channels include Paid Search, Paid Social, and others, shown with colored bars indicating active months.

Media channel allocation

A 3D pie chart illustrating budget allocation across advertising channels. Segments include Paid Search, Paid Social, Programmatic Display, Direct Mail, CTV/OTT, Streaming Video, Out-of-Home, Print, Radio, and Television, each in different colors.

PAID SOCIAL, SEARCH & DISPLAY

Digital marketing

Leveraging hyperlocal digital strategies, AW’s digital marketing efforts drive patients to the practice’s priority network locations, including its flagship facility in Woodbury, NY, and its Kew Gardens office in Queens, NY.

The digital marketing plan features a two-pronged approach with prospecting and remarketing across paid social, paid search, and programmatic display, all of which were implemented and optimized in real time.

Developed by AW’s graphic designers and content teams, the assets lean into the new creative – a question-and-answer campaign designed to drive conversions – turning prospects into patients effortlessly.

A person holding a smartphone displaying an advertisement for OrthoBethesda Orthopedic Group. The ad features a graphic of a person running with a highlighted knee in pain. The text reads,
Three digital banner ads for Orlin & Cohen Orthopedic Group displayed on a computer screen. The ads contain text:

ATTRACT, ENGAGE, CONVERT

Content development

Tapping into AW’s expert content strategists, email marketers, social media, and SEO specialists, we created a robust content development plan focused on blogging, organic social media, and quarterly newsletters. 

This multifaceted approach enhanced SEO, brand visibility online, and its reputation among targets. Additionally, it facilitated direct, personalized communication with their audiences for more meaningful engagement.

A collage of brochures from Orthopedic & Sports Medicine Center featuring seasonal fitness themes: spring walking, summer gardening, winter fitness, and autumn cycling. Text highlights include “Top Doctors 2023” and “Healthy Strides and Connections.”.

Blogging

Our approach to blog development elevates Orlin & Cohen’s specialists as thought leaders and subject matter experts, providing timely coverage on newsworthy shifts and trends. 

Over the past 12 months, these blogs have driven over 47K cumulative pageviews, with the first four ranking as Google’s featured snippets for numerous highly searched keywords:

7 Ways to Relieve Hip Pain After Running

Walking Pads 101: Everything You Need to Know

5 Common Swimming Injuries and How to Avoid Them

The Post-surgery Blues: Coping with Feeling Down After Your Surgery

10 Tips for Cycling Safety in Autumn

Alec Baldwin’s Comments on Hip Replacement: From a Surgeon’s Perspective

Organic social media

Austin Williams utilized the power of authentic, engaging content to help Orlin & Cohen excel on social media. By focusing on genuine stories, people-first imagery, and relatable experiences, our social strategy enhanced connection, drove engagement, and optimized for platform algorithms to deliver greater impact.

“Dr. Bobby” takes us through a stretching rep with a patient — Instagram Post


This post boasted an engagement rate of 43% – far exceeding the industry benchmark of 1.70%.

OC salutes the Veterans on its team for Veterans Day — Instagram Post

Showcasing photos of team members during their tours of service, this post is native to the channel’s content, helping to deliver an engagement rate of 15%.

Celebrating National Women’s Health & Fitness Day — Facebook Reel


Featuring female physical therapists at Orlin & Cohen, this reel offered practical tips on improving women’s health through weight lifting — and it resonated with an engagement rate of 7%.

Event Recap: Spine Surgery Lecture — Instagram Post

This multi-image carousel post captured a patient education lecture and an impressive engagement rate of 13%.

Managing Stress on Joints in the Summer — Facebook Reel

Viewers got exclusive tips from our fellowship-trained specialist Dr. Germano right from his desk, and they were tuned in with an engagement rate of 6%.

Dr. James Paci Interview with Tokyo Broadcasting System — Instagram Post

With an engagement rate of 10%, this carousel post took followers behind the scenes of Dr. James Paci’s interview about Major League Baseball pitcher Shoei Ohtani’s then-recent UCL surgery.

E-mail Newsletter

Designed to provide relevant and timely information to current and prospective patients, Austin Williams laid the foundation for an e-mail newsletter for Orlin & Cohen’s subscribers. 

Titled Healthy Strides and Connections, the newsletter content always keeps the reader top of mind — providing brief, snackable content that engages new patients and deepens existing relationships.

Delivered quarterly, the email’s open rate and click-through rate (CTR) consistently outperform healthcare industry benchmarks set at 36% and 0.70%, respectively.

Healthy Strides and Connections: Winter 2024 Newsletter

  • 45% open rate
  • 1.49% CTR

Healthy Strides and Connections: Fall 2023 Newsletter

  • 45.3% open rate
  • 1.45% CTR

Healthy Strides and Connections: Summer 2023 Newsletter

  • 46.5% open rate
  • 1.32% CTR

Healthy Strides and Connections: Spring 2023 Newsletter

  • 43.4% open rate
  • 1.31% CTR

PRINT COLLATERAL

Graphic design

AW’s studio team is a true extension of Orlin & Cohen’s marketing department. From brochures and bio cards to postcards and posters, our art directors and graphic designers conceptualize and create every piece of print collateral representing the Orlin & Cohen brand.

Two medical-themed flyers lie on a surface. The top flyer features an illustration of a person on subway stairs with the text
A flyer for OrthoCarolina promotes orthopedic care in Woodbury. The front features an illustrated person on an exercise bike holding their injured knee, with text highlighting treatments for knee injuries. The back provides clinic information, a description of services, and references partnerships with experts like Orlin & Cohen.
A tri-fold brochure on orange background titled
A set of promotional flyers titled
A person holds a pamphlet showcasing 36 headshots of doctors under the headline,
Four brochures in holders display information for orthopedic doctors from OrthoCarolina Orthopedic Group, including contact details and specialties for Catherine Jamieson, Frank Schrimpf, Germaine Rowe, and Arthur Kim.
Outcomes

34%

improvement in new patient acquisition costs for paid media year-over-year

200%

increase in online appointment requests

27%

practice growth in the year after flagship office opening

See all the campaign’s assets

Illustration of a person with back pain. The person, bent over and holding their lower back, has a lightning bolt symbol indicating pain. In the background, there's a white picket fence, plants, and a tree. A small Orlin & Cohen logo is subtly incorporated into the scene for branding.
Illustration of a stylized figure diving to catch a baseball with a glove. The figure's back has an orange burst symbol with lightning bolts, indicating pain or injury. Orlin & Cohen's expertise shines in this blurred baseball field scenario, capturing the drama of sports injuries perfectly.
An abstract illustration of a tennis player in motion by Orlin & Cohen. The player, represented by simple shapes, is shown preparing to hit a tennis ball with a racket. Yellow shapes, like a bolt and a circle, emphasize the action. The background features trees and a net.
Illustration of a hockey player on hands and knees with yellow pain symbols near the neck and shoulder. A hockey puck is on the ice in front of the player, while a goalie stands in front of a goal. The background shows a blurred crowd in the stands, highlighting the intense moment. Orlin & Cohen can help alleviate such injuries.
A minimalist illustration featuring a stylized stick figure of a baseball player sliding into a base. The figure is reaching towards a ball with a glove.
Illustration of a person playing tennis, with an orange circle and lightning bolts near their shoulder, suggesting pain or injury. The text
Illustration of a person having hip pain, represented by a figure clutching their hip with pain lines emanating from it. In the background, there's an outline of a train and a sign, indicating a transit setting. The text
Two open magazine pages with medical-themed advertisements. The ads feature illustrations of a person bending over in pain, emphasizing the need for medical specialists. Bold text reads,
A bus advertisement displays a message:
A computer monitor and a laptop both display the Orlin & Cohen medical website with blue and white color schemes. The screen shows an illustration of a person with joint pain and text that reads
A series of smartphone screens displaying the Orlin & Cohen medical app interface with options for searching doctors, viewing locations, reading testimonials, and doctor profiles. The background is bright orange, and each screen showcases a different aspect of the app's features.

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