Driving patient self-referrals for a new service line

How Core Health introduced Riverside Orthopedic Specialists to give patients a new choice for complete care

Driving self-referrals to orthopedic care

In 2018, Core Health was approached by Riverside Healthcare to help introduce its new orthopedics practice. The health system, located in Kankakee, Illinois, had previously partnered with a local orthopedics practice to provide patients with orthopedic care. But after hiring five new orthopedic surgeons, Riverside became the health system with the most comprehensive orthopedic care in the area.

Creating a clear call-to-action

We designed a campaign that spelled it out clearly: people within the region finally had another, much-needed option to get the care they needed. When they choose Riverside Orthopedic Specialists, they are choosing their strength, mobility, independence, flexibility and precision in their trade or athletic ability. They’d also be choosing the quality, convenience and comfort of Riverside Healthcare, their trusted, local provider.

Increased patient volumes and revenue

The initial campaign, launched in January 2019, directly resulting in thousands of page views and hundreds of calls for orthopedic care within the first year. A crucial, expanded service line for our client delivered increasing patient volumes that would drive revenue and leave a memorable campaign in market. When people were in need of orthopedic care, they knew Riverside was the right choice.

The brief:

Our challenge was to develop creative that was informational and inspired locals to take action by prioritizing their health and wellbeing. We had to show our target audiences — from student and adult athletes to laborers and older adults in the area — the benefit of having all of their care within the same system.

We needed to convince these locals that, by choosing Riverside, their care would be provided by a team they can trust; a team that works together and treats patients as a whole person.

Choose Riverside

Our creative was designed to inspire our audiences by illustrating the care they’ll receive and the impact it can have in their daily lives. Powerful headlines serve a dual purpose, working as a direct call-to-action and speaking to the benefits of choosing a system over a specialty practice for orthopedic care: choose strength; choose flexibility; choose precision.

Creative and activation

Executions paired optimistic imagery of new surgeons with different segments within our audience — also depicting their challenges and goals — to resonate widely across the communities Riverside Healthcare serves.

Traditional and digital media led directly to a landing page where consumers could find more information about the new physicians and specialty information, news and events, the full continuum of care available at Riverside and how to schedule an orthopedic appointment. Call tracking we enabled helped us measure the campaign’s success in driving audiences to act.

Since the initial launch, we’ve continued adding new media channels to the mix, including TV spots, email and direct mail advertisements, additional print executions and a strategic SEM campaign that we continue to monitor and optimize for efficiency.

Building on success

Since the original launch, Riverside has continued the campaign. We have worked with our client to update copy points and photography to help enhance our messaging and keep the creative fresh and relevant, particularly in light of competitive messaging coming into market. We’ve continually made adjustments to SEM keywords and implemented additional practices for better campaign measurement as the messaging continues to reach — and inspire — audiences through new executions and outlets.

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