Resurgens Orthopaedics became the second largest orthopaedic practice in the nation (95 physicians, 20 locations, six surgery centers) by providing compassionate, state-of-the-art care and earning an excellent reputation among referring physicians in the communities it serves. The Resurgens marketing department was equally successful in generating self-referrals through focused, local marketing campaigns.

Still, the Resurgens leadership and marketing team believed additional opportunities existed to raise the practice’s profile and gain market share.

Lenz began by conducting quantitative market research and determined that Resurgens’s perceptions were largely accurate. While existing patients and referrers recognized the practice as the leading private orthopaedic physician group in Atlanta, there were still opportunities to increase Resurgens’s name recognition among the general public.

The Lenz solution was an integrated campaign as big as the practice itself. The RESURGENIZE! campaign was developed to generate attention, emphasize the practice name, and drive patients and their families to the practice web site.

The advertisements ran on Atlanta’s leading television and radio stations and were supported by PR and social campaigns that celebrated Resurgens patients who epitomized the RESURGENIZE! mantra: “Restore your health. Energize your life. Get back in motion.”

Market research also revealed that being a large practice was advantageous for Resurgens, so “Georgia’s Largest Orthopaedic Practice” was integrated into all appropriate messaging.

After 12 months, the results spoke for themselves. Resurgens web site visitation reached unseen heights, and the site was generating significantly more new patient appointment requests than ever before.

Opportunity: Increase Resurgens’s brand awareness in the community to match its stellar reputation among existing patients and referring physicians.

Lenz Plan: Drive consumer awareness of the brand by conceiving the RESURGENIZE! campaign and drilling “Georgia’s Largest” into the community’s mind.

Lenz results: Dramatic increase in web site visitors and online new patient appointment requests.