The Partner
Naples Comprehensive Health (NCH) is an Advanced Community Health System™ in Southwest Florida, recognized among America’s 50 Best Hospitals and a top provider for both cardiac and orthopedic care. In partnership with Hospital for Special Surgery (HSS)—ranked No. 1 in orthopedics by U.S. News & World Report for over a decade—NCH is set to open HSS at NCH, a world-class orthopedic surgical facility, in Spring 2025. A collaboration that will provide globally recognized care across Florida and beyond.
Opportunity
With the announcement of HSS at NCH in 2023, NCH needed a go-to-market strategy that would build brand awareness and patient engagement ahead of the facility’s 2025 opening. The challenge was to establish a presence in the market and introduce prospective patients to the level of orthopedic care they could expect—without a physical hospital yet in place.
Approach
The Partnership developed and launched a winning go-to-market strategy for Orthopedics Now Walk-In Urgent Care, the region’s first and only orthopedic-specific urgent care provider. This initiative provided NCH with a way to introduce its orthopedic expertise immediately while positioning the upcoming HSS at NCH facility as the future leader in musculoskeletal care. Our integrated marketing, communications, and media strategy focused on:
- Positioning Orthopedics Now as an extension of NCH’s orthopedic expertise, emphasizing its direct connection to the world-class care that would be available at HSS at NCH
- Highlighting consumer-friendly features, such as easy scheduling, walk-in availability, extended hours, and treatment for conditions like sprains, strains, closed fractures, and back and neck pain
- Implementing a robust digital-first approach, leveraging social media, paid search, and targeted digital advertising to connect with patients at key decision-making moments
Impact
- Nearly 65% of patients were new to the NCH system, significantly expanding its reach within the community
- Approximately 13% of urgent care patients converted to surgical procedures within NCH’s existing surgical facilities
