THE CHALLENGE
Summit Orthopedics, a leading orthopedic group in the Minneapolis-Saint Paul region, built its growth on its reputation for excellence, relying heavily on a word of mouth approach. However, as competition intensified and the market became more noisy, the group faced a critical challenge: revitalizing its brand to maintain its edge.
HUMAN-CENTERED SOLUTION
To address this challenge, we collaborated closely with the physician-owned and -led independent orthopedic practice, applying our human-centered branding process. The outcome was the development of a comprehensive brand and awareness initiative anchored by the impactful positioning line—life. at your summit. This line perfectly encapsulated Summit’s patient-centric focus and its commitment to empowering patients and improving their quality of life.
IMPACT
The new branding and accompanying campaign resonated deeply with diverse audiences, from internal stakeholders to people seeking quality care. Since the consumer campaign launched in January 2024, Summit Orthopedics has seen a 51.14% increase in patient volumes in the targeted Twin Cities West Metro area.
