Case study

Client since 2017

Dramatic shift in strategy and design improves lead generation

TBH Creative and OrthoIndy’s partnership began with a bold plan to create a modern, completely refreshed website for people seeking comprehensive bone, joint, spine, and muscle care.

Within the first 90 days after launching their new site, OrthoIndy saw an 80% increase in appointment requests. We also began collaborating on new strategic digital marketing projects, including fully-integrated campaigns featuring inbound assets, paid ads, SEO, and more. TBH also provides ongoing support, serving as an extension of their internal team and helping out when they have a demanding workload or gaps in expertise.

Marketing goals—

  • Drive growth in patient leads and nurture existing patients
  • Define a flexible marketing strategy to reach target audiences and promote prioritized service lines
  • Develop a reporting structure to track and demonstrate marketing results for each tactic down to the contact, patient, and surgery level
  • Show year-over-year growth based on marketing activities

4x Gold Aster Award Winner

Tell us about your project.

How do you stand out in a crowded market?


OrthoIndy provides many services, including exceptional cutting-edge spine care. Although widely known as the place to go for joint pain and sports injuries, many people in the community weren’t aware that back care was also one of OrthoIndy’s areas of expertise. And, it didn’t help that the amount of local competition—including practices with the word “spine” in their names—was rising.

To improve brand awareness, OrthoIndy needed an integrated campaign to reach patients needing back surgery. The success measure of this campaign wasn’t just increasing recognition but also growing trackable surgeries from marketing initiatives by 50%.

Sample of results, content, and artwork for OrthoIndy spine campaign


TBH Creative researched the competition, talked to patients, and interviewed providers and stakeholders. Since it was essential to stand out, the theme “this is your way back” was created. While other practices promoted their campaigns with doctor-centric visuals and messages, we wanted to speak straight to the audience. The goal was to poke fun at some of the crazy (yet common) things that people with back pain might do to find relief—like mustard baths and goat yoga sessions—before seeing a physician. 

In addition to preparing the campaign theme, TBH also developed other supportive paid advertising campaigns to reach bottom-funnel surgery patients and created different touchpoints for those patients who need more nurturing before making appointments.


  • Brand/theme/messaging
  • Reporting and conversion tracking
  • Paid advertising strategies
  • Commercial concept and art direction
  • Inbound campaign (Minimally Invasive Spine Surgery) - 2022 Gold Aster Award
  • Radio
  • Print collateral
OrthoIndy spine campaign theme
OrthoIndy back pain relief Facebook carousel ad
OrthoIndy spince care Facebook carousel ad
OrthoIndy provider detail page on mobile device
Spine illustration with color gradient

How do you help patients and earn their trust?


It’s not uncommon for people to live with discomfort for a long time, hoping their aches will disappear. These potential patients often search for alternatives to surgery during their long “consideration” timeline before making an appointment with a specialist. Knowing this behavior is typical, our marketing efforts focused on producing campaign assets designed to build trust.

TBH Creative helped develop OrthoIndy’s robust collection of nurturing content guides, workflows, and marketing automation to support these potential patients and boost awareness.

OrthoIndy Facebook Ad – chronic back pain
OrthoIndy Facebook Ad – injury
OrthoIndy Facebook Ad – hand, wrist, and elbow
OrthoIndy Facebook Ad – total joint replacement
OrthoIndy Facebook Ad – hip pain
OrthoIndy Facebook Ad – spine
OrthoIndy Facebook Ad – sports injuries
OrthoIndy Facebook Ad – hip and knee replacements
Sample of OrthoIndy resource guides and email nurturing


Over several years, TBH Creative helped OrthoIndy construct a library of digital educational resources (e.g., blog articles, pillar page guides, automated emails, infographics, checklists, worksheets, and more). Each campaign and asset was created to help the patient and build authority for OrthoIndy.

OrthoIndy physicians page tablet preview

How do you demonstrate market leadership on a website?


When OrthoIndy reached out to us for help with their website, they were in trouble. Their website had been recently redesigned, yet it was unfinished by the partner they selected. The site’s search functionality was broken, and its navigation was loaded with complex medical jargon, making wayfinding nearly impossible. On top of that, its design was lackluster.

Knowing that their site was in bad shape (not to mention costing the practice in terms of brand reputation and leads daily), TBH Creative set forth to execute a completely new design and structure.


TBH Creative’s work on the project included restructuring the architecture to use more patient-centered labeling in the navigation. We also created an entirely new site design and introduced a palette of vibrant colors to their visual identity, chosen specifically to help get the attention of their target audience. Additionally, we built new functionality for the site’s location listings, physician directory, and resources.


  • Launched project on time and on budget
  • ↑ 80% appointment request increase within 90 days after website launch
  • Gold Aster Award (Healthcare Blog)
OrthoIndy mobile website homepage preview
OrthoIndy homepage desktop preview
OrthoIndy specialties web page
OrthoIndy physician web page
OrthoIndy specialty web page
OrthoIndy resources web page
OrthoIndy appointment form web page


675 new contacts

within 10 months after campaign launch

Inbound marketing attracts customers from target audience

80% appointment requests

within 90 days after website launch

Website redesign simplifies appointment scheduling and improves patient satisfaction

311 new patients

within first year of paid advertising

Pay-per-click and display campaigns help drive conversions

  • “TBH Creative has been a tremendous partner through good times and challenging ones. We can rely on their expertise to help us in many ways, including technical skills, creativity, and analytics.”

    Anthony Gioia
    Anthony Gioia, Chief Financial Officer
  • “TBH Creative is such a great company to work with for web based solutions. They didn’t just design a pretty website (and they did design a beautiful site). TBH got to know our business and goals, and they helped build a strategy to ensure that our website was another marketing tool to help us gain customers and build relationships. I have worked with a lot of web vendors over the years, and no one compares to TBH.”

    Kasey Prickel
    Kasey Prickel, Former Director of Marketing

About OrthoIndy

OrthoIndy is one of the most highly-respected orthopedic practices in the Midwest, providing leading-edge bone, joint, spine, and muscle care from multiple locations throughout central Indiana.