![]() OrthoCarolina’s approach goes directly to potential patients.ĭemographics : With so many newcomers in Charlotte, Primis believes OrthoCarolina needs to be out in the community constantly and not just rely on having a strong, well-established brand. The strategy he has pioneered taps into many of the changes afoot in marketing and consumer preferences:Ĭustomer source : Traditionally, customers come from referrals. Primis joined 10 years ago after stints in marketing at McDonald’s and at an agency. ![]() It was formed in 2005, with the merger of Charlotte Orthopedic Specialists and Miller Orthopaedic Clinic. OrthoCarolina, the third-largest private orthopedic practice in the country, has 150 doctors at 30 locations between Winston-Salem and Charlotte. His marketing team consists of five people. Primis declined to disclose OrthoCarolina’s marketing budget, other than to say it’s about 1% of the company’s revenue. If I have an article that got into their news feed about why yoga is good for your lower back, or talking about what proper shoes you should wear, or that we are supporting a community walk effort in FreeMoreWest … it becomes much more appropriate for us to be part of their world than making them be part of ours. Since they don’t, I need to be relevant in their world. I wonder what’s going on in orthopedics today? Let me just check out .” No one does that. Nobody woke up this morning who feels good and is like, “Let me see what’s going in the news. The key, he says, is reaching potential future customers and “being relevant in their lives.”Īs Primis elaborated on a recent podcast : “We are a part of so many things,” Primis explains. He’s also credited with helping many of Charlotte’s new-media startups get off the ground. But Blair Primis, the company’s senior vice president of marketing and talent management, tells The Ledger that the company’s approach reaches millennials and others where they actually are and builds long-term goodwill. ![]() It’s a strategy that’s not risk-free, because it is unusual for Charlotte, and the company exercises no control of messages emanating from its many partners. Instead of paying for clicks or promoting its own corporate content, OrthoCarolina is spreading money around to 125 different organizations in the area and hoping to become top of mind when you inevitably twist your ankle, tear your meniscus or dislocate your shoulder. Like almost no other company in the Charlotte region, OrthoCarolina has embraced a strategy far different than the traditional TV and newspaper ads and boosted social media posts that are staples of usual marketing. If you read local digital media, go to local sporting events or listen to local podcasts, you’ve probably heard the name of OrthoCarolina, the big Charlotte-based orthopedic practice.Īnd that’s just how OrthoCarolina wants it. ![]()
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