Creating a Medical Authority: Brand Positioning for Dual-Specialty Orthopedic Practice
The Challenge
Dr. Miguel Angel González Reyes, an orthopedic specialist in Bogotá, Colombia, needed to establish and position his professional brand around two distinct specialties: knee surgery and geriatric orthopedics (focusing on osteoporosis, arthrosis, and sarcopenia). Starting in January 2023, Dr. González faced several critical challenges:
- Developing a cohesive brand identity that encompassed both specialty areas
- Creating awareness for his expertise in the prevention and treatment of age-related orthopedic conditions
- Building a digital presence from scratch across multiple platforms
- Establishing himself as a thought leader in a competitive medical market
- Connecting with two distinct patient demographics while maintaining a unified brand voice
The Solution
As the Healthcare Communications Consultant for Dr. González, I implemented a comprehensive brand creation and positioning strategy:
- Brand Foundation Development:
- Created a distinctive brand identity, including key messaging pillars for both specialties
- Conducted extensive market research and competitor benchmark analysis
- Developed specialized keywords and SEO strategy for each practice area
- Established a consistent voice that balanced medical authority with approachability
- Strategic Content Creation:
- Produced monthly “macro content” pieces serving as foundational material for multiple channels
- Developed over 20 specialized blog articles addressing both knee conditions and geriatric orthopedic concerns
- Created and managed a LinkedIn newsletter series (11 articles) focused on professional insights and medical education
- Transformed complex medical concepts into engaging, patient-friendly explanations for both specialties
- Multi-Channel Implementation:
- Coordinated with the marketing partners to ensure cohesive execution across platforms
- Built social media presence with strategic content calendars covering both areas of expertise
- Developed targeted email marketing campaigns for different patient segments
- Media Relations and Publicity:
- Identified media opportunities to showcase Dr. González’s dual expertise
- Prepared talking points and supporting materials for media appearances
- Coordinated interview scheduling and content preparation
- Leveraged media appearances to reinforce brand positioning
Results
My brand creation and positioning consultancy generated significant outcomes for Dr. González’s practice:
- 📱 Built social media profiles from 0 to over 2,000 followers across platforms
- 📝 Created over 20 high-quality blog articles, establishing thought leadership in both specialties
- 🔗 Developed LinkedIn newsletter reaching 400+ followers with professional medical insights
- 📧 Established email marketing program with 2,000+ subscribers receiving targeted health information
- 🏆 Achieved Top 10 Google search ranking for key orthopedic services in Bogotá
- 📈 15% increase in private consultations directly attributed to brand positioning efforts
- 📺 10+ media appearances on television, radio, and internet programs since the start of the consultancy
- 🔍 Transformed complex orthopedic topics into accessible patient education materials
Services
Healthcare professional brand identity development and positioning strategy
Medical content creation and adaptation for multiple audiences
Multi-platform digital presence establishment and management
Media relations and publicity coordination
Complex medical information translation and simplification
Cross-functional team leadership between clinical and marketing professionals
Data-driven content optimization for patient engagement
See more
Visit Dr. González Reyes website, YouTube channel, LinkedIn newsletter, and Instagram account.
Related Projects
Hair Health Clinic Launch – Capimedix
Copywriting for a marketing campaign developed by Room4 Media to create awareness and promote the services of Capimedix, a hair implantation and health treatment Clinic in Neiva, Colombia.
Walk-In Clinic – DaVinci Health
Copywriting for a marketing campaign developed by Room4 Media to create awareness and promote the services of DaVinci Health’s Walk-In Clinic in Malta.
Cardiology Awareness Campaign – DaVinci Health
Copywriting for a marketing campaign developed by Room4 Media to create awareness and promote the screening and medical care of hearts diseases of DaVinci Health, a private Clinic in Malta.