MaineOrtho, formerly Maine Orthopaedic Center, first engaged Clement Creative to help the practice distinguish itself from its chief competitor. In addition to developing the new name and logo, the Clement Creative team also introduced a new tag line, “Personal attention. Expert orthopaedic care.” The line and all subsequent communications leverage the existing perception that MaineOrtho’s experts are very approachable, very accessible and naturally establish a rapport of genuine caring for their patients.
After shooting new photography of the partners that helps reinforce the position, Clement Creative built a web site and produced a brochure and other collateral materials to launch the new brand.
The practice subsequently made a strategic business decision to organize around specialties rather than each surgeon’s broad experience. The resulting newspaper ad campaign manages to reflect the focus on specialization while maintaining the established brand position.