Go To Ortho Healthcare Clinic Launch
I assisted Bell Marketing Group with the launch of a new orthopedic clinic, Go To Ortho. I was responsible for PR, blog posts and social media, as well as assisting with account management, advertising, ordering giveaways, event planning and SEO.
I focused on creating pieces of content that could be promoted and repurposed across multiple channels. Research for PR pitches became the basis for Oregon Sports News columns, blog posts and social media. Google trends, top keywords, SEO best practices and seasonal topics ensured pieces were timely. From an SEO point of view, this research paid off. Blog posts became a major driver of organic and paid website traffic.
Press Coverage
PR results included print and digital pieces in:
Additionally, PR efforts resulted in consistent coverage in the local newspapers Lake Oswego Review and West Linn Tiding, including:
I arranged and wrote guest columns for Oregon Sports News for all four surgeons:
Go To Ortho Blog
I wrote a wide range of content for the blog, including sports posts:
Surgery and healthcare advice:
Seasonal posts:
Social Media
In an increasingly pay-to-play social media landscape, it was important to spend promotional dollars to support key goals. We invested in driving web traffic, while also raising brand awareness and encouraged engagement with the community.
Additionally, a targeted YouTube video discovery campaign drove traffic to the promotional video and Top Doctor video resulting in 6,000 views and 2,000 reviews respectively.
I focused on creating pieces of content that could be promoted and repurposed across multiple channels. Research for PR pitches became the basis for Oregon Sports News columns, blog posts and social media. Google trends, top keywords, SEO best practices and seasonal topics ensured pieces were timely. From an SEO point of view, this research paid off. Blog posts became a major driver of organic and paid website traffic.
Press Coverage
PR results included print and digital pieces in:
- Portland Business Journal
- PDX Parent
- Brit + Co national lifestyle website
- Red Tricycle national parenting website
- The Rheumatologist
- Becker’s Hospital Review trade website
- “Orthopedic Surgeons to Know” articles in Becker’s Spine Review for Dr. Britton Frome, Dr. Amer Mirza and Dr. Corey Vande Zandschulp.
Additionally, PR efforts resulted in consistent coverage in the local newspapers Lake Oswego Review and West Linn Tiding, including:
- How to Treat Kids' Sports Injuries
- Take Steps to Prevent Sports Injuries
- Injured Outdoors? 911 may not be Able to Help (also featured on Portland Tribune’s homepage)
- Four at Go To Ortho Get Top Doctor Awards
- Go To Ortho Opens in Lake Oswego
I arranged and wrote guest columns for Oregon Sports News for all four surgeons:
Go To Ortho Blog
I wrote a wide range of content for the blog, including sports posts:
- Best Stretches and Rotator Cuff Exercises to Prevent Injury
- Eight Ways to Keep Your Edge and Prevent Injury Skiing or Snowboarding
- Golf’s Most Common Injuries and How to Prevent Them
- How to Prevent and Treat Six Common Tennis Injuries
Surgery and healthcare advice:
- A Doctor's Advice: Alternatives to Surgery
- Q&A With Top Oregon Workers' Compensation Lawyer, Lauren Oda
- New Advancements in Knee Surgery Offer Options to Stop Knee Pain
- Are Your Tech Habits Causing Carpal Tunnel Syndrome?
- Can You Prevent Arthritis?
- Ouch, That Hurts! Time to Decide How to Treat That Injury
- You Have Options for Knee Pain
Seasonal posts:
- Snow in the Forecast? Six Tips for Driving in the Snow
- Getting Outdoors? Eight Unexpected Items Doctors Recommend You Take in Your Backpack
- Get a Free Safety Light to Prevent Injuries This Halloween From Go To Ortho
- Seven Safety Tips to Survive Christmas
Social Media
In an increasingly pay-to-play social media landscape, it was important to spend promotional dollars to support key goals. We invested in driving web traffic, while also raising brand awareness and encouraged engagement with the community.
Additionally, a targeted YouTube video discovery campaign drove traffic to the promotional video and Top Doctor video resulting in 6,000 views and 2,000 reviews respectively.
Howl at the Moon Event
One of the most memorable projects I coordinated for Go To Ortho was a Howl at the Moon sponsorship and booth. I worked with our designer to create "photobooth frames" as a unique way to interact with people doing this muddy fun run. My team took photos of participants and posted them on the Go To Ortho Facebook and Instagram pages. We handed out flyers letting people know where they could find their photos (and follow us on social media). I also set up an evaluation process to provide a way to gauge ROI. In total we took 91 photos and had 20 "high value interactions" with participants. The fun continued online as people liked and shared their pics. Altogether it was an effective community event.
"Jenny is a great person to work with. She is extremely reliable, resourceful, and someone I could count on to manage my clients in my absence. She is a skilled writer with a strong ability to look for a larger strategy for work rather than just complete tasks."
Suzanne Bell
Owner of Bell Marketing Group
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