Lakeshore Bone & Joint Institute

Building A Market-Leading Orthopedic Brand In Northwest Indiana

overview

Lakeshore Bone & Joint Institute (LBJI) is the largest orthopedic practice in Northwest Indiana, with more than 25 doctors and six locations. Since 2021, The Barbauld Agency has partnered with LBJI to modernize their marketing efforts, raise brand awareness, and attract new patients. Our ongoing work spans strategy, creative development, content production, and multichannel campaigns.

LBJI’s services encompass orthopedic trauma, joint replacement, sports medicine, and additional specialties. However, the practice was often overlooked due to outdated branding, limited digital presence, and strong competition from Chicago-based orthopedic groups. Our goal was to help LBJI take control of its narrative and communicate its expertise, accessibility, and community roots.

objectives

Improve overall brand awareness in Northwest Indiana
Increase patient traffic and direct bookings
Reinforce trust in local expertise versus out-of-region competition

services provided

Market Research & Insights

We conducted two surveys:

An internal employee survey gathered insights into staff perception, brand personality, and patient experience to align messaging internally and externally.
A brand awareness survey across Porter, Lake, and LaPorte Counties revealed a significant opportunity for further growth. Only 25% could name LBJI when asked about top-of-mind orthopedic care in the tri-county area. Additionally, almost two-thirds of respondents associated orthopedic care with “bone” and “foot,” suggesting a narrow perspective on what this specialty treats.

Photography & Branding Assets

Doctor Headshots and OR photography provided professional, authentic visuals across all platforms.
Coordinated shoots included video and stills for ads, signage, and social media.

Market Research & Insights

We developed a comprehensive, integrated marketing strategy that aligned all messaging, media, and creative efforts under a unified approach. At the foundation of this strategy was a data-driven framework built around detailed audience personas and health behaviors. Using client-provided data, market research, and demographic insights, we created three core personas that reflected the motivations, barriers, and lifestyle choices of LBJI’s target patients. This framework guided everything from content creation and ad targeting to channel selection and patient engagement tactics, ensuring that all marketing efforts were relevant, resonant, and results-oriented.

Digital & Traditional Media

A billboard on a major interstate featuring an operating room image for impact
Digital radio and traditional radio, including ESPN 1000, highlighted physician expertise and included DJ endorsements
30-second TV ads ran on Channel 7 and Hulu featuring LBJI physicians speaking directly to the audience about the comprehensive care they offered.
Display & social ads targeted users in high-risk, accident-prone zones (e.g., skate parks, pickleball courts)

Community Engagement

LBJI is the primary sports medicine provider for Valparaiso University and is continually involved in supporting student athletics. One standout marketing initiative was the “Shoot for $10K” half-court shot contest, run with Valparaiso University and IUN, which boosted community presence and visibility on ESPN broadcasts.

Internal Communication & Patient Touchpoints

Rater8 feedback platform implementation to streamline reviews and build reputation

In-office TV content, internal signage, and phone tree scripts ensured brand consistency across all patient touchpoints

Waiting room renderings helped visualize branding consistency for planned office upgrades

Email newsletters provided timely updates on services and doctors, with measurable engagement

results

Significant improvements in brand recognition—aided by social engagement, community partnerships, and expanded digital presence
High-performing ad metrics, consistently beating industry standards in cost-per-click, click-through rates, and engagement
Stronger online reputation from automated patient reviews and feedback
Strategic reinvestment in physician-centered branding showed measurable success in clicks and conversions

Key Takeaways

Local personality matters – Highlighting physicians and their hometowns built trust and drove better ad performance than general messaging

Flexibility and testing are critical – Quickly identifying underperforming creative and reverting to proven campaigns to maximize ROI

Integrated communication improves the patient experience – From phone scripts to waiting room TVs, every detail contributed to a consistent, professional brand experience

Community presence pays off – Sponsorships and partnerships with local universities and sports events helped solidify LBJI’s standing as the local leader in orthopedic care