LBJI Urgent Care
Marketing Results
Raising Awareness And Patient Volume Through Multi-Channel Strategy
overview
Lakeshore Bone & Joint Institute (LBJI) is Northwest Indiana’s largest orthopedic practice, with 25+ doctors and six locations. In 2021, LBJI partnered with The Barbauld Agency to promote its growing network of urgent care centers, which serve as entry points into the broader orthopedic practice. While LBJI had a strong reputation locally, it lacked brand awareness for its urgent care services and was being outspent and overshadowed by local competitors and practices in nearby Chicago.
Our campaign sought to change that—positioning LBJI Urgent Care as a faster, more specialized alternative to emergency rooms and a trusted local choice compared to Chicagoland practices.
objectives/ GOALS
The primary goal: Increase patient traffic to LBJI’s urgent care centers
services
We launched and managed a fully integrated marketing strategy from
January 2023 to July 2024 (and is ongoing).
Benefits: Campaign messaging focused on the features and benefits of the urgent care centers including:
1. Visits billed as an office visit
2. No emergency fee
3. Evening and weekend hours
4. Walk-in, no appointment needed
Campaign Elements
Digital Billboards
near existing and new urgent care centers
Direct Mail
to 25,000 households with a removable magnet promoting urgent care access
display ads
targeting users at accident-prone locations (e.g., pickleball courts, trails) with foot traffic attribution
PPC Ads
focused on “walk-in orthopedic care” search intent
Facebook Ads
segmented by county
OTT/CTV Video Ads
highlighting urgent care benefits over ER visits and access for sports injuries
website microsite
dedicated to urgent care services
results: Performance Highlights (2023–2024):
+24% increase in urgent care patient volume from 2022 to 2023
10–15% projected growth for 2024
CTR: 1.51%
CPC: $0.47
(Wordstream, 2024)
General Urgent Care: 97.39% Video Completion Rate
Kids & Athletes Focus: 94.65% Video Completion Rate
CTR: 24.98% (industry avg: 6.73%)
CPC: $0.56 (industry avg: $4.76)
Conversion Rate: 15.07% (industry avg: 11.08%)
Cost per Conversion: $3.71 (industry avg: $59.74)
Key Takeaways & Lessons Learned
Integrated Campaigns Drive Real Results
A mix of digital, traditional, and localized marketing ensured maximum visibility and measurable ROI, even on a modest 2% budget.
EDUCATION WAS KEY
Many in the community didn’t understand what urgent orthopedic care entailed. We clarified the offering while positioning LBJI as approachable and expert-driven.
conclusion
The LBJI Urgent Care campaign is a strong example of how localized, persona-based marketing can overcome budget limitations and competitive pressure. With a cohesive message and precise targeting, we helped LBJI claim its space as the leading orthopedic urgent care provider in Northwest Indiana.