Brand / Digital Marketing / Collateral / Advertising

Brand / Digital Marketing / Collateral / Advertising

Ortho Rhode Island – South County Orthopedics is a unique, Rhode Island-based practice providing orthopedic, sports medicine and physical therapy all under one name.

With a solid reputation and expansion plans in mind, SCO originally approached North Star in 2012 in need of a marketing plan and a partner. We learned that in the past, their marketing efforts had been “scattered” and didn’t provide them with the results they were hoping and looking for.

North Star began our relationship with South County Orthopedics by first taking them through a branding exercise (an exercise that involved seven doctors, the heads of therapy and sports performance and the practice administrator…oh and it was at 6:30 a.m.). This exercise was a crucial step that provided the foundation for all brand communications going forward. As a result of the branding, South County Orthopedics’ tagline was born—“Making You Better.”

A Website Where People are Front and Center

One of the important outcomes of the brand exercise we conducted with the practice doctors was to establish a robust, useful and unique web presence where the team can not only provide their patients and prospective patients the resources they need for their health and wellness, but to also have a chance to showcase the individual personalities of the doctors through their own profile pages.

View Completed Site

What We Did

Since the branding in 2012, we have continued in our partnership with South County Orthopedics and set them on the path for achieving their practice goals. We’ve completely redesigned their website, positioned the doctors as the approachable and caring experts they are, developed new collateral and other internal communication tools, aligned them with prominent sponsorship opportunities, sparked guerilla marketing giveaways, created print advertisement campaigns, established an event presence, coordinated radio advertising, branded their office spaces and helped get the word out for their recent expansion with a specialized Sports Medicine Center.

South County Orthopedics also approached us when they made the decision to combine their practice with two others in the state, to become Ortho Rhode Island – the largest privately-run orthopedic practice in the state. For that momentous move, North Star helped them with PR support, new co-branding, strategic planning and a market outreach strategy, 

Branded Collateral

Service Rack Cards

Doctor Sell Sheets

Print Advertisements


  • Increase in patient appointments through the website since its launch
  • The doctors and staff are proud of the new brand and tagline
  • The East Greenwich, RI office expansion has been a tremendous success
  • Each year the team follows a plan that unifies all toward the same goal, and the doctors know what marketing is coming up

"South County Orthopedics has enjoyed working with NSM for almost four years now and greatly appreciates the new directions in which they have taken our marketing. From the development of a fresh plan, with a new tag line and redesign of our website and collateral material, the overarching theme they brought to us has been carried throughout all of the efforts to bring our message to potential patients not only in our current geographic area, but to new areas in the state as well. NSM is always eager and willing to present and implement new ideas and we are glad to have them on our side as we continue to grow."

Dan LabradorSouth County Orthopedics Practice Administrator