The Challenge

When OrthoLoneStar reached out to us, they were a newly formed orthopedic supergroup with six divisions across Texas and no social media presence to speak of. The ask was to build one from scratch, in a way that unified six distinct locations under one cohesive brand without erasing what made each division its own. Social and the website would be their only marketing engines. There was no paid amplification, no existing content library, and no dedicated production budget for ongoing shoots. The challenge was to build something that felt like a brand, not a bulletin board, for a multi-location healthcare organization starting from zero.

The Approach

We started by building a brand framework flexible enough to stretch across six divisions while staying visually and tonally consistent. Each location had its own culture and patient community, and the content needed to honor that while making clear that OrthoLoneStar was one cohesive organization with shared values.

For most of the engagement, we worked with whatever assets were available. When the time came for dedicated photography, we executed one statewide production, visiting each division across Texas, and made sure every frame would work across multiple formats, seasons, and platforms. That single investment became the backbone of the content library for years.

The content strategy was rooted in what this audience actually needed: trusted health education, physician spotlights, and community moments that made each division feel accessible and authentic. We published consistently across Facebook, Instagram, and LinkedIn, building a rhythm that patients could count on.

We also created programming that gave all six divisions a reason to show up together. The annual Halloween costume contest became one of the most anticipated moments on the calendar. Teams at each location would dress up, submit photos, and compete for community votes. What started as a simple idea became a genuine culture-builder: staff felt connected across locations, patients got involved, and the content it generated was some of the most authentic of the year.

The Results

Quarter over quarter, performance grew consistently on entirely organic reach through our engagement together. Our most recent quarter performance included:

• 66% increase in post impressions quarter-over-quarter
• 96% lift in total engagements
• 340% increase in post shares
• 92.7% growth in post reactions and likes
• 7% average engagement rate, sustained as the audience grew

A new supergroup with no social presence became a recognizable brand across Texas, one that patients knew, trusted, and returned to. Seven divisions. One voice. Zero paid spend.