Branding & Awareness Campaign

UBMD Orthopaedics & Sports Medicine

For more than a decade, JFG has served as the trusted marketing partner for UBMD Orthopaedics & Sports Medicine (UBMDOSM), the largest orthopaedics group in Western New York. During that time, UBMDOSM has grown from 20 physicians to 48 physicians, and the practice is still expanding, with its physicians serving as the official team doctors for the Buffalo Bills, Buffalo Sabres, Buffalo Bandits, Rochester Americans and several collegiate teams.

Although UBMDOSM has long been recognized by both the medical community and patients for its expertise, the group needed a strong brand message that positioned them firmly as the leading orthopaedics experts in Western New York, even among increasing health care options and competition.


  • Traditional Media Advertising
  • Google Ads
  • Meta Ads
  • Organic & Paid Social Media
  • Website Development & Maintenance
  • Print Brochures, Mailers & In-Office Materials
  • Community Engagement Promotions (Buffalo Bills & Sabres Jersey Giveaways, etc.)
  • Patient Feedback Surveys


JFG helped solidify UBMDOSM as Western New York’s premier orthopaedic group for treating bones, joints, muscles, concussions and more, communicating their commitment to serving patients with excellence and improving lives through comprehensive care.

Expertise was always at the center of the work UBMDOSM was doing, which led JFG to develop the overarching brand message, “Expertise is Everything,” with a supporting message, “The Best At Making You Better.” Referring to highly specialized, fellowship-trained physicians, as well as continuously superior patient outcomes, this value proposition is what both patients and referring physicians can relate to, persuading them to seek UBMDOSM for expert care.

This unified brand messaging continues to be used in all ongoing marketing initiatives across traditional and digital media, website content, print collateral and more, elevating the perception of UBMDOSM across the Western New York community.


Since partnering with JFG, UBMDOSM has seen awareness, engagement and lead-generation metrics increase consistently year over year, constantly performing well above health care industry averages.


Increase in Appointment Requests on Website Year-Over-Year


Increase in Organic Traffic Year-Over-Year


Increase in Leads from Google Ads Year-Over-Year


Increase in Average Social Media Engagement Year-Over-Year