14 RADIOINK•COM AUGUST 12, 2019
Being part of a community for half a
century is quite an accomplishment for
a medical clinic. The name becomes
ingrained. So how do you change the
name without losing patients? Stevens
Point Orthopedic Administrator Shane
Melenbacker, with the help of Midwest
Communications Group’s stations in
Wausau, Wisconsin, turned to radio to get
the word out.Radio Ink: Tell us about Stevens Point
Orthopedics.
Melenbacker: We’ve been in the com-
munity for about 50 years under the
name Klasinski Clinic. For quite a while,we were the only orthopedic clinic in the
community. The local hospital started
a clinic, but earlier this year all of the
physicians of that clinic left and joined
us. So we are once again the only ortho-
pedic group in the community.
Some other groups come in on occa-
sion to do some outreach stuff, but we
are invested in the community, and it is
our goal to serve the community abso-
lutely the best we can.
Professional Research Consultants, a
group that surveys patients for feedback
on services, has given us a five-star rat-
ing over the past three years.Radio Ink: What makes radio a good fit
for you?
Melenbacker: The clinic had been using
radio for a little while — not to the
extent that we have been lately. We like
it because you can get a message out
clearly and quite quickly to a wide audi-
ence. When we rebranded, we really hit
radio hard. I must say, that was probably
the smartest thing we did.
It really resonated with the community.
We explained why we were rebranding,
and we were able to talk about the new
physicians coming to the clinic. Most
people were made aware of the rebrand
through radio and social media. We did aBy Rob Dumke
Radio + Rebranding
= Success For
This Wisconsin
Orthopedic Clinic!
Stevens Point Orthopedics