Launching a Specialized Rehab Clinic in a New Market

How Identity helped one physical therapy company stand out in a dense medical marketplace.

Our Approach

The Recovery Project, a unique independent physical therapy clinic that serves people with spinal cord injuries, traumatic brain injuries, neurological disorders and other moderate to severe conditions, had maintained a small presence on the east side of metro Detroit, in Macomb Township, for several years.

However, in Spring 2015, the clinic was ready to expand its presence and amp up its services by moving to a newer, larger clinic in Clinton Township that was closer to other medical facilities and hospitals. While the company had been in the community for several years and had steadily grown its client base, leadership did not believe the community was strongly aware of The Recovery Project’s local presence. The Recovery Project team engaged Identity to build buzz for the new clinic regionally and raise awareness among key community leaders and families in Macomb County and beyond.

Recognizing an opportunity to leverage The Recovery Project’s compelling founding story in conjunction with the new clinic opening, Identity executed a multifaceted, strategic media relations and event management campaign that launched with a ribbon cutting ceremony at the clinic. Identity secured Clinton Township and Macomb County dignitaries to attend. The event received a great turn out, and led to an extensive grand opening media feature that aired on Clinton Township’s cable access station for one month, thus directly reaching the clinic’s new hyper-local target audience.

Identity also connected co-founders Charlie Parkhill and Polly Swingle with key reporters in the region to share their inspiring story and mission. These conversations resulted in a high-profile feature in the Macomb Daily and an extensive front-page story in The Detroit News. Both pieces showcased the company’s differentiators and highlighted the grand opening among the audiences it most needed to reach.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Event Strategy & Media Management
    • Community Relations


  • 1front-page story in The Detroit News
  • 40K+ newspapers delivered featuring an in-depth profile in The Macomb Daily
  • 30days of exposure on the Clinton Township Public Access TV station