Shepherd Center needed to capture the attention of time-crunched physicians to position itself as a thought-leader and a center for cutting-edge practice in the industry. One of the rehabilitation hospital’s key target markets was that of trauma physicians and their staff, who provide a majority of the referrals to the hospital. The hospital was also looking to engage a larger national audience, as it looked to move up in the rankings of the top rehabilitation hospitals by U.S. News and World Report, which is based solely on reputation from specialists surveyed.