Healthcare
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Reconstructive surgery · Multi-state network
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Brand · Performance media · Paid social
The Institute for Advanced Reconstruction is the go-to center for complex reconstructive cases that other practices send out. Eighty surgeons across 25 locations in seven states, with a program that treats more than fifty conditions, including nerve and paralysis work rarely performed anywhere else. ARSNL has run the integrated brand and performance media programfor IFAR since 2024 — programmatic and out-of-home as awareness drivers, complex performance media at the conversion layer, paid social across the funnel, and physician referral support behind it. The number that matters is 6× ROAS, tied to billings.
Client
The Institute for Advanced Reconstruction (IFAR)
Footprint
80+ surgeons, 25 locations across NJ, NY, TX, FL, PA, OH, LA
Scope
Brand campaigns (OOH, programmatic awareness), performance media, paid social, physician referral support — since 2024
Category
Reconstructive surgery · Multi-sub-specialty
The brief
IFAR is positioned at the top of the reconstructive surgery category — a network of surgeons taking on the cases other centers refer out. Nerve reconstruction. Brachial plexus. Facial paralysis. Limb salvage. Complex breast and post-cancer reconstruction. The clinical capability is real. The marketing problem is that patients searching for these procedures don't always know IFAR exists, and the practices that can refer to them don't always know the full breadth of what IFAR treats.
The brief was an integrated program that does two jobs at once: build the IFAR brand at the awareness layer, where most reconstructive demand still gets shaped, and convert it at the performance layer, where the search and social behavior for fifty-plus distinct conditions has to be modeled, bid against, and measured to booked consults.
What we did
ARSNL has been IFAR's media partner since 2024. The program runs across four layers, with one measurement framework underneath.
- Brand campaigns — OOH and programmatic awareness. Billboard and digital out-of-home in the network's core markets, paired with programmatic awareness placements that carry the IFAR identity into the channels patients and referring physicians spend their time in. The brand layer feeds the funnel that performance media closes.
- Performance media. Search, programmatic, and demand-gen tuned to the complexity of the IFAR procedure mix — fifty-plus conditions across nine care categories, each with its own search behavior, intent signals, and competitive set. Campaign architecture mapped to procedure, not just to channel.
- Paid social. Meta and adjacent platforms running across awareness, consideration, and conversion — creative built around procedure stories and patient outcomes, segmented by audience and condition.
- Physician referral support. Media and creative supporting the referring-physician relationship — the channel that brings IFAR a meaningful share of its most complex cases.
- Measurement framework. Channel performance reported to booked consults and tied through to commercial billings. The number that gets reported up is the number that ties to revenue.
Selected work
Brand · Out-of-home
Billboards that build the category.
Out-of-home creative across IFAR's network markets — building name recognition for a category most patients don't know to search for by brand.
Media · Performance
Performance media across fifty-plus conditions.
Campaign architecture mapped to procedure, not just channel — search, programmatic, and demand-gen tuned to the way patients actually look for reconstructive care.
Social · Paid
Paid social that carries the brand and closes the lead.
Meta and adjacent platforms running across the funnel — procedure stories at the top, consult conversion at the bottom, measured to the same framework.
The results
6×
Blended ROAS across the network's patient acquisition spend.
80+
Surgeons across 25 locations, served by one integrated marketing program.
50+
Distinct conditions and procedures inside the performance media architecture.
Why it worked
Reconstructive demand doesn't get made at the bottom of the funnel. By the time a patient with a complex nerve condition or post-cancer reconstruction need is searching, the brands they're considering have already been shaped — by referrals, by what they've seen, by what they've read. IFAR's program is integrated because the work is: out-of-home and programmatic build the recognition that performance media converts. One agency running the whole thing means the creative system, the audience model, and the measurement framework are the same across layers.
ARSNL is headquartered in Miami, Florida, and works with reconstructive practices nationally. The team is bilingual, and engagements run on video and in-person reviews. The IFAR program is reported to leadership against booked consults and commercial billings — the same numbers the network's growth depends on.
Next case
ARSA Health
All work
What's next
Then let's plan to get there.
