Social media isn’t just a platform—it can be a powerhouse for connection.
With 246 million Americans (that’s 72.5% of the total population!) on social media as of January 2025, the opportunity to stand out is massive.
So, the real question is: “Are your social media posts capturing attention—or are they getting lost in the noise?”
Let’s say you’re a skilled orthopedic surgeon in the US delivering exceptional care to your patients.
But if your social media efforts aren’t making the same impact as those “celebrity” competitors, that can be a frustrating challenge.
Perhaps you’ve seen that their pages are buzzing with likes, comments, and shares—and their appointment books are packed.
Meanwhile, you might be left wondering: “If I’m just as qualified, what are they doing that I’m not?”
Imagine the potential for your social media strategy to work smarter, not harder—bringing in new patient leads, filling your consultation schedule, and driving real growth for your practice.
Sound familiar?
Maybe you’ve already partnered with several digital marketers to manage your social media.
They may have delivered some initial results, but if they couldn’t keep up as social platforms and algorithms evolved, that can explain why your growth stalled.
That’s where we come in.
At Digital Spotlight, we help orthopedic practices unlock the true power of platforms like Facebook and Instagram to grow their patient base.
We do it all—from eye-catching organic social media posts to high-coverting paid ads—designed to boost your visibility, engage the right audience, and drive serious web traffic.
Our campaigns are laser-focused—zeroing in on social media users who match your ideal patient profile, from demographics to behaviors and beyond.
Here’s the difference: We’re not just marketers—we’re experts in data and actuarial science analysis. That means we study social algorithms and audience behavior like no one else.
As the platforms evolve, so do we—keeping your practice ahead of the curve.
And because we take a data-driven approach to social media marketing (SMM), we bring in high-quality leads at 30 to 70% lower costs than traditional advertising methods.
The results speak for themselves.
Our clients—including leading orthopedic surgeons across the US—consistently rave about the growth and returns on investment they see from partnering with us.
Let’s boost your online presence and make your practice the next success story.
Call us at 310 879 8003 or email contact@digitalspotlight.com to learn more about our proven orthopedic digital marketing strategies.
We can’t wait to help you dominate social media and your local market.
Social Media and Orthopedics: An Evolving Relationship
Social media platforms have taken over the spotlight from traditional channels like print and broadcast. They’re now the go-to space for engagement, influence, and connection among users.
This shift has also impacted the healthcare field, including orthopedics, where social media serves as a powerful tool to attract potential patients and strengthen doctor-patient relationships.
Are you eager to improve brand awareness, drive website traffic, and increase revenue coming in? A strong social media marketing strategy is a game-changer in making that happen.
The Role of Social Media in Orthopedic Practice and Education
Did you know that Americans spend over two hours a day on social media? So, why not make sure they see you while they scroll?
Patients often turn to social media to search for medical information.
Using social media to share helpful orthopedics-related topics and address common questions, you can educate patients, establish trust, and keep your practice top-of-mind.
We’re here to help.
Wondering how? Stick around—you’re about to find out.
Orthopedic Ads to Inspire Your Social Media Marketing Strategy
Your orthopedic surgery page doesn’t have to be boring! Do you need fresh ideas for your social media ads? We’ve got you covered!
Explore these social media ideas to help your orthopedic practice grab attention, spark engagement, and turn clicks into patients.
Showcase Your Niche Expertise
Running ads highlighting your niche service is a smart way to show patients exactly what you specialize in—no guesswork is needed.
If you’re a board-certified orthopedic surgeon, you likely offer various treatments. Still, there’s probably one procedure or service you excel at more than your competitors.
With strategic ads, we can spotlight your expertise—whether in physical therapy, joint replacement, or treating the foot and ankle—helping potential patients feel confident that you’re the right choice for their care.
Incorporate Videos Into Your Ad
YouTube is a popular online platform for video ads, and with around 253 million viewers in the US, you can expand your reach so potential patients can discover why you’re the right orthopedic surgeon for them.
Here are a few ad types we can use:
- Bumper ad: Short, six-second, unskippable ads designed to leave a lasting impression.
- Nonskippable in-stream ad: 15-second or less ads that viewers can’t skip, ensuring your entire message is seen.
- In-stream ad: Skippable ads (after five seconds) that play before, during, or after a video—perfect for grabbing interest fast.
Want to build even more credibility? We can also highlight your subspecialty, such as pediatric orthopedics, to show patients they’re in expert hands.
Use a Carousel for Your Ad
We’ll help you get the most out of your ads by using different formats designed to grab attention and get results.
For example, Facebook Ads offers plenty of creative options—like image and video ads—to showcase your services.
A must-try? Carousel ads.
With up to 10 images or videos, each with its own link, carousel ads provide you more space to tell your story, highlight your orthopedic expertise, and keep your audience engaged.
Show Off Your Accolades
Looking for ways to establish trust and stand out in the orthopedic industry? Let your ads emphasize the awards, certifications, and achievements that set you apart.
We can showcase your credentials—whether it’s your degree from a renowned medical school, completion of an Orthopaedic Surgery Residency program, or your FAAOS (fellow of the American Academy of Orthopaedic Surgeons) title.
Suppose you use advanced techniques like arthroscopy. In that case, we’ll make sure those innovations take center stage.
These details help reinforce your expertise and build confidence with potential patients.
Link Your Ad to a Major Holiday or Special Event
Holidays matter to many people, so why not tap into that excitement and make your ads more fun and relatable?
From official holidays to simple occasions, these events provide opportunities for us to add a creative and festive twist to your ad’s tone, messaging, and visuals.
They’re a great way to connect with your audience, add a personal touch, and keep your marketing fresh no matter the season.
Entice Potential Patients With Offers and Discounts
Want to grow your orthopedic practice? Let’s make it happen. Our social media marketing helps you reach your target audience and turn engagement into actual leads.
From promoting exclusive offers and special discounts to building your email list and sharing your latest content, we’ll ensure your ads are doing the heavy lifting.
Best Practices for Social Media Marketing in Orthopedics
Social media isn’t just about posting ads—it’s about starting conversations and building trust. By engaging with potential patients, you show them you genuinely care about their health and needs.
Ready to make an impact? Here are some top tips for a winning orthopedic social media strategy:
Use Relevant Keywords
Let’s power up your ads with the right keywords. Keywords are crucial in ensuring your ads deliver results. Every click should bring you closer to new patients.
With thorough keyword research, we’ll identify the best terms to incorporate into compelling ad copy and a high-converting landing page—turning visitors into booked appointments.
We’ll target your ads to the right patients who might search for topics with keywords like “joint replacement” or “sports injuries.”
Plus, we’ll track which search terms are working and which aren’t, optimizing your budget for top-performing keywords while giving underperforming ones the boost they need.
Target a Wider Audience
Want to grow your patient base? We’ll craft a captivating ad that showcases what makes you the best choice—your specialized skills, advanced technology, or top-tier patient care.
For example, if you’re an orthopedic sports medicine specialist, we can promote your ability to treat several conditions.
Whether you’re known for your expertise in treating sprains and back pain or you specialize in ACL (anterior cruciate ligament) tears, we can position you as the go-to expert for active patients needing your service.
Include Patient Testimonials
With 60% of people checking online ratings before choosing a doctor, your reputation can make or break your orthopedic practice. That’s why keeping up with patient reviews is crucial.
We’ll help you manage and optimize patient reviews and testimonials on your Google Business Profile (GBP). This free tool displays your business details and enhances your online reputation.
A GBP increases your chances of showing up in local searches and Google Maps, helping you easily attract more patients.
Google Reviews for Doctors Help Healthcare Consumers Choose Providers
Google reviews do more than share valuable information—they help your practice stand out and earn trust.
The more positive online reviews you collect on your GBP, the more credibility you build with Google and your target audience.
Fortunately, we’re experts in boosting your local SEO (search engine optimization) ranking, making it easier for nearby potential patients to find you.
Leveraging Social Media as a Tool for Orthopedic Patient Engagement
These days, healthcare providers are using social media to reach more people and connect with new patients.
With social media platforms like Instagram, Facebook, X, LinkedIn, and Snapchat, you have an incredible space for marketing, patient education, referrals, and career growth.
Think of your social media as your virtual storefront—a place to show off your orthopedic expertise and engage with your audience.
We can help you craft the right content to spark conversations and position you as the trusted leader in your field.
We know what works, so read on to learn more.
Content Strategies for Orthopedic Surgeons
When we say “content marketing,” it’s not just about publishing posts and hoping readers will find your orthopedic practice.
Content marketing focuses on producing valuable content that resonates with and can truly help your ideal patients.
When you share expert advice, recovery tips, or interesting insights on orthopedic procedures, you’re not just posting—you’re building credibility.
By promoting your practice on your website, social media, and other platforms, we’ll help you reach your desired audience and convert visitors into loyal patients.
Engaging Orthopedic Content Ideas
Nothing beats real patient success stories. You can share testimonials, before and after photos, or videos (with patient consent) to show how your orthopedic care makes a difference.
It’s a great way to gain trust and help future patients feel confident choosing you.
Helping healthcare businesses succeed is what we do best. But how do you know? Let’s dive in.
Social Media Analytics: Measuring Success
We deliver clear communication, outstanding results, and insightful reporting to our clients. Here’s how we do it:
We harness advanced analytics, including Facebook’s in-depth metrics, that allow us to track ad performance, optimize campaigns, and maximize return on investment (ROI).
Sure, we can boost likes and engagement, but what is our focus? Bringing in high-quality leads that can help your orthopedic surgery practice thrive online.
Challenges and Ethical Considerations
Even though the use of social media is widespread, its role among physicians raises ethical and professional concerns.
Medical institutions and licensing boards continue to assess its proper utilization.
A study published in the Journal of Bone and Joint Surgery (JBJS) examined the social media accounts of orthopedic surgeons listed in the American Academy of Orthopaedic Surgeons directory.
It was found that 2.8% of the surgeons sampled posted unprofessional content.
The takeaway? Social media posts with misinformation or unprofessional content can quickly damage an orthopedic surgeon’s or institution’s reputation.
The purpose of this study is to show the need for clear guidelines to help surgeons navigate their social media usage professionally.
The Future of Social Media in Orthopedic Surgery
Social media platforms keep transforming and expanding, with social networking sites like TikTok gaining popularity among healthcare professionals.
While Instagram thrives on visual content, X is built for quick, text-based updates.
As the digital landscape grows more competitive, further research can help identify the most effective platforms for different healthcare needs.
Final Tips for Orthopedic Social Media Success
Success starts with the right partner. Let’s help you grow your orthopedic practice’s profit innovatively.
Without a solid strategy, ad costs can quickly add up.
We know how to navigate the algorithms and fine-tune your ad spend—boosting your online presence and bringing in more patient leads, consultations, and, ultimately, higher revenue for your practice.
What are you waiting for? It’s your orthopedic practice’s time to trend online!
Call us at 310 879 8003 or email us at contact@digitalspotlight.com. Let’s turn your social media presence into a patient-generating machine.
Frequently Asked Questions
1. How can orthopedic surgeons use social media to educate patients on post-op care?
Keep your patients informed and on track with recovery. Social media is the best tool for guiding them on post-operative care.
Through educational content, you can share simple, easy-to-follow tips on recuperation, mobility exercises, and what to expect after surgery.
Patients would appreciate clear, helpful advice that makes healing less stressful. It can be incorporated into videos, images, infographics, or text posts—whatever gets the message across.
Education goes a long way. Use social media to support your patients and grow your practice at the same time.
2. What types of social media posts perform best for orthopedic practices?
Here are some powerful content types that drive engagement and boost visibility:
- Short-form video is the top choice for social media marketers in 2024. With the highest ROI, quick, snappy videos are a must for standing out in a crowded feed.
- Infographics are the perfect mix of eye-catching visuals and valuable data. They’re highly shareable (just make sure they’re accurate or medically reviewed) and remarkable for breaking down complex health information in an easy-to-digest way.
- Images are a tried-and-true favorite for 47% of marketers because they work well on every social media platform. High-quality images instantly attract and engage the audience effectively.
Aiming to level up your social media game? Combine these formats into your marketing strategy and watch your online presence soar.
3. Which common orthopedic conditions should doctors address online?
Want to connect with more patients? We can help you discuss common orthopedic conditions on social media posts to educate and build trust. Here are two key topics:
- Arthritis affects one in five US adults, with 25.7 million struggling with physical limitations because of it. It causes pain, swelling, and stiffness in joints and connective tissues.
- Osteoporosis impacts more than 10 million Americans, with women at higher risk—but men can also get it. This condition weakens bones due to rapid bone loss or slow bone replenishment.
You can share information on these health issues online to help patients seek solutions for their orthopedic concerns.
4. Which orthopedic specialties offer the highest pay?
Orthopedic surgeons specialize in treating bones, joints, and ligaments, but their expertise varies depending on their focus area.
Here’s a look at some high-paying orthopedic specialties, their roles, and their average salaries:
- Foot and ankle surgeons treat lower leg conditions like arthritis, bunions, and ankle fractures. They earn about $297,626 annually.
- Spine orthopedic surgeons focus on spine-related conditions, such as scoliosis and osteoporosis, that impact mobility and cause pain. Their average salary is $297,626 yearly.
- Trauma orthopedic surgeons handle musculoskeletal injuries, often working in emergency settings to treat high-impact fractures from car accidents and industrial incidents. Their annual salary is around $297,626.
These specialties require skill and precision, making them some of the most rewarding (and highest-paying) careers in orthopedic surgery.
5. How can surgeons enhance their brand?
Be the first name patients think of. Your brand isn’t just a logo—it’s your story, reputation, and what makes you unforgettable.
Want to be the go-to ortho expert? Social media is key to elevating brand awareness, engaging with patients, and building trust.
Your next patient is searching for you, so make sure they find you.
Call us at 310 879 8003 or email us at contact@digitalspotlight.com today. Let’s make your orthopedic practice stand out!
