Every year, nearly seven million orthopedic surgeries are performed in the US, offering countless opportunities to change lives for the better.
If you’re an orthopedic specialist, this statistic highlights how many patients are searching for expert care.
The real question is: How easily can patients searching for expert care find you online? If you’re not on Google’s first page, chances are they don’t even know you exist.
Even as a highly skilled orthopedic surgeon in the US, you might be losing ground in the race for online visibility. Like many practitioners, you could be facing common hurdles, such as:
- Your orthopedic website barely gets a second look from potential patients.
- Your competitors are thriving online, drawing in patient after patient with their smart advertising moves.
- The other digital marketing agencies you worked with enticed you with big promises—better online visibility, more patient leads, consultations, and procedures—only to give you underwhelming results.
- Your charges keep adding up even if the ads underperform and the outcomes are disappointing.
It’s time to rethink your advertising strategy and take decisive steps toward online success.
The right online ads could boost your practice’s online presence, attract more nonreferral patient leads, fill your consultation slots, and increase orthopedic surgery bookings.
But let’s be real: trial-and-error tactics are quite a gamble. What you need is a digital marketing agency that truly understands the challenges of an orthopedic practice and can design ad campaigns that grab audience attention and deliver meaningful results—like Digital Spotlight.
For more than 15 years, we’ve been helping healthcare professionals like you fill in their appointment books with new patients—beyond just referrals—using Google Ads, Facebook and Instagram Ads, and Microsoft Bing Ads.
But here’s the Digital Spotlight difference: We don’t just run ads and hope for the best. We strategically optimize your ad spend to get the best results.
With our deep understanding of algorithms, we can help you target your ideal patients, generate more leads and consultations, and ultimately, grow your profits.
As a Google Premier Partner, we have direct access to Google’s top support team, ready to troubleshoot any issues with your ad account. Armed with expertise and advanced analytics, we craft ad campaigns that consistently deliver exceptional results.
The cherry on top? No lock-in contracts. You’re free to walk away if we don’t hit your targets. We only take clients we know we can truly help so that you won’t waste time or money on ineffective strategies.
Boost your clinic’s online visibility today! Make it easy for patients searching for expert care to find you online.
Call us today at 310 879 8003 or email us at contact@digitalspotlight.com. Let’s start creating your success story!
Orthopedic Ads to Inspire Your Marketing Strategy
Looking for inspiration for your orthopedic surgery ads? We’ve got you covered!
Check out these practical ideas that can spark your creativity. We’ll help you create ads that truly stand out and connect with your audience.
Highlight a Unique Value Proposition
If you want to grow your patient base, we can create an ad highlighting how you can solve their problems and what makes you stand out. Maybe it’s your specialized skills or the latest technology you use.
Suppose you’re an orthopedic sports medicine specialist. In that case, we can promote how you provide expert care to a broad range of conditions, from sprains and back pain to ACL (anterior cruciate ligament) tears and bursitis (painful swelling of fluid-filled sacs or bursa).
From joint replacements to shoulder surgery and spine treatment, orthopedic procedures help patients regain mobility and manage pain, helping them get back to doing what they love.
Include Patient Testimonials
Did you know that around 60% of people rely on online physician ratings when selecting a doctor, and the number of ratings is only going up?
With figures that high, it’s crucial for orthopedic surgeons like you to stay on top of patient reviews and testimonials.
We can help you with patient reviews and testimonials on your Google Business Profile (GBP) listing—a simple but influential approach to improving your reputation.
Monitoring your ratings and addressing any areas causing negative feedback can build credibility and draw in more patients.
Use a Carousel for Your Ad
We can maximize your ad’s impact by exploring diverse formats. For example, Facebook Ads provides various options, such as image ads and video ads, letting you get creative with promoting your services.
One standout format is carousel ads, where you can feature up to 10 images or videos with each unique link. The more creative space you have, the better you can catch the interest of your target audience.
Use Relevant Keywords
Keywords play a crucial role in making your ad impactful and effective. It’s all about making every click count!
With in-depth keyword research, we’ll find the appropriate keywords to implement with your engaging ad copy and build a landing page that turns web visitors into new patients.
We’ll keep an eye on which search terms are working and which aren’t so that we can shift your budget toward high-performing keywords and give other keywords the boost they need to get noticed.
Show Off Your Accolades
Aiming to amplify your orthopedic practice’s credibility? Let your ads showcase any healthcare industry awards or certifications you’ve earned.
For example, we can create ads that feature you as a board-certified orthopedic surgeon or indicate your FAAOS (Fellow of the American Academy of Orthopaedic Surgeons) designation—a title or logo to distinguish yourself within the bone and joint healthcare field.
And if you’ve been recognized for using cutting-edge techniques—such as arthroscopy or advanced diagnostics like LCSC (linac coherent light source) X-ray laser to address sports injuries, osteoporosis, scoliosis, and ligament issues with precision—we’ll be sure to shine the spotlight on those as well.
Incorporate Video Into Your Ad
Have you tried YouTube Ads? It’s a powerful platform for video ads, allowing potential patients to discover why you’re the right orthopedic surgeon for them.
Here are several types of video ads that we can advertise on YouTube:
- In-stream ad: This skippable ad plays in different parts of a video —before, after, and during—making it perfect for a quick hook.
- Non-skippable in-stream ad: Running at 15 seconds or less, this ad ensures viewers catch your entire message since they can’t skip it.
- Bumper ad: This unskippable ad runs for up to six seconds, making it ideal for delivering a punchy, memorable brand message to viewers.
Potential patients might search for personalized treatment plans for health concerns like joint pain, shoulder and knee replacements, or soft tissue injuries. In that case, you can target your video ads to these specific topics.
You can also highlight information like being fellowship-trained in subspecialties, such as reconstructive surgery, spine surgery, or pediatric orthopedics. It’s a great way to enhance your credibility and build patient confidence.
Showcase Your Niche Expertise
Focusing on ads about your niche service is a clever approach since it clarifies to the target audience what specializations you do, minimizing any guesswork.
As a board-certified orthopedic surgeon, you probably offer a bit of everything, but there’s likely a service or procedure you’ve mastered more than others.
We can use ads to help emphasize your expertise and competence in physical therapy, pain management, shoulder replacement, or treating the foot, ankle, or upper extremities so that patients feel confident about choosing you.
Align Your Ad to a Major Holiday or Special Event
Holidays are a big deal for most people, so why not use them to make your ads more relatable?
Whether it’s a major celebration or a fun, random holiday, we can be creative with your ad’s images and messages. It’s a great way to connect with your audience and keep things fresh all year round.
Make your orthopedic practice the first choice for patients in need. Turn searches into appointments! We’ll help your orthopedic clinic dominate the digital space and attract patients needing your care. Call us at 310 879 8003 or email contact@digitalspotlight.com today!
Different Types of Ads for Orthopedic Marketing
You can utilize various types of ads for orthopedic marketing—from targeted Google ads to engaging Facebook campaigns—to attract more nonreferral patients and grow your practice:
- Google Ads is a popular online advertising tool that gets your practice noticed in Google Search and YouTube. We can create unique, compelling ads that grab attention and connect you with potential patients.
- Facebook Ads is a must-have for staying competitive on social media. We use this platform to promote your practice on Facebook and its partner networks, helping you reach the audience right where they’re hanging out.
- Microsoft Ads, formerly Bing Ads, lets you run pay-per-click (PPC) advertising on different search engines, including Bing, Yahoo!, and DuckDuckGo, giving you even more ways to reach new patients.
Why Choose an Exclusive Orthopedic Marketing Agency?
We’re not just another digital marketing agency—we’re your dedicated partner, laser-focused on helping orthopedic surgeons like you increase their patient base. We understand that every surgeon has unique needs and goals that demand customized solutions.
Clients often come to us after bouncing around five to seven agencies and then realizing that they’ve been missing out on the full potential of online ads. But once they experience the difference, they stick around for the long haul.
With 15+ years of experience under our belt, we’re equipped with proven strategies and powerful tools that can supercharge your ortho marketing, increase your revenue, and maximize return on investment (ROI).
By using advanced algorithms, split testing, and continuous data analysis, we ensure that your ads—whether Google ads or social media ads—always perform at their peak.
We don’t just talk the talk—we’ve proven it time and time again. Here’s why teaming up with us will take your orthopedic practice to the next level:
Data-Driven Orthopedic Marketing Services
Our agency was founded by mathematicians, so we’re all about data-driven strategies—powered by the same math that fuels Google’s algorithms. This means we know how to make orthopedic specialists like you stand out among the crowded competition.
Custom Orthopedic Website Design
Your practice is one-of-a-kind, so your marketing deserves a tailored approach. We’ll fine-tune your website design to appeal to your target audience and drive your desired results.
Detailed Insights and Findings
Our comprehensive monthly reports give you a transparent view of your ad campaign.
We provide a target performance sheet you can check to see how well your ads work. We can also customize the report via Looker Studio for data that is easy to read and interpret.
And we’re not stopping there—you can also expect ongoing reviews and suggestions to keep your strategy improving over time.
The Effect of Orthopedic Advertising and Self-Promotion
More and more physicians are marketing directly to patients. Research suggests that a surgeon’s online presence might influence how patients make decisions and view the orthopedic surgery profession.
That said, there’s no agreement among physician organizations regarding advertising. Check out different perspectives below:
- The American Association of Physicians and Surgeons (AAPS) strictly discourages self-promotion and encourages a professional reputation to speak for itself.
- In contrast, the American Medical Association (AMA) tolerates self-promotion as long as the advertising isn’t false or misleading.
- The American Academy of Orthopaedic Surgeons (AAOS) also supports ethical ads that are clear and accurate, encouraging advertising and competition as “ethical and acceptable.”
The study highlighted that self-promotion can unfairly influence patients, raising concerns for surgeons, patients, and the profession.
So, how can you market your practice reasonably to the nearly 89 million people in the US who lack health literacy?
The key is for orthopedic surgeons like you to create online content responsibly and with your audience in mind.
Classification of Surgeon Websites and Evaluation Criteria
In a study published in the American Journal of Orthopedics, surgeon websites from the five biggest US cities were analyzed for self-promotional content. Five blinded raters counted positive self-references using printed text only—without visuals or computers—to ensure unbiased results.
The study aimed to evaluate how often surgeon websites include self-promotional language. To classify the websites, the researchers divided them into two categories:
- Self-promoting: Using language that goes beyond basic facts to promote the physician.
- Non-self-promoting: Sharing basic biographical details about the healthcare provider without additional promotion.
Surveys and Audience Insights
In the same study published in the American Journal of Orthopedics, an 11-question survey was created to capture impressions and evaluate differences between respondent groups to assess the impact of the promotion.
The questions used a forced Likert scale, with responses ranging from 0 to 3 (0 for Strongly Disagree, 1 for Disagree, 2 for Agree, and 3 for Strongly Agree).
Questions asked of the respondents include the following:
- The author of this statement is competent.
- The author of this statement is an excellent surgeon.
- The author of this statement would provide you with quality care.
- You would choose this surgeon if you needed surgery.
- The author of this statement inflates his/her technical skills.
- The author of this statement is arrogant.
- You expect that this doctor has NO sanctions against his/her license.
- I believe this doctor will help me if there are complications after surgery.
- I believe all the claims made in this statement are accurate.
The respondents are from two groups: surgeon-peers (board-certified orthopedic surgeons) and naïve subjects (without healthcare system affiliation or prior surgery experience). They reviewed the surgeons’ statements and completed a survey for each.
Results showed that surgeon-peers perceive self-promoting surgeons more negatively, while naïve individuals have a more positive view of them.
Other Digital Marketing Services for Orthopedic Care
Whether you’re looking to increase patient bookings, improve your online visibility, or build a trusted reputation, several digital marketing services for orthopedics aim to help you thrive online.
Let’s explore the possibilities. Check out other online marketing options we can help you with:
SEO for Orthopedic Website
SEO, or search engine optimization, improves your website’s online visibility in search engine results pages (SERPs) by targeting relevant keywords.
When you rank high on SERPs, you’ll get more web traffic and opportunities to convert visitors into leads with strong calls-to-action (CTAs) and landing pages.
We offer on-page and off-page SEO to put your orthopedic website on top of SERPs. These two types of SEO are not the same but equally important.
On-page SEO involves tweaking your website content with the right keywords so that Google knows what your page is about.
Off-page SEO takes it further by building strategic links to boost your website’s authority and show Google that you’re trustworthy.
Orthopedic Social Media Marketing
Healthcare providers are tapping into social media to expand their online reach and engage with patients.
Social media sites like Instagram, Facebook, X, and Snapchat open doors to marketing, patient education, referrals, and even career development—all with just a few clicks.
Our social media marketing service can help your orthopedic practice interact with your audience to grow your leads. We can activate social media ads to showcase your latest content, offer exclusive discounts, or build your email list.
Email Marketing
Email marketing is an excellent way for orthopedic surgeons like you to connect with patients directly in low-distraction environments like your inboxes.
But here’s the catch—mass emails won’t do the trick. You need well-planned campaigns—and we can help you with email marketing that makes an impact.
For instance, we can leverage emails as special invitations to your audience, letting them know about fresh updates or offers from your orthopedic clinic. It’s a fantastic way to stay in touch with past customers and keep them returning.
Don’t let your orthopedic clinic get lost in the crowd! We’ll help you connect with patients needing your expertise with targeted strategies.
Let’s grow your orthopedic practice together! Call us at 310 879 8003 or email us at contact@digitalspotlight.com to learn more about orthopedic marketing. We look forward to hearing from you.
