Orthopedic Surgeon Marketing

Are you frustrated that other orthopedic surgeons, perhaps even less experienced ones, dominate online while your practice struggles to be seen?

If yes, you’re not alone.

Driven by innovations in digital technologies and changing consumer behavior, digital marketing is becoming increasingly important to the healthcare industry.

If you’re reading this, you’re likely considering using Google Ads, search engine optimization (SEO), and social media marketing (SMM) to generate leads and boost your practice.

But let’s face it.

Running a successful orthopedic surgery practice is demanding enough. Who has the time to become a digital marketing expert as well?

So, what can you do?

The simple answer is to work with an online marketing agency. Unfortunately, not all agencies are created equal. We’ve seen countless orthopedic doctors tired of:

• Empty promises and disappointing results
• Burning money on campaigns that never deliver the quality leads they needed
• Feeling overwhelmed by the ever-evolving digital advertising practices

Here’s where we come in.

We offer a personalized approach, starting with a pitch-free consultation where we listen to your unique needs and goals.

We then leverage our math expertise to craft a data-backed healthcare marketing campaign that maximizes your reach while keeping within your budget. And we’ll do this before you sign up.

So, contact us if you want to:

• Focus on what you do best—providing unparalleled orthopedic care—while an expert handles your online marketing
• Reach more qualified patients seeking top-tier orthopedic surgeons, not just those vaguely considering surgery
• Stay ahead of your competition with cutting-edge marketing strategies from a firm that Google considers one of its highest-level partners

Call 310 879 8003 or email contact@digitalspotlight.com to schedule a free, no-obligation consultation with one of our digital marketing professionals.

Why Should I Market My Orthopedic Practice?

What comes to mind when you think of professionals, businesses, or industries that rely on marketing and advertising? Chances are that orthopedic practices and surgeons aren’t on your list.

And for good reason. Traditionally, these medical practices kept their schedules full through referrals from primary care physicians, as some orthopedic injuries require a referral so the patient could see a specialist.

Many orthopedic care doctors didn’t see the sense in advertising their practices or offerings. After all, they could sit back and wait for someone to send potential patients their way.

But if you’re reading this, you know this approach isn’t enough to bring in a steady stream of leads. That’s because times have changed. Gone are the days of passive patients.

People with bone, muscle, joint, or soft tissue problems now proactively seek orthopedic surgeons instead of waiting for recommendations from their healthcare providers.

So, if you’re not actively promoting your orthopedic practice, people seeking hip replacement or other orthopedic procedures may not even realize it exists, regardless of how skilled or experienced you are.

Why Is the Internet Needed for Orthopedic Marketing?

One of the primary reasons why relying solely on primary care physician referrals to give you a steady stream of new patients is no longer an effective strategy is the internet.

Patients are more proactive about their healthcare. Roughly 75% of Americans use the web to find health-related information, which includes online searches related to orthopedic surgery.

In fact, the keyword—a term or phrase that searchers use— ”orthopedic surgeon” has a search volume (number of monthly searches) of around 90,500.

So, why do you need to leverage the web into your orthopedic marketing strategy? There’s a massive audience for your practice, and they’re actively looking online.

What Is the Trend in Orthopedics?

Like many medical fields, orthopedics continuously evolves. New technologies and approaches constantly emerge, and your duty as an orthopedic surgeon is to stay on top of these trends.

Doing so gives you additional tools to provide the best possible care for your patients, which you can highlight through your digital marketing strategy to drive more attention to your practice.

So, what’s hot in orthopedics? Let’s find out, shall we?

• Ambulatory surgery centers (ASCs): In today’s fast-paced world, patients no longer want an overnight stay at the hospital. Who does? ASCs serve as a fantastic alternative. They are facilities where surgeries that don’t require hospital admission are performed. 

These often independent healthcare facilities can conduct same-day procedures. They also offer lower costs, shorter wait times, and smaller chances of exposure to infectious diseases.

By marketing your private orthopedic practice like an ASC, you can attract prospective patients who want to avoid the hassle of hospital-based surgical procedures.

• Biologics: Most pharmaceutical drugs are chemically synthesized. Unfortunately, they can have various side effects, like addiction, that many want to avoid.

Enter biological drugs. Unlike traditional medication, biologics are derived from living organisms or components of living things and have a more favorable benefit-to-risk ratio.

If your practice utilizes or plans to use biologics for orthopedics, such as stem cell treatments, let your patient know through informative articles, blogs, and social media posts.

• Robotics: What’s not to love about robots? They make orthopedic procedures, such as joint arthroplasty surgery (joint replacement), more precise and efficient.

Showcasing your use of innovative technology through your marketing efforts can help you reach individuals interested in robotic-assisted surgery and drive them to your offerings.

• Big data: The healthcare industry is finally embracing the power of data, and you should, too. Data collection and analytics can assist in better decision-making.

Most importantly, leveraging data can enhance your ability to provide patient care. After all, it can help with early detection and risk assessment of orthopedic conditions.

If you emphasize your commitment to using the latest advancements in your marketing efforts, you position yourself as a leader in the field and may attract patients seeking the most innovative orthopedic care.

The Foundations of an Orthopedic Practice Marketing Strategy

With patients researching and booking appointments for orthopedic procedures online, waiting for physicians to send potential clients your way may not be enough to keep your appointment list full.

A robust online presence is essential for dominating the online space. But if you want to attract these tech-savvy patients, you also need a powerful digital marketing strategy.

Here’s what makes a winning orthopedic practice marketing strategy:

Elements of a Powerful Digital Strategy

Before we list the essential elements of an effective digital marketing strategy, you must understand that every orthopedic surgeon is unique. You have needs and goals distinct from your peers.

Therefore, digital marketing approaches can vary from one healthcare practice to another. That’s why we take the time to do our homework first—to understand your unique situation.

That said, certain factors significantly influence the effectiveness of a digital marketing campaign and the returns you can hope to get from your investment. These elements are:

• Your orthopedic practice website: Your website is your online storefront. It’s your opportunity to address your target audience’s concerns and show why you’re the best fit for their orthopedic needs.

For this reason, our digital marketing offerings include web design and development, which involves making your site faster, more navigable, and mobile-friendly.

Why? Visitors who receive a positive user experience (UX) are likelier to stay or return to your website and peruse your offerings, increasing the odds of a consultation or procedure.

• Your search ranking: Your search rank is your position in search engine results pages (SERPs). The better your position, the higher the odds that you’ll appear on the first page.

Why does that matter, you ask? The top three Google results typically get 75.1% of the clicks. Here’s where search engine optimization (SEO) strategy comes in.

SEO’s goal is to improve your SERP rankings. In our tried-and-tested process, we accomplish this objective in various ways, such as creating high-quality content and acquiring backlinks from authoritative sites.

• Targeted advertisements: The beauty of digital marketing is that you can select a specific audience based on aspects like location, device type, and demographic for whom to display your ads.

This targeting ability lets you focus your marketing efforts on reaching your practice’s most valuable audience—those interested in your services and those deep in their patient journey.

Fortunately, our paid ads services can help. From running Google Ads (formerly Google AdWords and Google AdWords Express) and Facebook Ads to optimizing them, we can put your practice in front of the right people at the right time.

• Online reviews: Patients check online reviews and testimonials to decide whether to book an appointment with an orthopedic surgeon—it’s as simple as that.

A winning digital marketing strategy must also include acquiring and showcasing patient experiences. If you partner with us, you won’t have to worry about that.

After all, our digital marketing tactics include reputation management, which involves controlling and protecting what information people can see about your orthopedic practice.

The Benefits of Modern Marketing and Advertising

Don’t get us wrong. Despite people’s preference for the digital landscape, traditional marketing techniques like referrals and word-of-mouth advertising still have their place.

For reference, many of our clients have come from referrals. That said, modern-day online marketing strategies have significant advantages over classic ones.

These benefits include:

• More bang for your buck: Online advertising is more cost-effective than traditional marketing, especially since you can target your desired audience instead of hoping to reach them.

You must also consider that avenues like Google Ads operate on a pay-per-click (PPC) pricing model, meaning you only pay the publisher for the clicks, not for displaying your ads.

If you work with an experienced firm like us, one that can utilize your marketing dollars for the most profitable initiatives, you can make this already economical strategy even more cost-efficient.

• Scalability and flexibility: Circumstances change. Are your marketing dollars running low, so you need to cut back on expenses? Do you want to add new channels to your ad campaigns?

Digital marketing campaigns are flexible. You can change settings like your spending limits anytime to scale your campaigns based on your current goals and needs.

Fortunately, we never consider campaigns as “set.” We constantly tweak our client campaigns, ensuring they’re continually optimized based on the data—especially the trends and changes in the algorithm.

• Data-driven decision-making: Unlike traditional advertising strategies, digital marketing provides valuable data on your campaign’s performance.

This information gives you insight into what’s working and what’s not, letting you enhance your patient acquisition approach for maximum impact and better returns on investment (ROI).

When you work with us, these measurable results will be at your fingertips, giving you the tools to make critical decisions for your orthopedic practice and ensuring you are able to keep track of all our efforts. After all, we’ll do all our work on your account, not ours.

Strategies for Engaging Orthopedic Surgery Patients in the Digital Era

The online world is teeming with people seeking answers to orthopedic issues. The challenge in tapping into this goldmine is crafting a strategy that ensures your practice appears for searches like:

• “Why do my knees hurt?”
• “What are the risks of orthopedic surgery?”
• “What is orthopedic sports medicine?”

Although the exact process will depend on your specific situation—your challenges, objectives, and budget—here are some of the techniques we generally utilize to help orthopedic surgeons engage potential patients: 

Communicate Your Brand and Value

Imagine you’re recruiting the best talent for your orthopedic practice. You’d showcase your fantastic work environment and the perks of working with you, right? Attracting patients is the same.

What’s your practice’s unique value proposition? What cutting-edge orthopedic procedures do you offer? What does your post-operative care look like?

Your online presence must communicate what makes your practice unique and, most importantly, what makes it a better fit for your desired patients over other orthopedic surgery clinics.

We accomplish this task in various ways, including the following:

• Incorporating your brand image into your website design
• Highlighting your qualifications in your site content
• Writing ad copies that compel people into taking action

Optimize Your Website’s SEO to Boost Organic Traffic for Web Pages on Medical Treatments

As its name suggests, search engine optimization is all about reshaping your website to rank in search engines. Essentially, the better your site is optimized, the higher its organic (nonpaid) ranking.

To what end? A higher SERP ranking leads to more website traffic, increasing the chances of engaging prospective patients and driving them toward your website and orthopedic treatment offerings.

How do we improve your practice website’s SEO? While our efforts will hinge on your unique digital standing, they typically include on-site, off-page, and technical enhancements, such as the following:

• Minimizing your site’s exposure to penalties by removing thin and duplicate content and improving your website’s speed
• Connecting you with relevant and authoritative websites to acquire backlinks (links that act as votes of confidence)
• Tweaking your landing pages for mobile devices, such as by integrating design that scales on the user’s screen size

Local SEO

As of June 2024, the phrase “orthopedic near me” has a search volume of 135,000. What does this figure mean? Simple: hundreds of thousands of people are looking for orthopedic surgeons in their local area.

That’s where local SEO comes in. Like SEO, local SEO aims to boost your search ranking. The difference is that local search engine optimization focuses on improving your local search visibility.

Here’s how we improve your orthopedic practice website’s local SEO:

• Creating online business listings for your practice on platforms like Google Business Profile (previously known as Google My Business), Yelp, and the Yellow Pages
• Ensuring local NAP (name, address, and phone number) citations contain accurate information about your medical practice
• Producing high-quality, locally relevant articles and blogs explaining your orthopedic clinic and services

Online Ads (PPC)

Imagine you have the perfect solution for someone’s joint or muscle pain. How do you let people know that your orthopedic practice offers this innovation? Pay-per-click (PPC) may be the answer.

PPC ads let you display your offerings directly in front of people who would most benefit from them. The best part? You only pay if users engage with your adverts.

Make Google Ads a Primary Focus of Orthopedic Advertising

Several publishers, including Facebook and Microsoft Bing, offer PPC models. But if you want to increase your chances of engaging potential orthopedic patients, it may be best to focus on Google Ads.

Why? For one, Google Ads lets you advertise through its extensive network, which consists of Google Search, YouTube, and various partner websites, giving you access to millions of daily users.

Google Ads also lets you use ad formats like video, target people who have shown interest in your orthopedic services, and get measurable results quickly.

Other reasons to direct your marketing dollars to Google Ads as a top-notch orthopedic surgeon who wants to excel in the digital landscape include the following:

Geotargeting

Google offers many ways to customize your campaigns to suit your needs and goals. One of these customization options is geotargeting, which lets you specifically advertise to people in your target location.

Negative Keywords

Keywords trigger your ads to appear. For example, if your target keyword is “orthopedic surgery,” your ads may display for internet users who use that phrase to conduct a Google search.

However, orthopedics is a massive field of healthcare. So, you must ensure you’re targeting the search words and phrases most relevant to your practice and services.

Enter negative keywords. Google lets you define keywords you don’t want triggering your ads. For instance, say your negative keyword is “hip.” If a user enters the phrase “orthopedic hip replacement,” your ads won’t show.

Ad Extensions

Google Ad extensions or “assets” are optional features that can help your advertisements provide searchers with more information about your orthopedic practice and become more engaging.

Some of the ad extensions we utilize include the following assets:

• Call: Displays your phone number and allows users to call you directly
• Price: Features your catalog of orthopedic services and their prices
• Structured snippet: Lets searchers find the most valuable information about your clinic via predefined headers

Tips to Maximize Your Ad Spend

Google Ads is one of the most cost-efficient ways to engage prospective patients. However, the digital world can be crowded, especially for orthopedic practices.

Unfortunately, the more surgeons targeting the exact keywords as you, the more expensive each click becomes, draining your advertising dollars quicker.

The good news is that we have techniques to keep costs down while still maximizing ROI. One of the most critical ones is raising your ad’s quality score, a number Google assigns based on the following:

• Your ad’s expected click-through rate (CTR) or the chance that users will click your ad when it appears
• Your ad’s relevance or how closely your advert matches the user’s search intent
• The user’s landing page experience or how relevant your landing pages are to people who engage with your advertisements

The higher your ad’s quality score, the lower you’ll need to pay for your target keywords and, by extension, the lower your overall advertising spend.

Contact us to learn more about how we can maximize your marketing dollars. Call 310 879 8003 or email contact@digitalspotlight.com to schedule a free, no-obligation consultation.

Concentrating on Local Pages and Enhancing Google Business Presence

Let’s say that you specialize in knee replacement surgery. Wouldn’t you want your practice to appear as the first result when people search for “knee replacement surgeon near me”?

With local SEO, you can increase the odds of that happening. However, you must understand that SEO efforts have varying results. Some tweaks affect your local search visibility more than others.

One of the most influential is enhancing your local pages. Why? Business listings, such as your Google Business Profile, can appear on the standard search and map pack results, doubling the chances of your website appearing on SERPs.

The map pack is a SERP element that showcases the top local business pages along with their Google Maps location. It also displays these businesses above the standard search results.

What You Need to Know About Managing Your Google Business Profile

Did you know that approximately 56% of businesses have not set up their Google Business Profile? Interestingly, however, these enterprises may already have one.

No one knows how and why it happens. Still, many businesses have local pages without the owner’s knowledge or consent—and your practice may have one, too.

But that’s not important. What is essential is claiming your Google Business Profile, regardless of who created it and why.

That’s because inaccurate information about your orthopedic practice on these “unverified” listings can negatively affect your local SEO rankings and, at worst, remove your online presence from the local results.

For this reason, our digital marketing strategy, especially for local SEO, involves claiming your Google Business Profile. We’ll create a page for each branch if you’re running several orthopedic clinics.

Establish a Walk-In Orthopedic Clinic at a Main Location

Pretend you’re not a top orthopedic surgeon in the US (United States). Instead, you’re an average Joe who sprained their ankle on a weekend.

How would you feel if you realized you couldn’t get an appointment with your orthopedic doctor until Monday? You’d probably be frustrated and scrambling to look for another physician.

Here’s where orthopedic walk-in clinics become invaluable. As the name implies, these facilities provide immediate care for orthopedic injuries and conditions.

If your practice isn’t using this walk-in model, it’s high time you considered implementing it in one of your practice’s locations, preferably your primary orthopedic clinic.

Most importantly, don’t forget to market this feature—we can help with this one. By leveraging online advertising techniques, such as online ads or SEO, we can reach individuals searching for urgent orthopedic care.

Video Marketing for Orthopedic Surgeons Is Critical

We’re not going to sugarcoat it. Text advertisements are dull. While proper messaging can make your ads compelling, the fact is that other formats, like video, keep internet users more engaged.

Fortunately, we leverage all the tools, including the various ad formats publishers like Google and Facebook allow, to help orthopedic surgeons like you stand out.

We can also manage YouTube campaigns, allowing you to reach prospective patients when they watch or search for video content on a platform boasting 2.9 billion monthly users.

Videos in the Waiting Room

While playing videos in your clinic’s waiting room doesn’t directly help with your orthopedic marketing campaign, doing so can improve the patient experience.

How so? Instructional and educational videos give patients a glimpse into your credibility and authority, which can help ease their anxieties about orthopedics and instill confidence in your procedures.

Offer Webinars and Virtual Consultations

Now more than ever, patients want convenience, especially when it involves the location of the treatment. Think about it. Wouldn’t you prefer to pick a doctor’s brain from the comfort of your couch?

With webinars and virtual consultations, you can give potential patients the information they’re looking for and provide orthopedic care without asking them to schedule an appointment and visit your clinic.

While these conveniences may seem insignificant, they can greatly enhance the patient experience and keep prospects engaged.

Introduce Self-Patient Appointment Scheduling ASAP

So, you’ve optimized your digital marketing campaign and have attracted patients willing to book a consultation or an orthopedic treatment. But therein lies the problem: scheduling the appointments.

“Let me check my schedule” is the last thing someone seeking urgent orthopedic care wants to hear. So, what do you do? You set up a self-scheduling tool on your website.

Doing so lets your patients book an appointment at their convenience. It also reduces the need to chase leads through remarketing efforts, as patients can grab a spot on your busy calendar in real time.

Add Live Chat to Your Website

The goal of marketing is not to trick people into paying for something they don’t want. Instead, it’s about understanding your ideal clients and addressing their needs.

Sometimes, those needs aren’t orthopedic treatment—just medical advice. While adding a live chat feature may seem like giving your expertise away for free, it can be beneficial.

After all, answering questions and easing concerns can help establish you and your healthcare practice as the go-to resource for orthopedics, improving credibility and authority.

Do you want to implement web features like live chat? Contact us to see how else you can improve your orthopedic practice website. Call 310 879 8003 or email contact@digitalspotlight.com.

Grow Social Media Engagement

Social media isn’t solely for sharing memes and cat videos. It’s also an avenue you can leverage in your digital marketing approach to reach and engage with potential patients.

Approximately five billion people use social media sites like Facebook, X (formerly Twitter), and TikTok, which makes them a goldmine for orthopedic surgeons like you.

The question is, “How do you tap into this valuable market?” The answer is social media marketing. We can engage patients, build brand awareness, and drive traffic toward your orthopedic practice and offerings through organic posts and paid ads.

Create a Niche-Focused Blog

Patients have many anxieties about orthopedic surgery, such as, “Will I feel pain post-operation?” “What happens during the surgery?” “Will the operation work in restoring functions of my body?”

These anxieties typically stem from not knowing what goes on behind the scenes in orthopedic surgery. A blog is your chance to let people peek behind the curtain and ease their worries.

Most importantly, articles and blogs are excellent opportunities to showcase your niche, expertise, and the unique aspects of your orthopedic practice.

Here’s where our in-house content team comes in. Leave your writing needs to our seasoned writers, proofreaders, and editors so you can focus on what you do best—providing unmatched orthopedic care.

Share Surgery Success Stories

Online ads are effective digital marketing tools to reach, engage, and drive potential patients toward your orthopedic practice and services. However, they’re by no means perfect.

After all, advertisements are advertisements—something most people are already sick and tired of. So, how do you promote your skills and expertise without making it seem like an ad?

You share patient success stories. Testimonials and reviews provide social proof, which is critical in helping you establish credibility and authority in the healthcare industry.

For this reason, our outreach team spearheads the implementation of digital marketing strategies, including curating neutral and positive online assessments and featuring them for everyone to see.

Guest Posts and Podcasts Promote Your Orthopedic Practice

Just as Hollywood stars go on interviews and talk shows to promote their upcoming movies and TV (television) shows, orthopedic surgeons can do the same by guest posting and podcasting.

Guest posting allows you to share your orthopedic expertise through articles and blogs on established health sites. At the same time, podcasting is like guesting on a radio program but on the internet.

What are the benefits of these efforts? You get to tap into existing audiences, helping you broaden your reach and establish yourself as a trusted source in the eyes of potential patients.

Backlink Building Will Increase Organic Traffic

Backlinks are hyperlinks that redirect internet users to your orthopedic practice website. They act as votes of confidence from other websites. The more of them you have, the higher your search rank climbs organically.

That said, quality also matters. That’s why our link-building efforts also involve earning these backlinks from relevant and authoritative websites, not random ones.

Utilize the Power of Influencer Outreach

Not everyone has the connections or the budget to hire film and TV personalities to promote their orthopedic surgery practice. But you don’t have to, as online influencers are excellent alternatives.

Many digital influencers rival traditional “stars” in popularity and audience base. By partnering with these influencers, you establish an additional marketing channel to engage with people needing your orthopedic skills and expertise. 

Create a Mobile-First Website Experience

Smartphones are practically glued to our hands these days, which proves true when we search for something online. In fact, around 63% of Google searches in the US happen on mobile devices.

That’s why having a mobile-friendly website is a must. Fortunately, optimizing your website and ads for mobile devices is a fundamental part of our digital marketing tactics.

This process generally involves the following:

• Targeting keywords preferred by mobile users in your orthopedic marketing campaign
• Adding Google Ads extensions, such as site link, location, and call, to your advertisements
• Incorporating mobile-friendly navigation features and contact options on your landing pages

Customization in Orthopedic Marketing to Become the Benchmark of Excellence

If you’re reading this, you might have experienced being pitched a digital marketing strategy that didn’t seem designed to address your orthopedic practice’s unique needs.

Just like you’ll feel cheated when pitched cookie-cutter solutions that don’t focus on your practice’s needs, patients won’t feel satisfied if they don’t receive individualized care plans based on a holistic approach. 

Patients seek personalized care, and the better you provide personalization, the more likely they are to engage with you.

When we launch Facebook and Google Ads, we conduct split testing, which allows us to test and tweak landing page elements, such as calls-to-action (CTAs) and headlines. This process ensures we determine and utilize the version that resonates with and is relevant to your target patients.

Harness Patient Portals and Mobile Apps

Patient portals give patients a central hub where they can access their medical information, send messages to their doctors, view test results, and even schedule appointments.

If you can make this portal into an app, even better! Contact us to find out if creating a patient portal and a mobile app for your orthopedic practice is the best use of your marketing dollars.

Utilize Data to Determine the Effectiveness of Orthopedic Marketing Tactics

How do you know whether or not your current digital marketing strategy effectively engages your target patients? You look at the data—something we love to do.

Using advanced statistical analysis, data modeling, and multi-variant testing, we can pinpoint which tactics give your orthopedic practice the best results and which ones we can tweak further.

But don’t worry. We won’t hide these numbers from you. Not only will you see your campaign metrics on your advertising account, but we’ll also report the data via monthly meetings.

This way, you have all the information you need to make decisions for your orthopedic surgery clinic or, should you wish, take sole control of your digital accounts.

The Digital Evolution in Orthopedics Will Persist

The world of healthcare is going digital, and the field of orthopedics is no exception. So, to stay ahead of this competitive industry, you must adapt to this digital shift.

One way is to focus your marketing efforts online since that’s likely where your desired patients proactively discover orthopedic surgeons, practices, and services.

Other ways you can get a leg up over your slow-to-adjust peers can include the following:

Provide Flexible Care Options

Around seven million orthopedic procedures occur in the US annually. However, this number could be higher, as some individuals who need orthopedic care have hectic schedules or limited mobility.

Fortunately, telehealth is now possible through digital tools like Skype. It allows you to connect with patients and provide them with flexible and more accessible orthopedic care from the comfort of their homes.

Artificial Intelligence in Managing Healthcare Data and Ensuring Safety

While AI (artificial intelligence) in the healthcare industry is still in its early stages, it has potential as a diagnostic tool.

Several studies involved testing AI and deep learning to detect conditions like skin and breast cancer and cardiac arrests. They found that they perform on par and, sometimes, better than humans.

So, it won’t be too long before this tech innovation revolutionizes orthopedic clinical judgment and diagnosis.

If you want to provide better care for your patients and ensure their well-being, it’s worth considering monitoring AI innovations and leveraging them for your practice.

Real-Time Patient Monitoring

Do you know that you can oversee your patients’ conditions without face-to-face consultations? If not, you may be surprised to hear that solutions already exist that allow you to do so.

One of these is ORME (Orthopaedic Rehabilitation for ME). This technology offers biofeedback monitoring through sensors, allowing you to collect and evaluate your patient’s status in real time.

Another example is RTM (remote therapeutic monitoring), which can provide information about your patient’s nonphysiological data, including their musculoskeletal system status.

Leveraging these advancements can be a game-changer for your orthopedic practice, especially if you specialize in treating life-threatening orthopedic conditions like osteoporosis-related fractures.

Traditional Orthopedic Marketing Ideas

With more and more people looking to the internet, digital marketing is becoming the go-to option for many businesses and professionals. But that doesn’t mean you should ignore old-school marketing entirely.

After all, not everyone spends their time online, making traditional advertising techniques excellent alternatives or complementary tools to online advertising strategies like SEO and PPC.

Here are some noteworthy avenues that can help you get your orthopedic practice’s name out there:

Radio

Have you ever had a catchy tune that got stuck in your head? That’s the power of radio. Through radio ads, you can promote your practice to potential patients while they follow their daily routines, such as commuting to work or running errands.

Billboard

Imagine a massive sign promoting your orthopedic practice and services to everyone driving on a specific road. That’s essentially what a billboard is.

The best part? People often pass by and see the same billboards daily. In other words, your practice will be top of mind when daily commuters need orthopedic care, making these outdoor ad structures excellent marketing tools.

Sponsor Local Events

Supporting your community is always a good thing. What’s better is that doing so can also help you market your orthopedic practice.

By organizing or sponsoring local events, you can attract more attention to your expertise, credentials, and practice and create opportunities to engage with potential patients in your neighborhood.

Partner With Nearby Health and Fitness Enterprises

Building healthy ties with local health-related businesses, such as gyms, physical therapists, and healthcare providers, can help you reach more orthopedic patients.

After all, collaborating with other enterprises in your community can help establish and expand your referral network.

Other Orthopedic Marketing Ideas

Offline marketing can help fill your appointment schedule if you’re unsure about shifting your advertising to the digital space. But, admittedly, conventional tactics can get stale.

So, if you’re looking for creative ways to spice up your marketing tactics to connect and engage with more potential patients, here are a few ideas that may help:

Giveaways

Giveaways can be a creative approach to generating excitement about your orthopedic practice and, at the same time, getting your name out there. Fortunately, your freebies don’t have to be expensive.

They can be simple things like shirts, pens, or coffee mugs with designs that help reinforce your brand and leave a lasting impression on your desired patients.

Referral Programs

Have you ever received a recommendation from a family member or friend to eat at a restaurant or watch a movie and were compelled to do so? That’s not peer pressure—positive word-of-mouth is powerful.

So, use it to your advantage by launching a referral program, which incentivizes satisfied patients to spread the word about your medical practice and your skills as an orthopedic surgeon.

Post-Visit Surveys

Your patients’ opinions matter. Sending out quick surveys after consultations or procedure appointments allows you to collect valuable feedback about their experiences at your orthopedic practice.

With this information, you can gain insight into your areas for improvement, ensuring you provide the best possible orthopedic care for future patients.

How to Take Control of Your Online Reputation

Patients today are tech-savvy. They research and check online reviews to see what others are saying before deciding whether to trust a healthcare provider, including orthopedic doctors.

For this reason, it’s critical that you control what information your desired audience can see about your orthopedic surgery practice. Here’s where reputation management services like ours come into play.

Ways to Get More Reviews

Glowing reviews can help you build credibility and trust and instill confidence in your skills as an orthopedic surgeon. Plus, they improve your local search rankings.

In other words, you must acquire these online assessments, especially if you want to turn internet users looking for orthopedic-related information online into conversions.

The question is, “How?” Fortunately, obtaining reviews is not complicated. All you need to do is remind your patients to leave feedback after their appointments.

That said, you must never buy positive reviews. Google and other platforms consider this act a violation categorized as fake engagement, which can lead to penalties that can hurt your online visibility.

How to Drive Orthopedic Surgery Patient Loyalty

We boast a 95.67% client retention rate. But we didn’t get to this point by focusing on attracting new clients. Instead, it’s because we keep our existing customers satisfied through results.

An effective orthopedic marketing strategy is the same—it shouldn’t solely be about drawing new patients. Instead, it must also focus on building lasting relationships with your current ones.

Here’s how:

Email and Newsletters

Think of online marketing as an orthopedic surgeon’s toolbag. Inside this kit are various instruments medical professionals like you can use to reach patients and stay connected with them.

One of the tools inside our bag is email marketing, a digital marketing technique involving sending emails and newsletters that help you reconnect with previous patients and keep them engaged with your practice.

Do you need help writing email and newsletter content that nurtures existing orthopedic patients? Talk to us! Call 310 879 8003 or email contact@digitalspotlight.com.

Show How You Provide a Better Patient Experience

What makes your orthopedic surgery practice distinct? If you don’t showcase the various ways you provide a top-notch patient experience, your current clients may switch to someone who does.

But don’t worry. Unlike other digital marketing companies, we take the time to understand our clients inside and out, not charging them for off-the-shelf solutions.

This way, we can ensure your website, content, advertisements, and even your social media posts communicate the qualities that make you the best for orthopedic care.

Demonstrate Credibility and Authority

You must constantly exude credibility and authority. Otherwise, patients are unlikely to trust and return to your practice for their healthcare needs.

Fortunately, there are various ways we can help you demonstrate these traits, including the following:

• Producing articles and blogs that showcase your extensive knowledge of orthopedics
• Connecting you with other credible and authoritative figures in your industry
• Spotlighting patient experiences that can instill confidence in your skills as an orthopedic surgeon

When to Use Orthopedic Surgery Content Marketing

With more people taking a proactive approach to their health and looking for solutions online, wisdom suggests that the best time to utilize orthopedic surgery content marketing is now.

After all, the sooner you broadcast your articles and blogs on the web, the earlier you establish yourself and your practice as a go-to resource for orthopedics and connect with prospective patients.

However, producing high-quality, rank-ready content that resonates with your target audience takes time and skill. For busy medical professionals like you, that may be a problem.

Fortunately, you can trust our in-house content team to craft informative articles and blogs that empower your patients and showcase your unmatched orthopedic expertise.

Will Orthopedic Surgeons Be in Demand in the Future?

The US population is aging quickly, with a median age of around 38.9. As the country ages, more Americans will require orthopedic care.

However, the AAMC (Association of American Medical Colleges) predicts there won’t be enough surgeons to accommodate this rapidly growing demand.

In other words, yes, orthopedic surgeons will continue to be needed. The only question is, “Will Americans look to you for their orthopedic needs?” With an effective digital marketing strategy, they will.

What Is the Most Expensive Type of Orthopedic Surgeon Marketing?

It’s impossible to say which among the seemingly countless digital marketing strategies is the most expensive. After all, every orthopedic practice is distinct, with different budgets, needs, and objectives.

Take PPC advertising through Google Ads, for example. For many surgeons, it’s the best-value tactic for acquiring patient leads, consults, and procedures for their clinics.

However, if your unique situation requires you to target highly competitive keywords to drive people toward your orthopedic offerings, other avenues like SEO may be more cost-effective.

For this reason, you must partner with a digital marketing firm that will maximize your advertising dollars. And if you don’t mind us boasting a little, that firm is us.

With over 15 years of experience and a dataset built from launching and managing more than 2,000 client campaigns, we can determine which marketing efforts will deliver the best results.

Don’t believe us? Contact us, and we’ll give you a marketing plan based on your unique situation—one we’ve tested on our internal sites—for free, with no strings attached.

Partner With Us for Success

Unlike other digital marketing firms, we’re not claiming to be gurus, and we’re not trying to be. Instead, we’re marketers with a penchant for digging into the mathematics of things.

What do you get with a math-obsessed agency? Strategies that have successfully and consistently bridged the gap between healthcare professionals and the patients searching for them.

So, if you’re ready to learn the difference between math-driven digital marketing strategies and cookie-cutter advertising solutions, book a consultation with one of our experts.

Call us at 310 879 8003, email contact@digitalspotlight.com, or visit our office at 2450 Colorado Avenue, Suite 100E, Santa Monica, CA 90404.