Orthopedic Surgery Marketing

Orthopedic Surgery Marketing

The intersection of orthopedic medicine and brand development is a powerful force that can propel a practice forward in the ever-evolving healthcare landscape. With consumers becoming more self-directed in their healthcare journey, and many turning to online research rather than seeking referrals from their primary care physician (PCP), orthopedic practices must rely on a mix of strategic marketing and patient experience-driven initiatives to keep appointments full and the practice growing.

To develop an effective Orthopedic Surgery Marketing strategy, orthopedic surgeons need to create a unique narrative that connects with patients and peers alike. This narrative will encapsulate a surgeon’s expertise and a clinic’s culture, while conveying the quality of the surgical outcomes patients can expect. For example, a surgeon may highlight their ability to provide patients with quicker recovery times after knee replacement surgery, compared to other local providers.

Social media platforms like Facebook and Instagram provide orthopedic surgeons with the opportunity to share human interest stories and showcase their personality. Sharing before-and-after images, time-lapse videos of patients’ recovery process, and patient testimonials is an effective way to build trust and credibility with prospective clients. This can be accomplished through organic social media posts or paid advertisements on these platforms, which are especially useful when targeting specific audiences.

A highly-responsive website is an essential component of any orthopedic practice marketing plan. A well-designed, mobile-friendly website enables patients to easily navigate the site and find the information they need, whether that’s a list of all available services or detailed information on specific injuries and treatments. Additionally, a blog that is regularly updated with informative articles and tips on the latest advancements in the field of orthopedics can position the practice as an authoritative source of information in the community.

Lastly, an easy way to boost a local orthopedic marketing campaign is to claim listings on Google Search and Maps. These listings are visible to people searching for medical practitioners in their area and can make or break a potential client’s decision to schedule an appointment. A well-crafted bio on the practice’s website is another excellent orthopedic advertising strategy.

In this day and age, most people looking for a medical practitioner will look up the doctor’s name on Google and select a practice that shows up in their search results. It is important for orthopedic practices to ensure they have completed their Google Business Profiles so that they are displayed in the local search results. To do this, they need to optimize their listing by providing a description of the practice, relevant images and videos, and contact information. The practice should also use geographic personalization in their ads to target people in the immediate area. This helps drive more qualified traffic to the practice and can help reduce pay-per-click costs. For more information on how to grow your orthopedic practice with these marketing strategies, download the free Orthopedic Surgery Marketing Guide.