Orthopedics
Orthopedic marketing for surgical practices
Most orthopedic volume arrives by referral, which is why advertising has to be aimed narrowly: at the private-pay and elective services where patients choose for themselves, and at the conditions people research before they see anyone.
You work with me, directly, one-on-one. No account managers, no juniors, no handoff.
Who this is for
- Orthopedic practices with elective or private-pay service lines.
- Practices in markets where patients self-refer for sports medicine or joint pain.
- Administrators who need to know which services advertising can actually move.
What usually goes wrong
Advertising the whole practice
Referral-driven services do not respond to ads, and the budget disappears into them.
Condition pages with no next step
People research a condition for weeks. A page that explains it and does not offer an assessment produces nothing.
No call tracking
Orthopedic enquiries skew heavily to the phone, so the measured half of the funnel is the small half.
What I run
- Service-line selection
- Identifying which services patients actually choose for themselves before any budget is spent.
- Condition and procedure pages
- Written for the patient's question, with an assessment as the next step.
- Search campaigns on self-referral intent
- Narrow, service-line specific, excluding referral-driven work.
- Call tracking and capture
- Because most of the demand here arrives by phone.
- Reporting
- Cost per booked assessment by service line.
How it starts
- Week 1 Audit: the account, the tracking and the path from enquiry to patient, with a written 90-day plan.
- Weeks 2 to 4 Capture fixed at every entry point. Campaigns narrowed to the services that justify them.
- Weeks 5 to 8 A verified stage becomes the bidding signal, and form fills drop to secondary.
- Month 3 onward Budget follows cost per patient by service, reviewed monthly with you.
Proof
On my current healthcare programme I inherited an underperforming account and rebuilt it: cost per acquisition came down by about 78% while spend grew.
Talk to the person who will actually do it
The audit is $500 per ad account, comes with a 90-day plan, and is credited toward the first month if you continue with me. Retainers start at $5,000 a month, adjusted to budget and workload. Ad spend is paid by you directly.
Where I am not the right fit. Under roughly $10,000 a month in ad spend a retainer rarely pays for itself. I will say so on the call and suggest the audit plus a fixed project instead.
Common questions
Does advertising work for orthopedics?
For elective and private-pay services where patients choose, yes. For referral-driven surgical volume, rarely.
What about sports medicine?
Often the strongest candidate: self-referred, local, and decided quickly.
Should we advertise joint replacement?
Only where patients choose the surgeon themselves and the practice has capacity. Otherwise content and reputation do more.
How do we measure phone-heavy demand?
Call tracking that passes the click identifier through to the record, otherwise most of the funnel is invisible.
What budget makes sense?
Enough for one or two service lines in your area. Under roughly $10,000 a month, start with the audit and a fixed project.
Who does the work?
I do. Nothing is subcontracted or delegated.