People still get doctor referrals from friends and family.
Whether that referral results in a patient conversion may hinge on how aggressively a doctor is marketing themselves online.
“Orthopedic surgeons have lagged behind (in marketing) because they haven’t necessarily been confronted with the idea they need to be marketing,” said Garrett Smith, founder of InboundMD, in his interview with Mary Rechtoris of Becker’s Spine Review.
The Problem with Orthopedic Marketing
Patients searching online has caused word-of-mouth referrals to “[lose] traction as the primary patient acquisition channel,” write Rechtoris.
Smith has found that problem for orthopedic surgeons is that they start but don’t finish their online marketing efforts.
He shares his tips in the article, Take control of your brand — 6 thoughts on effective marketing for orthopedic surgeons in 2016:
- Website: Just having a website isn’t enough. Changes to Google’s algorithm in recent years means that online searches now yield location based results.
- Patient Reviews: Online patient reviews and accurate practice information across multiple sites are weighted heavily by search engines.
- Google My Business and Social Media: Get on Google My Business and create social media profiles that patients can more easily find you online.
- Ortho-Entrepreneur: The trend of orthopedic entrepreneurs starting their own practice or working in small groups is a segment that benefits greatly from consistent marketing efforts that can generate a steady stream of patients.
- Physician Ratings: Be aware that patients are using online physician ratings site to gauge your value as a provider.
- Large Health Systems: Surgeons in large health systems or hospitals: “The number one complaint I get from surgeons about group practice or hospital systems is that they don’t market me,” says Smith.
Click here to read the full article.
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