Here are five ways an orthopedic surgeons can market their practices at a relatively low cost.
1. Utilize electronic media to promote the practice. Create a practice website that includes information about the physicians, patient outcomes and patient satisfaction. Use search engine optimization to make sure the practice website is the first site that comes up when patients search for orthopedic surgeons in your area, says Peter Althausen, MD, an orthopedic surgeon at Reno Orthopaedic Clinic and chairman of the board of directors of The Orthopaedic Implant Company. Practices can also install computer terminals in the waiting rooms so patients can access the practice website and data while they wait.
You can also market directly to patients through e-mail. "You can send an e-newsletter out to patients every month that gives updates on new procedures, features a new physician and provides them with information about upcoming seminars," he says. "The newsletters can be created pretty easily and they don't cost any money to send."
2. Conduct seminars focusing on elective procedures. For elective orthopedic procedures, the consumer is in a position to decide when to push forward with care and where to receive their treatment. Seminars related to joint health and sports medicine can be highly successful in building relationships with new patients. These seminars can take place at local health clubs, gyms or community facilities where a single poster or mention in the organization's newsletter could attract several members who could be potential patients. "Once the patient comes to the seminar, they are more likely to proceed with care," says an Weinbach, executive vice president of The Weinbach Group, a healthcare marketing firm based in Miami, Fla. "For the patient, it's part of the educational process and a way to connect face-to-face with the surgeon." At the seminar, talk about all different types of surgical and non-surgical interventions to help the patients understand the potential treatment modalities available to them.
3. Give preseason presentations for young athletes about injury prevention and detection. Most high school teams have preseason players and parents meetings in order to discuss team requirements, goals and schedules. Send a physician to both meetings as a contact point for parents and players so the athletes have practice contact information when injures occur. "Showing up at these meetings reassures the parents their kid will be looked at and not be forgotten," says Joshua A. Siegel, MD, director of sports medicine at Access Sports Medicine and Orthopaedics in Exeter, NH. Physicians can also arrange to give a short presentation about injury prevention and treatment at the meetings.
"When people see you give a talk, they don't need your services right away, but when the injury happens they will remember you," says David Geier Jr., MD, director of MUSC Sports Medicine in Charleston, S.C.
4. Volunteer to stand on the sidelines at youth games. When a sports medicine practice is affiliated with a high school athletic department or team, the practice should send a physician to stand on the sidelines at each game. Sideline physicians evaluate and treat game-day injuries for the athlete as well as advise the coaches as to whether an athlete should return to play after an injury. Standing on the sidelines also creates additional exposure for the physician because sporting events are attended by team parents and the greater community.
5. Tell patients they can recommend you to their friends. While orthopedic surgeons assume patients with a good experience will tell their friends, asking them to refer your services goes further to promote the ever-important word-of-mouth reputation. "You’re your patients that the best way to show they are happy with their care is to refer family and friends if they are seeking orthopedic services," says Karen Rocks, principle consultant and owner of Sparkfire Marketing. "Just hearing this from their physicians really enforces that idea."
Related Articles on Orthopedic Practices:
5 Ways to Decrease Infection at Orthopedic Practices
7 Points for Orthopedic Practices Bringing on New Physician Partners
Don't Leave Money on the Table: 5 Tips for Orthopedic Claims Coding
You can also market directly to patients through e-mail. "You can send an e-newsletter out to patients every month that gives updates on new procedures, features a new physician and provides them with information about upcoming seminars," he says. "The newsletters can be created pretty easily and they don't cost any money to send."
2. Conduct seminars focusing on elective procedures. For elective orthopedic procedures, the consumer is in a position to decide when to push forward with care and where to receive their treatment. Seminars related to joint health and sports medicine can be highly successful in building relationships with new patients. These seminars can take place at local health clubs, gyms or community facilities where a single poster or mention in the organization's newsletter could attract several members who could be potential patients. "Once the patient comes to the seminar, they are more likely to proceed with care," says an Weinbach, executive vice president of The Weinbach Group, a healthcare marketing firm based in Miami, Fla. "For the patient, it's part of the educational process and a way to connect face-to-face with the surgeon." At the seminar, talk about all different types of surgical and non-surgical interventions to help the patients understand the potential treatment modalities available to them.
3. Give preseason presentations for young athletes about injury prevention and detection. Most high school teams have preseason players and parents meetings in order to discuss team requirements, goals and schedules. Send a physician to both meetings as a contact point for parents and players so the athletes have practice contact information when injures occur. "Showing up at these meetings reassures the parents their kid will be looked at and not be forgotten," says Joshua A. Siegel, MD, director of sports medicine at Access Sports Medicine and Orthopaedics in Exeter, NH. Physicians can also arrange to give a short presentation about injury prevention and treatment at the meetings.
"When people see you give a talk, they don't need your services right away, but when the injury happens they will remember you," says David Geier Jr., MD, director of MUSC Sports Medicine in Charleston, S.C.
4. Volunteer to stand on the sidelines at youth games. When a sports medicine practice is affiliated with a high school athletic department or team, the practice should send a physician to stand on the sidelines at each game. Sideline physicians evaluate and treat game-day injuries for the athlete as well as advise the coaches as to whether an athlete should return to play after an injury. Standing on the sidelines also creates additional exposure for the physician because sporting events are attended by team parents and the greater community.
5. Tell patients they can recommend you to their friends. While orthopedic surgeons assume patients with a good experience will tell their friends, asking them to refer your services goes further to promote the ever-important word-of-mouth reputation. "You’re your patients that the best way to show they are happy with their care is to refer family and friends if they are seeking orthopedic services," says Karen Rocks, principle consultant and owner of Sparkfire Marketing. "Just hearing this from their physicians really enforces that idea."
Related Articles on Orthopedic Practices:
5 Ways to Decrease Infection at Orthopedic Practices
7 Points for Orthopedic Practices Bringing on New Physician Partners
Don't Leave Money on the Table: 5 Tips for Orthopedic Claims Coding