One doesn’t always think of marketing for orthopedic and spine practices. However, all practices need to draw in patients. Therefore, marketing is an unsung effort that becomes a significant part of the occupation.Claim your FREE Practice Diagnosis
Marketing for medical practices, such as orthopedics and spine specialists, have shifted with the onset of the Information Age. Patients now do their own research, looking up information online and depending on digital sources to point them in the right direction.
With this in mind, it is imperative that orthopedics and spine practices evolve with the times and change their marketing strategies to fit the niche where patients are searching.
- Physician Referrals
Through the past several decades, specialists have relied heavily on referrals from internists or primary care physicians. However, due to the trend of hospital acquisitions, the hometown doctor is becoming a thing of the past. Unless you too are included in the engulfing hospital system, you may find your referral sources drying up
Primary care doctors are becoming saturated with sales reps that are looking for sponsorships for their pharmacies or devices. Due to this glut in reps, it is becoming more and more difficult to stand out in the referral crowd.
- Newspaper Ads
Since Facebook is automated to match the goals you have selected, you can control the results. As the paper civilization fades into history, the hometown news is transferring into a digital format. Social media is now the hub of news, both local and worldwide. Statistics show that less than half the population now reads a traditional newspaper, regardless of the generation. When it comes to millennials, this average drops to less than 1 in 4.
Therefore, the pre-Medicare age group, considered the most sought-after among patients, is the least likely to look at a newspaper ad.
Newspaper ads can be helpful on a local level, as in the case of an office relocation or special event. However, when it comes to attracting new patients, it is best to turn efforts to other sources.
- Reputation Management
It seemed a good idea to hire a professional to flood the internet with good reviews, thus drowning out any bad ones that may have been attributed to you. However, Google is savvy to this trick and will flag sites created by “reputation management” companies. The system recognizes the quality of page content, domain name, and other factors. These services tend to be a money pit. Worse, they can adversely affect your standing in the search engines.
The best way to get past negative reviews is to ask satisfied patients to write good ones. However, this can be a challenge due to the factor of unknowns.
Your best bet in marketing for the new millennium is to consult with an experienced medical marketer, one who can show you the best use of social media and other current trends.
Click here for a FREE VIDEO ASSESSMENT of your individual needs in social media