Specialty · Orthopedics & Sports Med

Marketing for orthopedic and sports med practices.
Automation that fills the schedule.

From single-surgeon practices to multi-location ortho groups. We build the campaigns that reach patients in pain and the GPs who refer them — and the automation that routes leads same-day, scores referrers quarterly, and reduces day-of cancellations. The schedule fills itself.

Why it’s different

Orthopedic patients don’t shop. They search.

Patients arrive with a knee that’s stopped working or a shoulder they can’t lift. They don’t read brand campaigns — they search “knee replacement near me” or “sports medicine doctor [city]” the day the pain becomes unmanageable. Marketing has to meet that urgency.

The site has to triage fast — what you treat, where you are, who the surgeon is, and how soon they can be seen.

PCPs and ER physicians refer the bulk of the surgical volume. Sports teams, athletic trainers, and physical therapists fill the rest. Each is a distinct cultivation track.

Orthopedic practices that grow consistently are the ones working all of them — not just the consumer-facing campaigns.

How we work with orthopedic practices

Five things we do differently.

Each is the marketing we build and the automation that runs it — woven together, not stitched after.

01

Referrer cultivation, end to end

The referral network is the schedule — cultivated, then tracked, then scored.

The marketing: monthly outreach to high-volume primary-care practices, urgent-care groups, physical therapy clinics, and athletic trainer and team-physician programs. The automation underneath: referrer CRM with quarterly relationship-health scores per source, alerts when a high-volume referrer goes quiet, surgeon-profile pages auto-personalized for each referring practice.

  • PCP, urgent-care, and PT outreach programs
  • Sports team and athletic trainer partnerships
  • Referrer CRM with quarterly health scoring
  • Cooling-off alerts for high-volume referrers
  • Referrer-personalized surgeon profile pages
02

High-intent local search, end to end

Showing up for "knee replacement near me" — and routing the lead in minutes.

The marketing: procedure-targeted landing pages, Google Business Profile per location, citation consistency, schema markup for orthopedic-specific intent. The automation underneath: same-day lead routing to the right intake coordinator, intake-to-CRM handoffs, no-show prediction and reduction workflows.

  • Procedure-targeted landing pages
  • Google Business Profile per location
  • Same-day lead routing to intake
  • Intake-to-CRM automated handoffs
  • No-show prediction and reduction workflows
03

Procedure content + patient education pipelines

Plain-English procedure content backed by pre-op and post-op automation.

The marketing: procedure pages (joint replacement, arthroscopy, repair), recovery and rehab timelines, surgeon profile and credentials content. The automation underneath: pre-op patient education sequences (reducing day-of cancellations), post-op recovery check-ins, plan-of-care reminder workflows.

  • Procedure pages built with surgeons
  • Recovery and rehab timeline content
  • Pre-op education sequences (cuts cancellations)
  • Post-op recovery check-ins
  • Plan-of-care reminder workflows
04

Visual content + asset management

Recovery videos and patient stories — produced once, consent-tracked forever.

The marketing: short-form recovery videos, before/after movement content, patient stories. The automation underneath: consent workflows for every asset, central asset library with usage rights tracked, automated re-permission requests when content reaches expiry.

  • Recovery and rehab video production
  • Patient story production with consent workflow
  • Central asset library with usage-rights tracking
  • Automated re-permission requests at expiry
  • Educational animation for complex procedures
05

Reputation as infrastructure

Reviews captured at the right moment, anchored in clinical outcomes.

The marketing: response protocols, reputation monitoring across Google, Healthgrades, and orthopedic-specific platforms. The automation underneath: post-visit review request systems timed to recovery, sentiment alerts, outcome-anchored testimonial curation that flags review-worthy patients to the team.

  • Post-visit review request automation
  • Recovery-anchored review timing
  • Sentiment alerts across platforms
  • Outcome-based testimonial curation
  • Crisis-response readiness for negative reviews
What we measure

Outcomes, not impressions.

Orthopedic growth is measured in qualified patient inquiries and the strength of the referring network — not impressions or vanity metrics.

01

Qualified new-patient inquiries

By source, by subspecialty, by acquisition channel. Reported weekly.

02

Active referring providers

PCPs, ER physicians, physical therapists, and athletic trainers referring into the practice. The flywheel metric.

03

Cost per acquired patient

Net of all spend across all channels. The number that determines whether marketing is investment or expense.

Compliance

HIPAA-aware by default.

No PHI in marketing systems. Business Associate Agreements in place where required. Outcomes claims reviewed against FDA and FTC guidance before campaigns go live. We have built this work around the compliance reality, not around it.

Ready when you are

Running an orthopedic or sports med practice?

Send a short note. We’ll come back inside two business days with an honest read of what would actually move your schedule — surgical referrals up, new patient lead time down.

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