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What is Orthopedic Marketing?

The average Orthopedic business in the United States makes $531,400 million per year in revenue. Orthopedic Marketing is the process of promoting the business to increase that number or removing obstacles causing the ROI to be low. This can include paid social ads, paid search ads, local ads, radio ads, TV ads, or traditional ads.

Most Orthopedic companies struggle with various factors, such as an expensive workforce, finding adequate experts in each area, producing new creative content fast enough, and overseeing all aspects of their digital marketing. Let our team of Orthopedic digital marketing and advertising experts manage the groundwork it takes to grow your Orthopedic company. If you want to increase sales for your Orthopedic business, please contact AdvertiseMint.

“Every Orthopedic business pays for advertising. You either pay for advertising or you pay in lost revenue to your competitors.” – Brian Meert, CEO, ADVERTISEMINT.

Popular ways to increase revenue for Orthopedic companies.

Orthopedic Advertising Agency. — Image Source: Pexels.

The realm of orthopedics, focusing on correcting deformities in bones and muscles, is dynamic and competitive. As patient needs evolve and healthcare landscapes shift, orthopedic practices constantly seek avenues to enhance revenue. Here are five actionable factors that can pave the way for increased financial growth:

Advanced Treatment Options:

By staying abreast of the latest advancements in orthopedic treatments and surgeries, practices can offer state-of-the-art solutions. Patients are often willing to opt for newer, more efficient procedures in their quest for the best care. Offering minimally invasive surgeries or innovative therapies can distinguish the practice from competitors, attracting more patients.

Comprehensive Rehabilitation Services:

Post-surgery or treatment, rehabilitation is pivotal. If orthopedic practices integrate physiotherapy and rehabilitation services, patients are more likely to choose them for the convenience of a one-stop solution. This holistic approach boosts patient satisfaction and adds an additional revenue stream.

Expanding Service Hours:

Orthopedic issues can arise unpredictably, from sprains to fractures. By offering extended hours or emergency services, practices can cater to a wider patient base. Whether it’s accommodating working professionals or addressing immediate concerns, flexible timings can significantly increase patient inflow.

Telemedicine Consultations:

Telemedicine has revolutionized patient-doctor interactions in today’s digital age. By providing online consultations, orthopedic practices can reach patients from remote areas or those preferring initial virtual interactions. This mode isn’t just convenient; it’s also an effective way to increase patient volume without physical space constraints.

Patient Education Workshops:

Knowledge empowers. Hosting workshops or informational sessions on common orthopedic concerns, preventive measures, and available treatments can build trust within the community. These sessions position the practice as a knowledge leader and help in patient retention and referrals.

Orthopedic industry facts:

Average Revenue for Orthopedic: $531,400 million

Average Profit Margin for Orthopedic: 10%

Average Employees for Orthopedic: 1,000

Average ROI for Orthopedic: 20%

Average Growth Rate for Orthopedic: 5%

Total number of Orthopedic companies: 10,000

Average CPC on Google for Orthopedic: $10

Orthopedic Paid Social Ads

Paid social is a powerful way to help reach consumers interested in Orthopedic products or services. Paid social allows you to reach a wide range of people and then target your ads based on key attributes like age, gender, location, interest, and behaviors or using custom and lookalike audiences. Paid social ads are the leading advertising option to reach consumers on mobile devices. Paid social is also typically less expensive than other forms of advertising, making it a powerful combination. However, the pricing for paid social can increase as you get more targeted or if your ads appear irrelevant by the ad platform algorithm. The most popular paid social ad platforms are:

Orthopedic Paid Search Ads

Paid search is the most efficient way to reach consumers actively searching for Orthopedic products or services. Consumers often search the internet for questions about where they are in the buying cycle. A general search would indicate they are just beginning to research companies. A specific search would indicate that the consumer is knowledgeable and close to selecting or purchasing. Orthopedic advertisers can bid specifically on the most valuable keywords for their business, which helps them appear above their competitors for the most profitable keywords. Paid search ads are generally used for lead generation, local awareness, or e-commerce. Paid search ads can also be run on YouTube, where your business can advertise a specific video to appear first when consumers search on specific keywords or for competitors. The most popular Orthopedic paid search ads are:

Orthopedic Local Ads

Local ads are extremely important for Orthopedic companies and are often overlooked because of the focus on larger ad platforms. Local ads allow you to reach customers near your business and offer them a reason to visit your business instead of your competitors. Local digital ads typically include promotions, deals, or coupons and often align with your current business reviews on that platform. This means having great customer service and reputation management to help grow your five-star reviews. Other physical ads like billboards, digital billboards, bus, and metro ads allow you to ensure you are reaching customers located in your targeted area. The cost to reach a new local customer is often small compared to the lifetime value that customer will bring to your business. The most popular local ads for Orthopedic companies are:

Orthopedic Facebook Ads
Orthopedic Google Local Ads
Orthopedic Yelp Ads
Orthopedic Nextdoor Ads
Orthopedic Billboard Advertising
Orthopedic Metro Ads
Orthopedic Bus Ads

Orthopedic Radio Ads

Radio ads allow Orthopedic companies to reach a captive audience, often listening while commuting in the car, at the gym, or working. Radio ads allow you to talk directly to your customers and present. Radio ads are fixed in length and cannot be skipped, ensuring your audience will hear your message. Due to the passive nature of radio listeners, it’s essential to have optimized audio creatives and a large enough ad budget to ensure that the average listener is reached at the recommended frequency. It’s recommended when possible to use the radio personality to read your ads as they have built Some of the most popular Orthopedic radio advertising options are:

Orthopedic Local iHeartRadio Ads
Orthopedic Spotify Ads
Orthopedic Pandora Ads
Orthopedic Podcast Ads
Orthopedic National Radio Advertising
Orthopedic Talk Radio Advertising

Orthopedic Direct Mail

Direct Mail can be a powerful tool for Orthopedic companies to reach new and existing customers. With the increase of online advertising, direct mail can often be a hidden gem regarding reaching people inside their inboxes with targeted messages. Direct mail can be sent in mass with new automation tools and personalized before sending. The cost of direct mail often depends on the size of the mail (postcard vs. full-size letter envelope), and while postage can be purchased at bulk rates, it is still a rising cost to be considered. If you are interested in learning more about how your company can send out Direct Mail, please contact AdvertiseMint, and our team would be more than happy to walk you through the options.

Orthopedic TV Ads

There are several things that Orthopedic companies should be aware of when running TV ads. TV advertising for Orthopedics can be targeted to users locally, which is perfect for a company with just one location, or can be shown on a DMA, state, or national level for companies with multiple locations. The price for TV ads will depend on the ad’s targeting, which often includes channel, programming, time of day and frequency you wish to display the ad. If you have exact requirements, expect to pay more. Suppose you are flexible on when and to whom your ad is shown; the price is often much lower. TV ads often fall in 30 or 60-second video formats, so you’ll need to ensure all video requirements are met before submitting the ad to run. Best practices commonly include high-resolution visuals, clear product features and benefits, testimonials, an enticing offer, and a clear call to action, including a phone number or website for the consumers to visit. There are also options for paid programming, including 30-minute or 60-minute segments played without interruption, typically between 11 p.m. and 5 a.m. If you are interested in TV advertising for your Orthopedic company, please contact AdvertiseMint for more details and pricing.

How important are reputation management and online reviews for Orthopedic companies?

Every Orthopedic company knows that online reviews are essential for sales growth. In a digital world, online reviews on Google Local, Yelp, and many rating websites are used by your customers to validate your business and the products or services you provide. Most of the review sites will penalize you if you try to solicit reviews for your business actively. However, various strategies can be used to help ensure your online reputation is safe from negative reviews. In addition, you’ll need a plan to praise five-star reviews while professionally addressing lower reviews, which potential customers often read. If you want to improve your total online reviews and average rating and help lower negative articles on your company from the organic search engine rankings, please contact AdvertiseMint to talk more.

Frequently asked questions about Orthopedic advertising and digital marketing.

How much should an Orthopedic business spend on marketing and advertising each year?

An average Orthopedic business should spend between $39,855 and $$5978.25 a year on marketing and advertising expenses, or roughly 7.5% – 15% of annual gross revenue. The total amount may be higher if you are in a highly competitive industry, want accelerated growth, or your business generates high revenue during the holiday shopping season.

Why Orthopedic companies typically outsource their marketing and advertising?

Orthopedic business owners are often heavily involved with the day-to-day operations of their business. Some of the most common challenges for a Orthopedic business include:

Regulatory Compliance:

Ensuring orthopedic products meet strict regulatory standards is no small feat. Whether it’s a joint replacement or support brace, every product must pass rigorous testing and adhere to specific guidelines before reaching patients. This rigorous process can be time-consuming and costly.

Rapid Technological Advancements:

The medical field sees frequent technological shifts. Keeping up with these advancements, from minimally invasive surgical techniques to 3D printing of orthopedic implants, demands continuous research and development. This ever-evolving landscape can strain resources and require constant adaptation.

Patient Safety and Product Reliability:

Ensuring that orthopedic products are both effective and safe is paramount. Any malfunction in a surgical tool or prosthetic can have grave consequences for the patient. Guaranteeing reliability while innovating poses a complex challenge.

Competitive Market Landscape:

The orthopedic sector is rife with competition. Numerous companies vie for a share of the market, making differentiation difficult. Establishing a unique selling proposition without compromising on quality is a constant balancing act.

Cost Management:

High-quality materials, research initiatives, and skilled labor don’t come cheap. However, with healthcare costs under scrutiny, orthopedic companies must find ways to manage expenses without compromising on the quality of their products.

Because Orthopedic businesses are so focused on these challenges, it often becomes very efficient to bring in outside experts to help manage and ensure specific tasks are done correctly. Marketing and advertising are two of the most commonly outsourced areas businesses use because they are critical to their success.

What are the most popular Orthopedic advertising objectives?

Orthopedic Lead Generation

Many Orthopedic companies are focused on generating leads. This can include building an internal email list for marketing purposes or generating high-value leads that can be quickly contacted to grow revenue. Lead generation typically involves creating a specific incentive, offer, or informational guide and then driving prospects to a landing page to collect their information. You can also collect the prospects’ information on a lead form hosted by the ad platform. Both options can be connected with your CRM or email marketing system so automatic calls, emails, and SMS messages are sent directly to your new prospect. If you want to help set up a lead generation for your Orthopedic office, please contact the team at AdvertiseMint to discuss your options.

Increasing Orthopedic Sales

The most popular of all advertising objectives for Orthopedic companies is sales. Increasing revenue is essential for every Orthopedic company to succeed. Many ad platforms have new tools that allow you to pass through values for each customer, which means they associate more weight towards the customers spending the most. This allows them to find more customers like your top spenders. If you want to help grow your Orthopedic, please contact the team at AdvertiseMint to discuss your options.

Orthopedic App Installs

Perfect for any Orthopedic business that has a mobile app. The mobile app objective allows you to run ads for new app installs or app events, which are specific events set up inside your app, such as account creation, payment method added, or transaction completion. It can also monitor usage inside the app or if users reach a certain area. This allows you to display highly targeted ads relevant to each user who sees your ads. The most common types of apps are games, utilities, or informational mobile apps. If you want to help grow sales or usage from your Orthopedic mobile app, please contact the team at AdvertiseMint to discuss your options.

Orthopedic Local Traffic

Many Orthopedic companies have locations they are looking to drive local foot traffic to. This can be for a special event, promotion, grand opening, or daily usage. Local ads can be targeted down to a single zip code or a 1-mile radius around a spot on a map. This ensures you can reach the individuals who are located close to your Orthopedic location and get your ads in front of them. If you want to increase foot traffic for your Orthopedic location, please contact the team at AdvertiseMint to discuss your options.

Orthopedic Brand Awareness

As your Orthopedic company grows, it will become essential that you stay ahead of your competition. This is generally done by Brand Awareness campaigns, which focus on reaching a wide number of targeted users consistently over a long period of time. This ensures that your Orthopedic company stays at the top of mind for your consumers, and they continue to purchase your products and services. If you want to increase your Brand Awareness, please contact the team at AdvertiseMint to discuss your options.

Should Orthopedic companies utilize content marketing to boost their advertising efforts?

In the realm of medical industries, orthopedic companies stand tall, focusing on solutions that assist with musculoskeletal issues. With an ever-evolving patient base seeking knowledge and comfort in their choices, content marketing is emerging as a vital tool for these businesses. Here’s how orthopedic companies harness the power of content to elevate their advertising game.

Educative Content:

The world of orthopedics can seem intricate to the average person. Orthopedic companies can inform potential clients by breaking down complex subjects into digestible articles or videos. Whether it’s explaining how a certain joint replacement works or shedding light on post-surgery care, offering insights fosters trust.

Patient Testimonials:

Real-life stories carry weight. Orthopedic companies often share testimonials from individuals who have benefitted from their products or services. This demonstrates the effectiveness of what they offer and humanizes their brand, making it more relatable.

Engaging Visuals:

A picture can say a thousand words, especially in the medical field. Through detailed visuals, infographics, or animations, orthopedic businesses can illustrate how specific products function or how particular ailments affect the body. This type of content is educational and keeps the audience engaged.

Tips and Guides:

Orthopedic issues often require long-term management. Companies are tapping into this by offering guides or tips on maintaining joint health, exercises to strengthen muscles, or ways to make daily life easier post-surgery. Such content positions them as product providers and partners in a patient’s health journey.

Regular Updates:

The medical field is always advancing. By consistently updating their content based on new research, techniques, or products, orthopedic companies show they are at the forefront of their industry. This continuous flow of fresh content keeps them relevant and boosts their visibility in online searches.

How can Orthopedic integrate AI and other advanced technologies into their marketing strategies?

The world has changed for Orthopedic, looking to increase their marketing and advertising efforts using AI. Various new tools enable automation and AI to be used in areas like sales, graphic design, video production, content creation, voiceovers, spokesperson, video creation, blog writing, and more.

What do Orthopedic companies need to know about search engine optimization (SEO)?

The current average cost per click (CPC) on Google ads for the term “Orthopedic” is $10 and is expected to increase over time. SEO generates these same clicks from targeted keywords for free. There is tremendous value from SEO as you can generate a high volume of traffic for your key business segments. However, SEO is a long-term investment. We recommend that Orthopedic companies should be willing to plan for 6-12 months of SEO services before expecting an increase in results from these efforts. Please know that with SEO, the work is foundational, which means each task builds on top of each other. Each action adds more credibility to your website in the eyes of Google and other search engines. AdvertiseMint only believes in high-quality SEO, or long-game efforts, when building SEO. Most SEO tricks or gimmicks often work for a bit but later end up hurting your Orthopedic company when updates are made to the search engines. The only way to move forward regarding SEO is by doing a lot of the right things and doing them faster than your competitors. Orthopedic SEO involves three main areas. The first is onsite optimization, which means the pages of your website contain content and are optimized for the search engines. The second step is to build more topical authority around your business to help Google understand that you are an expert in the Orthopedic area. This is done by writing consistent blogs between 500-2000 words on core topics relating to your business. The final area is off-site linking, meaning other websites link back to your site and use specific anchor text. This can be achieved by public relations, outreach, and building relationships with other websites. When these three are done together, the result is that your Orthopedic SEO will improve, and your organic ranking will start to increase, thus sending more traffic to your website. If you are looking to improve your SEO, please contact AdvertiseMint.

Should Orthopedic companies be doing Email Marketing?

Yes. Every Orthopedic should have email marketing and SMS marketing for their company. Email marketing has continually been proven to be one of the most profitable marketing channels for Orthopedic companies. Email marketing allows you to reach your prospects and customers with specific messaging based on their location in your customer journey. These “flows” can be set up so that every person experiences the same informational process regardless of when they join. This ensures your company communicates 24/7 with the people most interested in your Orthopedic services and products. SMS messaging is also becoming highly profitable for breaking through all the noise and reaching your most valuable prospects via text. There are many rules regarding SMS marketing and how to add and remove people from your Orthopedic SMS marketing. If you want to learn more about optimizing your Email and SMS marketing for your Orthopedic company, AdvertiseMint is here and ready to help.

Are there any advertising restrictions for Orthopedic businesses?

Orthopedic practices, dedicated to diagnosing, treating, and preventing musculoskeletal disorders, are increasingly using advertising to highlight their services. But, like any other medical field, there are specific guidelines they must adhere to:

Truthfulness is Key:

It’s vital for orthopedic businesses to ensure their advertisements are grounded in truth. Any claims regarding treatments, surgical procedures, or recovery times should be accurate and verifiable. Misleading potential patients with unrealistic expectations can harm the practice’s credibility.

Showcasing Credentials:

Orthopedics is a specialized field; not every medical professional can offer its treatments. Advertising services related to orthopedic care without the necessary credentials is misleading and could have legal repercussions.

Patient Privacy Matters:

Success stories can be a powerful tool in advertising, showcasing real-life results. However, any patient information or images used in promotional material must have explicit written consent. Safeguarding patient privacy should always be a priority.

Clear Terms for Promotions:

If an orthopedic practice offers promotional deals, such as discounts on certain procedures or consultations, these promotions should have transparent terms. Ambiguous offers or hidden conditions can be seen as deceptive and tarnish patients’ trust in the practice.

Adherence to Regulatory Standards:

Orthopedic businesses, like other medical establishments, are governed by advertising standards set by medical associations and boards. It’s essential to stay updated on these standards and ensure that promotional materials align with them.

Where can I find examples of other Orthopedic ads?

You can find examples of Orthopedic competitor ads online in several places. Here are the instructions for how to view competitor ads running on Facebook, Google, and TikTok ad platforms.

View Orthopedic Competitor Facebook Ads

Go to Facebook Ad Library
Select the country where the ad appeared.
Select ad category (All, Politics, Housing, Employment, Credit).
Search by keyword or advertiser.
Review Facebook ads.

View Orthopedic Competitor Google Ads

Go to Google Ads Keyword Planner
Sign into Google Ads.
Click ‘Tools and settings’ in the top nav.
Click ‘Keyword Planner’ under the ‘Planning’ heading.
Click ‘Discover new keywords’
Type a relevant keyword into the box.
Click ‘Get Results’
Review Top of page bid and Google ads.

View Orthopedic Competitor TikTok Ads

Go go TikTok Ad Library
Select ad target country
Select ad type.
Select ad published date.
Enter in the desired keyword or advertiser.
Hit search.
Review TikTok ads.

How do Orthopedic companies measure the success of their marketing and advertising?

For most companies, revenue is the KPI (key performance indicator) we monitor when determining whether marketing and advertising efforts are successful. The revenue can be used to determine the ROI or ROAS for your campaigns over a set period of time. ROI (Return on Investment) is calculated by subtracting the initial cost of the investment from the final value, then dividing this new number by the cost of the investment, and finally, multiplying it by 100. ROAS (Return on Ad Spend) is determined by dividing the total revenue by the total ad spend for a specific period of time.

In addition to revenue, other companies may use metrics such as CPL (Cost Per Lead), CPA (Cost per Acquisition), or CPI (Cost per Installs) for mobile apps. Monitoring these costs over time can help understand factors increasing or decreasing these numbers. They can be affected by various factors, such as landing page optimization, time of the year, and competitors.

Many digital ad platforms offer a brand lift study tool for companies interested in branding and spending over $100,000 on advertising. This study is used to measure the impact on the perception of your brand when running ads. A brand lift study splits a specific audience into two groups. The first group is shown your ads over a specific period of time; the second group sees none of your ads. At the end of the study, users in both groups were shown a survey by the ad platform. The difference between the first and second groups is called the brand lift, or the increased consumer awareness of your brand due to running advertising.

Who is the best Orthopedic advertising agency?

Advertisemint is the best Orthopedic marketing agency. Our team of Orthopedic advertising experts has proven experience in the Orthopedic industry. We bring a full-service team of expert account managers, copywriters, graphic designers, video editors, and media buyers ready to help you implement your marketing strategy and grow your Orthopedic business.