From Clicks to Consults: How Orthopedic Practices Can Improve Conversion and Prove Marketing Impact
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Orthopedic practices invest heavily in digital marketing, but many teams still struggle to see what happens between a click and a booked appointment. This session will share a practical framework for identifying where prospective patients drop off, improving the path from digital interest to consult, and measuring which marketing efforts drive real patient demand. Attendees will learn how to move beyond clicks and form fills, prioritize higher-impact conversion opportunities, and better connect marketing activity to booked appointments, attended visits, and practice growth.
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Learning Objectives:
- Identify the marketing and conversion metrics most relevant to orthopedic practice growth, including booked consults, attended appointments, and service-line demand.
- Assess where prospective patients may drop off between digital engagement and appointment booking.
- Compare surface-level metrics, such as clicks, form fills, and leads, with outcome-focused metrics like booked consults and attended visits.
- Apply a practical framework for improving conversion across key patient journeys.
- Create an action plan for connecting marketing activity to patient demand, reducing conversion friction, and communicating marketing’s impact on practice growth.
Sponsored by:
For more information, contact info@aaoe.net.
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James Peurach
Senior Account Executive - Enterprise, Freshpaint
James is a healthcare sales leader at Freshpaint, where he helps orthopedic and specialty practices improve marketing measurement, patient acquisition, and privacy-conscious growth strategies. His experience spans AI, API, SaaS, PaaS, and digital media, with a background in enterprise go-to-market strategy, new business growth, and helping healthcare teams connect digital marketing efforts to real patient demand.
Blair Primis
Chief Growth Officer, OrthoCarolina
Blair Primis is a highly seasoned growth executive, with an extensive background in marketing and experience creation. With over 25 years of experience in strategic marketing communications, creative direction, and social networking, he specializes in driving demand, growth, and establishing best-in-class experience solutions.
Key Roles and Experience
He has held significant leadership roles, primarily in the healthcare and marketing sectors, demonstrating expertise in combining marketing functions with patient/user experience:
- Chief Growth Officer at OrthoCarolina (February 2025 – Present). This role focuses on developing strategies to attract and retain patients and enhance the overall experience.
- Manager Partner at Primtos (July 2024 – Present), transforming ideas into "game-changing realities".
- Chief Marketing Officer at Flagship Specialty Partners (June 2023 – August 2024).
- Vice President of Marketing, Communications, Creative and Events at SCA Health (January 2022 – June 2023).
- Held multiple roles at OrthoCarolina for over 12 years, including Senior Vice President, Marketing & Talent Management (July 2009 – January 2022).
Skills, Teaching, and Boards
- Top Skills include User Experience Design (UED), Growth, Marketing and Organizational Consulting.
- Keynote speaker, teacher, and mentor on topics including growth creation, effective marketing disruption, leadership, and change management.
- Extensive Board of Directors/Advisors experience, primarily in the Charlotte area, with organizations such as the 7th Street Public Market, Carolina Farm Trust, Charlotte Cirque & Dance Center, and the OrthoCarolina Foundation.
- Publications include "How To Build The Right Marketing Team In 2024 And Beyond" and "How Healthcare MSO Leaders Can Leverage Marketing and Communications".
- Education includes a Bachelor of Arts from Duke University.