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News & Press: Industry News

Interactive Communications — Successes, Failures, and Insights for Orthopaedists

Friday, August 25, 2017   (0 Comments)
Posted by: Tony Edwards, Venel
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The internet continues to create innovative and efficient ways for us to communicate with each other. It provides an endless resource of information via online search with sites such as Google and leverages personal networks through social media with the likes of Facebook.

With all these new online tools, it would be easy to assume that communicating your practice to the market has gotten a whole lot easier, and in some ways, I would agree. The ability to have all your locations, providers, and in most cases, procedural information on your website readily available and accessible 24/7 is a great resource for both patients and practices. The ability to target prospective patients within a geographical region with search engine advertising and then leveraging positive outcomes from patients via social media is ideal. But with all these low-cost tools, there are challenges.

For every website communication tool such as Google or Facebook that you run across, there are five others in the wings building their case to show up on stage and steal the show. Look at how many sites today have come from nowhere to mainstream communication tools: sites such as Pinterest, Instagram, Snapchat, and others. To add to the challenge of keeping up, there are constant and continual changes each and every one of these sites makes in an effort to improve its functionality, to position itself in the online ecosystem to survive, and to find a more efficient business model to either increase revenue or be more attractive to companies that do. As an example, Google and Facebook routinely, if not monthly, make dramatic changes that can impale almost any online marketing effort. Each change can impact whether practices should or shouldn’t continue working with it.


The fact is that marketing and communicating on the Internet is messy. And it is complicated. The rate of innovation and change makes it nearly impossible to stay on the forefront of it all. At Venel, we are lucky to have a large staff allowing us to have individuals that specialize, or let’s say subspecialize, in specific platforms such as Google, Bing, Facebook, and Twitter. In addition to other individuals who take the time to fully vet new sites and online applications. And this is just for the marketing and communication of orthopaedic surgery.

Attend AAOE’s webinar on Thursday, September 7, to learn more about orthopaedic practices' challenges with the internet, the best approach for search engines, mobile, social media, and how to use data to make your practice successful online. Click here to register for this AAOE webinar sponsored by Venel.


About the Author

Tony Edwards is a senior vice president of Venel and co-author of the books Alignment and, its most recent version, Alignment 2.0. Tony’s expertise combines strategy, execution, and experience, having worked directly with orthopaedic practices of all sizes in every region of the U.S. since 2003. Venel (Va-Nel)—named after the father of orthopaedics—is a marketing and business development firm supporting a network of nearly 1,000 orthopaedic surgeons that focuses on practice growth, return on investment, and establishing competitive advances in each exclusive market area.

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