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The Most Innovative Digital Marketing Strategies to Increase Orthopaedic Patient Volume

Thursday, March 8, 2018   (0 Comments)
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By: Daniel Goldberg, Gold Medical Marketing


At AAOE’s 2018 Annual Conference, Gold Medical Marketing CEO, Daniel Goldberg, will be discussing one of the most popular topics among orthopaedic executives – how to properly market your practice and generate new patients.  Below are a few of the subjects that will be covered on Saturday at 1:30 p.m.


1.  Your Website and Why It’s Important

Your website is now the new front door to your practice.  This is the first thing a potential new patient will see and first impressions can mean everything.  In fact, 77% of patients check a physician or practice’s website before scheduling an appointment.  Despite this statistic, many practice websites remain outdated or have not been updated to meet the demands of the more mobile savvy patient.

During this presentation, you will learn how your website influences patient decision, how to update your practice site, and the content that must be on your website – and why.


2.  Understanding Unique Patient Behaviors

Too often orthopaedic practices feel that one form of advertising will reach all potential patients and narrow their marketing focus to one outlet or initiative.  What practices must understand is that orthopaedic patients have separate behavior profiles, concerns, and habits and therefore respond to different forms of advertising.

The different roles of Digital Marketing, SEO, Google Adwords, Social Media, and Traditional Advertising and Video Advertising will be discussed.  Also learn how each of these influences a specific type of patient and the psychology behind influencing orthopaedic patients with the right form of advertising. 


3.  Google Adwords and ROI Tracking

Google Adwords often causes a significant amount of confusion. What keywords should you practice be targeting? How do you differentiate a “click” from a new patient, and how do you explain this to physician leadership?

Google Adwords is one of the highest ROI marketing initiatives to generate new patients but only if you are able to identify how a new patient found your practice.  Attend this presentation to learn how to properly implement ROI tracking systems to determine if your strategy is effective and how to improve it.  These ROI tracking systems eliminate nebulous metrics like clicks and impressions and drill down on new patient acquisitions - which is what physician leadership is most often interested in.  Also learn what keywords have been proven to be effective and those that may be wasting a substantial amount of marketing dollars.


4.  Understanding the Importance of Video

One of the most surprising digital marketing facts may be that YouTube is now the world’s second most popular search engine (Google of course being #1).  For patients looking for an orthopaedic specialist or information on a specific procedure, YouTube has become invaluable in their decision-making process. 

YouTube’s popularity among patients is also a significant indication of the changing behaviors of patients.  For instance, most patients will opt to watch a 1-minute video about rotator cuff tear symptoms and treatments as opposed to reading a 300-400 piece of content on a website.   As a result, investing in the creation of high quality video content is vital.  This can include physician bio videos, patient testimonials and condition and procedure specific videos.  This presentation will discuss how to create these videos and how to use them as a tool to get new patients into your practice.


5.  Using Social Media Correctly

By now most practices are aware of the importance of using social media but many relegate their social media strategy to posting pictures of the practice and non-unique content from related news sources. What many practices don’t realize is that almost all of their posts are shown to the same small audience that already knows about the practice.  As a result, the practice is not using social media to attract new patients. 

One of the most underutilized tools in social media marketing is the ability to use specific locations, demographics, and behaviors to target patients who are looking for an orthopaedic specialist.  Knowing these behaviors and how to target them with relevant content also helps physician leadership understand why social media marketing is important for the practice. Similar to Google Adwords, implementing ROI tracking systems for social media helps further justify the importance of social media marketing. 


Register now for the AAOE 2018 Annual Conference this April in Orlando to attend Daniel Goldberg's session. View the full schedule and educational session descriptions and register here.


About the Presenter

Daniel Goldberg is an expert in orthopaedic and spine practice marketing and public relations.  His company, Gold Medical Marketing, works exclusively with orthopaedic, spine, and neurosurgery practices across the country and utilizes the most advanced direct to patient marketing strategies to increase patient volume.  Daniel has lectured on medical marketing at some of the most esteemed medical conferences including, AAOE (2015, 2016 and 2017) and Becker's Annual Spine, Orthopedic and Pain Conference (2012, 2013, 2014, 2015 and 2016).  His demographic targeted approach to orthopaedic marketing has also been featured in AAOE, Becker's Orthopedic Review, Orthopreneur, and Healthcare Finance News.

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