7 Orthopedic Advertising and Marketing Ideas

If you’re an orthopedic surgeon wondering how to market your services, support long-term business growth, and reach people who need them, you must do more than just create a website. You have to consistently put your offer front and center on social media and the internet through orthopedic advertising. 

As your practice grows, its online needs may extend beyond patient acquisition to researching treatment options, connecting with industry resources, and finding trusted places to buy orthopedic injections online.

But how can you ensure you can reach the right people? And how do you make sure they will listen to what you have to say? Read on to learn about seven orthopedic marketing ideas to help you do just that. 

Key Takeaways

• Your landing page should prominently display your unique selling proposition (USP), such as your orthopedic specialization.
• To attract relevant traffic and improve search engine visibility, you should use targeted keywords and create specific pages for each service and location.
• You should establish a presence on social media platforms like Facebook and Instagram to reach different demographics and effectively promote your services. These platforms are also helpful for educating patients on orthopedic topics, such as orthopedic injectables. 
• Patient reviews and testimonials on your website and third-party sites help you build trust and credibility with prospects.
• Search engine optimization (SEO) and backlinking help you increase the likelihood of your website appearing at the top of search engine results pages (SERPs). 

1. Put Your USP Front and Center

Before you publish your first ad, make sure there’s a landing page on which your prospects will land. Landing pages contain targeted messaging that convinces visitors you have the solution for their problem, not anyone else. 

In other words, these pages present your unique selling proposition (USP)—something you do better than your competition. For example, if you have an orthopedic specialization in podiatry, this is your USP. If you’re a pediatric orthopedic, that would be your USP. 

How do you present your USP on your landing page? Here are three tips to keep in mind: 

• Create a memorable headline—Your landing page should have a headline that describes your service or the benefit your visitors will receive from investing in your practice. It doesn’t need to be witty or long. 
• Write copy that guides visitors—After your headline, create sections that naturally guide your visitors to conversion. For example, the above-the-fold section (the part of your website that is displayed without scrolling) should be followed by a section that describes the benefits of your service, another that displays customer testimonials, and the final section that prompts visitors to book an appointment.
• Use several compelling CTAs—A call-to-action (CTA) asks visitors to take action and helps to turn leads into patients. It should be clear and tell your visitors exactly what you want them to do without being pushy (which is to book an appointment with you).

You should also include video content and images of your practice on your landing page to improve engagement.

2. Use SEO to Ensure People Find You

Search engine optimization (SEO) ensures your website shows up when people search for doctors online. 

For instance, if someone searches for a “shoulder and hand surgeon Austin,” you can increase your chances of appearing at the top of the search engine result page (SERP) by integrating that keyword into your website content. 

But you can’t stuff keywords into a single page and call it a day, as that would harm your search engine rankings instead of improving them. Instead, create a separate page for every condition you treat.

For example, if you perform rotator cuff tear surgery and shoulder joint replacement, you need to create separate pages for both so you don’t have to stuff relevant keywords into a single page.

Similarly, if you practice at several locations, create a page for each location to improve your SEO.

Finally, Google should recognize your business entity as related to all other instances where it shows on the internet. For this reason, it’s important to update your schema (a synonym for structured data) so the sameAs property denotes all other URLs associated with your business across the internet.

3. Establish Your Presence on Social Media Platforms

In April 2024, almost 62% of the world’s population—5.07 billion people—were on social media. This means that if you aren’t on social media, you’re depriving yourself of the hundreds of leads you could be getting per month. 

You can start with Facebook and Instagram. Your Facebook page will help people learn your address, contact numbers, booking links, email, and the best time to contact you. It also gives you a place to educate your audience about your practice and the services you provide. To expand your reach, consider influencer marketing, which involves working with popular social media content creators who can tag your Facebook page and introduce their audience to your services.

Instagram will help you do most of the same things but through images. However, the demographics you’ll be able to reach through both platforms will be different. For example, with Facebook, you may reach an older audience, usually above 35, while those on Instagram will typically be younger than 35.[1] 

Depending on the type of patients you treat, you can spread your orthopedic advertising efforts across both platforms to target different age groups.

4. Use Patient Reviews and Testimonials

Reviews and testimonials are considered by more than 73% of patients when selecting a healthcare provider.[2] Over 81.9% use Google Reviews, while 40% use multiple websites.[3]

If you want your orthopedic practice to welcome visitors every day, you need to use patient reviews and testimonials in your branding everywhere, not just on your website. Just as importantly, tracking patient attrition can help you understand why existing patients stop returning and where their experience may need improvement.

For example, if you’re listed as a hand and shoulder surgeon on WebMD, you should include testimonials there if possible. Similarly, make sure people are talking about the service they received from you on Google Reviews. 

You can also use patient testimonials in blog posts about specific treatment procedures and product reviews.

Aside from that, you should also integrate patient reviews and testimonials on your landing page after describing your services and the benefits they provide. This will help you build trust, catch the attention of your visitors, and act as a lever to conversion. 

5. Show What You Do Using Videos

Videos help people see and hear what you can do for them and what you’ve done for other people instead of just reading about it. 

It also means people can feel the emotion conveyed through your and your patient’s voice, tone, and facial expressions. This makes it easier for them to understand and connect with your practice. 

This means videos could be a great way to execute orthopedic surgeon advertising. For instance, if you’ve helped someone who has had a decade of rotator cuff pain through a minor, relatively painless surgery with minimal downtime and they’re comfortable with you sharing their experience, show their experience on social media through an inspiring video. 

You could also use videos to talk about complex surgeries like hip replacements, their requirements, downtimes, recovery times, and ideal patient profiles. These will help your customers learn that the pain they’ve been having in the hip could be fixed and reduce the mystery and fear associated with orthopedic procedures.

6. Build Backlinks

Backlinks are links to your website from other sites. They serve as endorsements by other websites that suggest the content on your website is high-quality, which improves your search engine rankings.

96% of websites in the top ten of Google’s search results pages had more than 1,000 backlinks from unique domains, with barely 0.3% having less than 100.[4]  

But this doesn’t mean you can use any website for backlinking. This is where quality is more important than quantity. Here’s how you can ensure that: 

• Focus on relevance—Make sure your backlinks are from sites that are relevant to the content of your website. For instance, if you’re creating an orthopedic hospital advertisement landing page, you need to ensure your backlinks are related to the hospital’s services. 
• Secure the right anchor text—Anchor text is the words that contain the link back to your website. Make sure this is natural and not stuffed with keywords. 

Backlinking can be challenging if you’re just starting your practice and don’t have many industry links. A talented link builder from an orthopedic marketing agency or an online marketplace like Upwork can help you with the process.

7. Invest in Google Ads for Orthopedic Advertising

Google Ads gives a return of $8 for every $1 spent.[5] It does this by placing ads at the top of search engine results pages. This means if someone types “spine surgeon near me,” on Google, it’ll present your practice as an option if you’ve invested in orthopedic ads. People searching for these terms are ready to take action and more likely to click through to your landing page and book an appointment with you. 

You can also track the progress of your orthopedic advertising campaigns using a tool like Google Analytics. This can help you find out exactly how many visitors come to your landing page via Google Ads and whether they’re worth the investment.

Just make sure you hire a writer to develop creative orthopedic ads that generate interest and contain relevant headlines and CTAs.

Deliver What You Promise With Doctor Medica

Orthopedic advertising can help you grow your practice and connect with more patients. To get results, you’ll need landing pages that communicate your USP, an optimized website that prospective patients can easily find, and an active social media presence that keeps your audience engaged.

Once patients begin coming through your doors, your practice must deliver the same level of quality and professionalism promised online. This means choosing dependable clinical products and partnering with reputable suppliers that can consistently support your treatment needs.

Doctor Medica provides reliable, authentic clinical supplies to help practitioners deliver safe and effective treatments. With your product needs taken care of, you can focus on what you do best—helping your patients move and feel better. Book a free consultation today.

Citations

[1] Kahlert, Hanna. “Instagram Is Becoming Facebook. So Where Do All the People Go?” MIDiA Research, 18 Jan. 2024, www.midiaresearch.com/blog/instagram-is-becoming-facebook-so-where-do-all-the-people-go

[2] RepuGen. “2025 RepuGen Patient Review Survey: Insights & Trends.” RepuGen, 2025, www.repugen.com/patient-review-survey

[3] Murphy, Rosie. “Local Consumer Review Survey 2026: Star Ratings Keep Rising, Old Reviews Don’t Cut It.” BrightLocal, 11 Feb. 2026, www.brightlocal.com/research/local-consumer-review-survey/

[4] Goodwin, Danny. “Study: 96% Of Sites in Google’s Top 10 Positions Have 1,000+ Links from Unique Domains.” Search Engine Land, 6 June 2024, https://searchengineland.com/link-importance-google-top-10-study-443024

[5] Google. “Methodology.” Google Economic Impact, economicimpact.google/methodology/