Orthopaedic Marketing Success
Doctors are busy people, we get it. In fact, the average doctor works 60 hours a week. Between seeing patients, updating clinical sheets, surgeries, consulting with other physicians, and continuing education, they have little to no time to do anything else. So when it comes to marketing, many physicians don’t really have the time to invest in their marketing.
It’s common for those in medical offices to wonder if digital marketing is worth the effort and investment. They are often stuck in a rut of traditional media that isn’t helping them reach their goals.
But when 80% of internet users are specifically looking for health information and your digital presence is as flat as Will Smith’s hair in the 90s, you know it’s time to step it up. Digital marketing is about being where your audience is with fresh (pun intended) and engaging content.
For one of our orthopaedic surgeons, we’ve done just that.
This particular orthopaedic surgeon has a unique set of skills that puts him at the top of his industry. We started his digital marketing campaign in August of 2016 and have been following his data closely to be able to show his success. With good content, trackable results, and targeted marketing, we have grown his brand and practice exponentially.
In 2015, 2016, and 2017, his single-M.D. clinic performed more of a particular procedure than a specialist group out of Texas with 13 doctors did. The following data comes from actual procedures done December 2015-December 2017.
In the chart below, the red line indicates the month our campaign started. That September, only a month after we started, the number of surgeries doubled from surgeries done in September 2015.
In March of 2017, due to a technology glitch caused by a malfunctioning server, there was a dip in the number of procedures. Once the issue was resolved, the numbers shot right back up again. Since then, his marketing has continued gaining traction.
On January 1, 2018, all marketing efforts were put on hold. Two weeks later, we were given the go-ahead to restart campaigns. As you can see in the chart below,the difference between two weeks without us and two weeks with us back is staggering.
This chart just shows how many schedule appointment page views the doctor received through social media.
In the two weeks without our strategic marketing, plan this orthopaedic doctor received only four cold leads. After we reinstated his ads, he had 23 cold leads in a three day period.
For the next two weeks, over 60% of his web traffic came from the social media ads we set up. Our team of designers, analysts, and strategists knew exactly what to do to help keep his marketing steam flowing. His website receives 16 visits a day from social media alone and 91% of those visits schedule appointments.
As of March 2018, this doctor receives on average 110 cold leads a month. These cold leads are people who view his contact page through a social media advertisement. Through Google, he received 63 phone calls and our data shows that over 400,000 people saw his online ad. Of all those leads, the ones who found his information through our marketing efforts, he said over half of them convert to be surgical patients.
If you’re ready to see success like this orthopedic doctor, let’s chat. We want to help you grow your orthopaedic practice. Email us at [email protected] to schedule your strategy call today!
Frequently Asked Questions
+ How did Duo Marketing Group tailor social media marketing strategies specifically for orthopaedic practices?
Duo Marketing Group developed a custom digital marketing strategy for this orthopaedic surgeon that combined targeted social media advertising, engaging content, and trackable analytics. Knowing that doctors have limited time for marketing, Duo handled everything — from designing ad creatives to managing campaigns and reporting results. Their approach focused on reaching the right audience (patients actively searching for orthopaedic care) with the right message, on the right platforms, at the right time.
+ What measurable results did orthopaedic clients in Logan, Utah achieve through Duo Group’s digital marketing campaigns?
The results were remarkable. Within one month of starting the campaign, monthly surgeries doubled. Over 60% of the orthopaedic surgeon’s website traffic came from social media ads, with 91% of those visitors scheduling appointments. By March 2018, the practice was receiving an average of 110 cold leads per month through social media alone, with over 400,000 people reached through online advertising — and more than half of the resulting leads converting to surgical patients.
+ How does Duo Marketing Group address the limited time doctors have when managing social media marketing in Logan, Utah?
Duo Marketing Group operates as a fully managed marketing partner, so physicians can focus entirely on patient care while Duo handles all aspects of their digital presence. From strategy and ad creation to campaign management, analytics, and reporting, Duo takes on the marketing workload. The case study above illustrates this perfectly — in the brief two-week window when marketing was paused, leads dropped dramatically, demonstrating how much value Duo’s continuous management provides.
+ What role does AI-driven social media marketing play in Duo Group’s approach to promoting orthopaedic services?
Duo Marketing Group leverages AI-driven tools to enhance targeting, optimize ad performance, and identify the most effective content types for healthcare and orthopaedic audiences. AI helps Duo analyze patient behavior data, refine audience segments, and allocate ad budgets more efficiently — ensuring that orthopaedic marketing dollars are spent where they’ll generate the highest return. This data-driven approach is central to Duo’s ability to deliver consistent, measurable growth for medical practices.
+ Which social media platforms proved most effective for orthopaedic marketing success according to this case study?
Based on this case study, social media advertising platforms — particularly Facebook and Instagram — proved highly effective for reaching potential orthopaedic patients. The campaigns drove significant traffic to the doctor’s appointment scheduling page, with 16 website visits per day attributable to social media alone. Combined with Google advertising that generated 63 phone calls, a multi-platform approach delivered the best overall results for this orthopaedic practice.