Orthopedic Doctors Need to Tout Tools of Trade for Joint Issues

BY Courtney Huckabay
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"Nearly everyone will experience knee or hip pain at some point in their lives. When this kind of pain strikes, doctors are likely to recommend the least invasive treatment to alleviate pain and encourage healing. Joint replacement is a complex procedure, and finding the right surgeon and hospital can make a big difference in an orthopedic patient's outcome," according to Harvard Health Publications.

"In general, patients are likely to have a better result and fewer complications if the chosen surgeon performs the operation frequently (at least 100 times per year) and operates in a hospital where these procedures are commonplace. Don't be surprised if this rules out the most convenient hospital for your location."

Orthopedic surgeons and doctors can market to prospective patients by helping them make good decisions. Highlight experience in television ads for ortho practices, because AudienceSCAN reports 15% of Orthopedic Patients think TV is the best source for health/​medical information.

"When you meet for an initial consultation, try asking the following questions to be sure you're working with an experienced surgeon:"

  • Are you board-​certified in orthopedic surgery?
  • Are you fellowship-trained?
  • How often do you perform this surgery?
  • What kind of results would you expect for someone in my condition?
  • May I speak with any of your patients who have had this surgery?
  • What complications occur most frequently, and how do you deal with them?
  • Do you usually work with a particular physical therapist or rehabilitation center?

Doctors can use the questions above in radio spots to inform prospective Orthopedic Patients. According to AudienceSCAN research, 43% of patients took action after hearing radio spots in the past year.

"Much of your experience in the hospital and afterward will center on physical therapy, so it is worth your while to investigate this ahead of time."

"Look for a physical therapist who is used to working with people who've had joints replaced."

Rehab clinics can focus on what makes them stand out in the following categories in ads to target Orthopedic Patients. AudienceSCAN shows that newspapers can be effective in reaching this audience. 31% of Orthopedic Patients took action after reading a newspaper ad in the past month.

"A good physical therapist or rehabilitation center:"

  • individualizes your rehab program in consultation with your doctor
  • finds ways you can gain muscle strength even while joint damage limits your activity
  • helps keep you going even through some discomfort
  • helps you reach your goals (whether that means just walking comfortably or returning to a favorite sport)