Orthopedic & spine groups can't rely on PCP referrals like they used to — 5 takeaways

Orthopedic and spine practices can't rely on referrals from primary care specialists as much as they did 15 years ago, as 70 percent of patients today begin their "medical journeys" online, according to Daniel Goldberg of Gold Medical Marketing.

Gold Medical Marketing focuses exclusively on promoting orthopedic, spine and neurosurgery practices.

Mr. Goldberg shared five thoughts with financial planning firm Spaugh Dameron Tenny:

1. Orthopedic groups should see marketing as a revenue-generating opportunity instead of an ancillary expense. Marketing can help practices grow case volume beyond their existing patient base.

2. As hospitals and health systems continue making acquisitions, independent practices must launch their own direct-to-patient marketing efforts to compete.

3. Orthopedic surgeons performing surgical cases in the outpatient setting should market that service to the public.

4. Orthopedic practices can use the massive amount of user data available to deliver patients tailored advertisements and content.

5. An orthopedic marketing strategy must incorporate both patient and physician perspectives.

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