Beyond Referrals: Why Orthopedic Surgeons Need to Think Like Brands (and How to Do It)
Recently, our very own President and Founder, Jaclyn, had a great conversation on the "Coffee with Experts" podcast. It was a fantastic opportunity for her to share the unique journey of 2ten Marketing and what drives our passion for helping businesses – especially those in specialty healthcare, like orthopedic surgeons – truly thrive.
For those who don't know us, 2ten Marketing isn't your typical digital marketing agency. Our foundation is a little different. Jaclyn's career didn't start in the agency world; she spent years on your side of the table, understanding the challenges and the real-world pressures of growing a business. From navigating the fast-paced automotive industry, selling leads to dealerships, to leading marketing for powerhouses like BMW and Lexus, she's seen it all. This experience is the bedrock of our unique vision: to cut through the BS and deliver marketing services that directly align with your growth goals – which, let's be honest, is usually about increasing your bottom line.
From Automotive to Orthopedics: Why the Shift?
You might be wondering, "How does automotive marketing relate to my orthopedic practice?" That's a fair question! When Jaclyn transitioned into the medical space (inspired, in part, by her husband in the field), she saw a significant opportunity. The digital landscape for healthcare was, and in some ways still is, behind the curve. The sophisticated strategies used to connect with car buyers could be – and are – incredibly effective in helping patients find the right specialists.
One of the key shifts Jaclyn discussed was the evolution of patient acquisition. The days of solely relying on primary care referrals are fading. Patients are now actively searching online and consulting their networks to find their orthopedic surgeons. This means you need to be present and engaging in the digital space more than ever before.
Our Secret Weapon: We Speak Your Language (and We Create Killer Content)
At 2ten Marketing, we understand that in a competitive market, simply being good isn't enough – you need to be seen as the obvious choice. For our orthopedic partners, a big part of that is through compelling media. That's why we've built an incredible in-house media team. Whether we're crafting a new website, optimizing your SEO, or running digital ad campaigns, we lead with high-quality video and photography.
Think about it:
Imagine potential patients hearing directly from those you've helped. Our patient testimonial videos are powerful tools that build trust and showcase real success stories.
What if you could educate potential patients on procedures and recovery, establishing yourself as the expert? Our informational videos do just that.
How does your practice visually represent the quality of care you provide? Our branded photography ensures you make a strong first impression.
By prioritizing impactful content, we lay the foundation for all our other marketing efforts to succeed.
Navigating the Digital Ad Maze: Beyond the Usual
When it comes to digital ads, we often see a heavy reliance on Google Ads in the medical field. While Google has its place, we've found significant success utilizing Meta (Facebook and Instagram) to help our orthopedic clients reach a broader audience and connect on a more personal level. In a crowded Google Ads environment where you might be competing with large hospital systems, Meta can be a cost-effective way to showcase your individual practice and expertise.
SEO for the Long Haul: Planting the Seeds for Future Growth
We often have conversations with new clients who are eager for immediate results. While PPC can provide that initial boost, we firmly believe that SEO is the cornerstone of long-term success. It's about making sure you're discoverable when patients are actively searching for orthopedic care. Our approach often involves a strategic blend: starting with a stronger PPC presence to drive immediate leads while simultaneously building a robust SEO strategy for sustained, organic growth.
Click here to check out this patient testimonial featuring Tim Kennedy and Dr. Travis Burns of Ortho San Antonio.
Why Storytelling Isn't Just a Buzzword – It's How We Connect
We're passionate about the power of storytelling. In healthcare, especially orthopedics, the impact you have on your patients' lives is profound. Sharing those journeys – the ability to walk again, to return to normal activities – creates a powerful emotional connection. Our media team excels at capturing these authentic stories, which not only inspire potential patients but also build deeper loyalty.
Embracing AI: Working Smarter, Not Just Faster
The rise of AI is something we're excited about at 2ten Marketing. However, our approach is strategic. While some might focus on AI for content generation, we've found its greatest value lies in enhancing our SEO strategies. AI helps us analyze data more efficiently, identify key search terms, and refine our targeting, allowing us to deliver even greater value and faster results for our partners. We believe in leveraging AI to empower our team, not replace the human touch that's so crucial in effective marketing.
P.S. We’ve created an AI Workbook specifically for orthopedic surgeons, click here to get access!
Ready to See the 2ten Difference?
Jaclyn's podcast appearance offered a glimpse into the philosophy and approach that makes 2ten Marketing unique. We're not just checking boxes; we're invested in your success. If you're an orthopedic surgeon looking for a marketing partner who understands your world and delivers tangible results, we'd love to connect.