1. Stay up-to-date with new technology and procedures. While some orthopedic surgeons adopt new technology early and others are at the end of the pack, many patients are looking for surgeons who are able to give them the most cutting-edge, clinically safe treatment in the field. “I’ve been on the earlier side of adopting technology and I think patients often prefer to be treated by a physician who keeps up with the advances,” says Jeffrey Meisles, MD, an orthopedic surgeon with Orthopedic Specialists in Elmhurst, Ill. “Adopting new technology into the practice can offer state-of-the-art care.” This is especially important for patients who are sophisticated consumers searching for the best surgeon in their area. There is a lot of information available to patients on the Internet and patients are often educated about a procedure before their initial visit.
“In my practice, I’ve been doing a lot of work with patient-specific implants and custom prosthesis,” says Dr. Meisles. “Patients are doing research on joint replacements and are interested in physicians who are doing this because the theoretically beneficial outcomes of matching the implant to the patient’s anatomy for a quicker recovery.” The patient-specific implants are created using 3D images of the patient’s knee and are designed to fit the patient’s anatomy, which makes the replacement feel more like a natural knee. The implants also preserve more of the patient’s natural bone.
2. Use social media to interact with patients. Social media needs to remain a two-way street. After all, that’s what sets it apart from traditional websites. On his blog, David Geier, Jr., MD, is an orthopedic surgeon and director of sports medicine at the Medical University of South Carolina, responds to patients’ questions. Through a disclaimer, he clarifies that his response contains general information rather than a specific diagnoses or individualized treatment advice. Those who submit questions know ahead of time that Dr. Geier may feature them in future blog posts. He also encourages people to reach out to him via Twitter and e-mail, and shares the locations of his practice.
3. Make the waiting room high tech with computer stations and video clips. Have computers available in the waiting room with the practice website available for patients to search while they wait. The website can allow patients to make copayments online and look through educational information before the visit. The practice can also teach patients about their physicians and services through video clips. Compile five minute clips from all of the practice physicians discussing their subspecialty and the latest technology in their field. Spine surgeons can talk about minimally invasive procedures while knee surgeons might talk about new techniques for joint replacement. “If you’re going to spend money on marketing, the most important place to do that, at first, is in the waiting room,” says Peter Althausen, MD, an orthopedic surgeon at Reno Orthopaedic Clinic and chairman of the board of directors of The Orthopaedic Implant Company. “If you market yourself as ‘top in technology,’ you want to show your patients that from the beginning. You also want to make sure your waiting room is clean, put together and modern.”
4. Participate in community events. Encourage your staff and physicians to participate in community events, such as public service events or disease awareness campaigns, to spread the reputation of your practice. When the event calls for teams, such as a 5K race, you can put together a team from the practice. Raising money and sponsoring events is also a good way of keeping your practice in the minds of others in the community. Finally, practice leaders can consider becoming involved in the chamber of commerce.
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