These orthopedic ads provide inspiration for orthopedic surgeons to incorporate into their own marketing strategies to grow their practices.
We’ve all been scrolling on our phones when an ad pops up for a product or service that we convince ourselves we need right now. That’s not a coincidence — someone designed those ads to appeal to us.
Businesses spent nearly $3 billion on advertising in the U.S. in 2021. Companies and organizations across every industry know the importance of bringing attention to their product or service, and the field of orthopedics is no exception.
Digital advertising allows you to reach your target audience in a meaningful way and show them what makes you special. When done right, it can pay off — literally. According to Google, for each dollar businesses spend on Google Ads, they get $8 in profit.
To get more eyes on your website, more feet in the door of your practice, and more revenue coming in, strong marketing is essential. Paid ads on Google and social media are a crucial part of a successful digital marketing strategy.
Here are some examples of effective orthopedic ads and how you can use them for inspiration to create your own.
1. Highlight a unique value proposition
This Facebook ad from Texas Orthopaedic Associates, LLP is simple but effective. To start, the stock photo is colorful and eye-catching. But where the ad really gets it right is by highlighting a specific value proposition — flexible scheduling — that solves a common pain point.
Many adults don’t always prioritize their health due to thinking they don’t have time between work, family, and all the other activities that keep them running around during the week. Texas Orthopaedic Associates making it known up front that it offers flexible scheduling attracts new patients who may only have certain days or times of day available to attend an appointment.
How to attract new patients with your distinct offering
If you’re trying to grow your patient roster, create an ad that shows people how you can uniquely solve their problems. What sets you apart from the competition? It could be your area of specialization, the use of cutting-edge technology in your practice, or the fact that you offer weekend appointments. Whatever it is, home in on that unique value proposition and put it front and center in your ads.
2. Entice potential patients with offers and discounts
This Facebook ad from Michigan Orthopaedic Surgeons is likely to intrigue people who may be on the fence about pursuing orthopedic care. By offering a free service — in this case, a knee and hip health risk assessment — the practice provides potential patients with a way to connect with and learn more about the clinics and doctors without having to spend money.
People love a good sale or promo code, and offering discounts can grow your business and get new patients to check out your practice. It can be tricky to determine what kind of discount or freebie to offer. You don’t want to give away too much, draining your time or resources, but enough to get people’s attention and, eventually, through the door.
How to attract patients with a special offer
Use Michigan Orthopaedic Surgeons’ strategy as a jumping-off point, but tweak yours to focus more on something specific to your practice. If the upper extremity is your specialty, create an ad reminding people that it’s not normal for their shoulders or elbows to frequently be in pain, even if it’s mild. Then offer them a free phone consultation so they can discuss their situation with an expert.
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3. Include patient testimonials
The team behind the Orthopaedic Institute of Henderson knew just how much more impactful their Facebook ad would be if it featured a customer review. According to BigCommerce, 72% of consumers trust businesses more if they share reviews, and 88% say they trust testimonials as much as personal recommendations.
It’s one thing to say, “We’re great at what we do!” It’s another to have a fellow patient say it. Seeing a patient testimonial inspires more confidence in your practice. It can be as reassuring as a referral from a loved one for someone who’s nervous about being treated for an orthopedic issue.
How to use testimonials in your ads
Never use fabricated testimonials or reviews. Even if you’re confident no one would ever find out, it’s unethical and could be catastrophic if people did find out. Try to use reviews that zero in on specific aspects of your practice — like if the doctors and staff made the patient feel comfortable, well-informed, and valued. Don’t have any online reviews yet? Email patients after their initial visit or post-surgery asking questions about their experience. Encourage patients to leave reviews on Google — you can sweeten the deal by offering a discount or a free consultation in exchange for testimonials.
4. Use a carousel for your ad
This ad by Tri-City Orthopaedic Clinic is successful for several reasons. To start, it uses patient testimonials, and from there, it includes snippets of the services the clinic provides. The images are bright and eye-catching, and using a carousel is a great way to get your audience to interact with your ad.
Carousel ads also perform better than other types of ads on social media. So, by choosing to create one, you can reach more people in your target audience and spread the word even further about what your orthopedic practice has to offer.
How to create an engaging carousel ad
Carousel ads prominently feature images and only allow a small amount of text, so choose your words carefully. Develop a carousel that progresses naturally, so viewers will want to interact with it. For example, the images in Tri-City’s ad above are separate but connected, creating a seamless visual experience. Focus on your brand and ensure the design elements match it. If your specialty is sports medicine, vibrant images of athletes will catch the eye.
5. Target a wider audience
With this ad, Orthopedic & Sports Medicine Specialists (OSMS) is reaching a group of people beyond the patients it already serves. While the practice covers most aspects of orthopedics for patients, it also offers a partner program to combat rising healthcare costs for employers. Businesses that participate in this OSMS program can offer their employees the benefits of orthopedic care, not as a replacement for health insurance programs but as a complementary service.
This is a fairly non-traditional approach in the United States, but for employers who want to keep their employees healthy and save money at the same time, it’s an appealing prospect.
How to tap into a larger audience
Think about the sphere of people surrounding your patients and create ads that resonate with them. If you treat athletes and specialize in sports injuries, create an ad targeting athletic directors or coaches instead of just the athletes themselves. Encourage these sports professionals to keep their athletes at the peak of their game by addressing any issues with their bones or joints and scheduling an assessment ASAP.
6. Show off your accolades
Similar to patient testimonials, a winning ad campaign strategy is to highlight any healthcare industry awards or certifications your practice has earned. In this LinkedIn ad from the Orthopedic Institute, the practice displays its #1 rating from a regional poll based on votes from local individuals.
Awards and certifications add credibility to your practice, especially in this example, where the recognition came directly from people in the Midwest community in which the Orthopedic Institute is based and active. Potential patients who see these accolades in your ads are more likely to trust your practice.
How to exhibit your honors
Create ads that feature any awards your practice has received, focusing on details surrounding how you were selected. Don’t have any awards yet? That’s OK. Focus on other achievements. If you or another physician in the practice has recently earned a new certification or degree in another area of orthopedic surgery, highlight that. And start looking for awards you can put your practice in the running for in the meantime, both locally and nationally.
7. Use relevant keywords
A strong marketing plan includes using the right keywords in your ads for search engine optimization (SEO). SEO can help your paid ads do better by selecting keywords that will land you on your target audience’s radar. The Miami Bone & Joint Institute’s Google ad was displayed above the search results for “orthopedic surgeons in Florida,” so the practice likely used a similar keyword.
To do this, the Miami Bone & Joint Institute had to purchase an ad. But to be displayed so high, it also had to ensure its ad and its website’s landing pages were optimized for relevant keywords being searched by its target audience. You need to take a similar approach with your ad by targeting high-intent keywords for people in your geographic area who are looking for the services you offer.
How to maximize ad spend
You can get a cursory understanding of keywords and SEO by doing some research on your own, but it can be tricky — creating a marketing strategy is very different from running a medical practice. To really help your ad be seen, consider hiring an in-house marketer or partnering with a marketing agency.
8. Incorporate video into your ad
People who see this Facebook ad from Connecticut Orthopaedics are likely to remember the practice and what they have to offer simply because Connecticut Orthopaedics used a video in its ad. While social media allows users to share a wealth of visual content types, video posts take the cake as the most engaging for audiences.
Videos can increase conversions and take people from viewers to patients. According to Wyzowl’s report on The State of Video Marketing in 2023, 90% of marketers indicate video has been a key tool to help them generate leads, and 92% say video provides a good return on their investment.
How to create an appealing video ad
Make your content engaging by focusing on storytelling. Include a patient talking about their experience with your practice, or show interactions between doctor and patient. You could also feature people doing things in their normal life that could be affected by an orthopedic injury, like going for a walk.
Focusing on its niche service is smart because the audience doesn’t have to guess whether the practice specializes in a specific area. It’s also a good way for New Braunfels to differentiate itself from the competition — the audience immediately knows this is the place to go when dealing with sports-related orthopedic issues instead of a more general practitioner.
How to zero in on your niche
Even if you provide everything on the orthopedic spectrum in your practice, you likely have a particular service or procedure you’re known for or have done significantly more than others. Highlight that with any corresponding statistics about the number of patients you’ve helped in that area or the number of times you’ve performed the procedure.
10. Tie your ad to a major holiday or event
Holidays are a big part of most people’s lives, and creating ads that lean on special events can build relatability with your practice. This Facebook ad from Advanced Orthopaedics & Sports Medicine is linked to the New Year and the popular trope of starting the new year with a renewed focus on health.
Tying your ad to a holiday can entice your audience to learn more about your practice because they see you as more human than clinical.
How to breathe holiday spirit into your ad
The possibilities are endless here. There are holidays big and small all year, and you can really get creative and play around with tone, visuals, and messaging. A tactic to remember, above all, is to be inclusive (not everyone celebrates Christmas, for example). Do some research into the regional population surrounding your practice. If there’s a specific culture that makes up a large chunk of your audience, find out what holidays are important to them.
Take your marketing strategy to new heights in 2023
A clever ad isn’t the only piece of your marketing puzzle. An effective, engaging marketing strategy involves creating a well-rounded approach that bolsters your online presence, both on your website and your other online presences.