Orthopedic Marketing That Grows Your Practice.
Help your practice win the subspecialty and "orthopedic surgeon near me" searches across your market, grow self-referred patients alongside physician referrals, and build the surgeon reputation that earns high-value consultations.
Years experience
Clients served
Boutique agency, work directly with the founder
Patients research an orthopedic surgeon long before they book.
Orthopedics still runs on physician and primary-care referrals, but patients increasingly research their own care. When a knee needs replacing, a shoulder will not heal, or an athlete tears an ACL, they search: "orthopedic surgeon near me," "knee replacement specialist," or "sports medicine doctor." Surgery is a major decision, so patients read reviews, compare surgeons, and weigh you against hospital-affiliated groups before they commit. Orthopedic marketing is how you win that research, grow self-referred patients alongside referrals, and build the reputation that earns high-value consultations. It is one focus within our broader healthcare marketing work, and for practices across Long Island and the wider metro it is tuned to how orthopedic patients actually search, compare, and choose.
What we typically see when we audit an orthopedic practice.
Orthopedic practices tend to have the same fixable gaps. Closing them is usually where the fastest growth in consultations comes from.
A free consultation shows you exactly which of these are costing your practice patients.
Get a Free Marketing Consultation- The practice does not rank in the map pack for core searches like "orthopedic surgeon near me," "knee replacement," or "rotator cuff specialist" in the towns it serves.
- Subspecialties are lumped into one generic message, so sports medicine, joint replacement, spine, and hand searches all go unanswered.
- Individual surgeons have thin or stale reviews, so the practice loses a high-trust decision to a competitor or hospital group with stronger profiles.
- Hospital-affiliated and large ortho groups outrank the independent practice on the exact procedures that drive revenue.
- The practice depends almost entirely on referrals, with no strategy to grow self-referred patients or reinforce referral sources online.
What we do for orthopedic practices.
Every service below is focused on one outcome: more high-value consultations in the subspecialties you want. They work best together, from SEO and content that captures condition and procedure searches, to paid search for high-intent cases, to reputation management that builds surgeon trust.
Orthopedic SEO
Rank in the map pack and top results for the subspecialty and condition searches happening in your market. We optimize your Google Business Profile, build local citations, and create pages for each subspecialty and town you serve.
- Local SEO and map pack rankings
- Google Business Profile optimization
- Subspecialty and procedure keyword targeting
- Subspecialty and service-area pages
Google Ads for Orthopedics
Put your practice in front of high-intent, self-referred patients the moment they search. We build and manage campaigns around the high-value procedures and subspecialties you want to grow, with call tracking on every case.
- High-value procedure campaigns
- Subspecialty-focused targeting
- Call tracking and conversion reporting
- Budget-conscious campaign management
Orthopedic Website Design
Your website is where patients and referring physicians judge credibility. We design and optimize orthopedic sites to load fast on mobile, present each subspecialty and surgeon clearly, and make requesting a consultation effortless.
- Conversion-focused, credible design
- Mobile speed and Core Web Vitals
- Subspecialty, procedure, and surgeon pages
- Online consultation requests and forms
Reputation Management
For a major procedure, reviews and surgeon reputation decide who a patient trusts. We build a steady, genuine flow of Google reviews for the practice and each surgeon, respond professionally, and monitor your reputation across the platforms patients check.
- Review growth for practice and surgeons
- Patient feedback automation
- Reputation monitoring across platforms
- Review response strategy
Condition and Procedure Content
Authority content on conditions and procedures answers the questions patients research before a major decision and demonstrates surgeon expertise. It captures subspecialty searches, builds trust, and reassures referring physicians.
- Condition and procedure guides
- Subspecialty and recovery content
- What-to-expect and FAQ pages
- Authority and E-E-A-T signals
AI and Referral Capture
Recover consultations that slip through the cracks. We build automated workflows that follow up with new inquiries fast, route them to the right subspecialty, and keep referring offices and patients engaged until the consultation is booked.
- Speed-to-lead follow-up
- Subspecialty routing and reminders
- Consultation booking workflows
- Referral-source and past-patient campaigns
Built for every orthopedic subspecialty.
Orthopedics is not one specialty. A sports medicine surgeon targets different patients, and different searches, than a joint replacement or spine surgeon. We tailor strategy to the subspecialties and cases you want more of.
Get a Free Marketing Consultation- Sports Medicine: Capture athletes and active patients searching for ACL, rotator cuff, and overuse injury care.
- Joint Replacement: Win high-value hip and knee replacement consultations with surgeon reviews and procedure content.
- Spine: Reach patients searching for back and neck pain, sciatica, and spine surgery options.
- Hand and Upper Extremity: Target carpal tunnel, fracture, and hand surgery searches with dedicated positioning.
- Foot, Ankle, and General Ortho: Cover the full range of general orthopedic and extremity care across your service area.
- Multi-Surgeon and Multi-Location Groups: Rank each surgeon and office in its own subspecialty and market.
What orthopedic practices need to grow.
Sustainable practice growth is not built on one tactic. It takes six interconnected elements working together. A gap in any one of them limits the return on everything else.
Visibility
Patients cannot choose a practice they cannot find. Ranking in the map pack and top results for local subspecialty and procedure searches is the foundation everything else builds on.
Surgeon Reputation
A recent, plentiful review profile for the practice and each surgeon converts researchers into consultations and signals trust to Google's local ranking algorithm.
Patient and Referral Growth
SEO, paid search, and referral-source visibility working together grow self-referred patients and reinforce referrals rather than relying on physician volume alone.
Conversion and Intake
High-value consultations are lost when intake is slow. Clear requests, fast follow-up, and subspecialty routing turn research into booked appointments.
Authority
Condition and procedure content and credible surgeon profiles build the expertise and trust that win a major decision and support every other channel.
Analytics
Clear reporting on which subspecialties, towns, and channels drive consultations lets us double down on what works and stop spending on what does not.
"Orthopedics still runs on referrals, but patients research a surgeon the way they research any major decision. The practices that grow are the ones that show up for each subspecialty, build strong surgeon reviews, and make it easy for both patients and referring physicians to choose them. Get those fundamentals right and you grow self-referred patients without losing the referral base you already have."
Lee Sommers
Founder, Sommers Marketing Group
Why orthopedic practices work with Sommers Marketing Group.
Sommers Marketing Group is led by Lee Sommers, with more than nineteen years of experience and over three hundred clients served across healthcare and local service industries. We are a boutique agency, so you work directly with the strategist doing the work, not a rotating team of account managers.
Healthcare and specialty expertise
We understand subspecialty positioning, referral dynamics, insurance-driven patient behavior, and the competition from hospital-affiliated groups that make orthopedic marketing different from retail.
Data-driven strategy, not guesswork
Every decision is grounded in what the data says about your market, your competitors, and what is actually driving consultations for practices like yours.
Transparent reporting
You always know what we are working on, what is moving, and what the numbers mean. No black-box reporting, no vanity metrics.
No cookie-cutter campaigns
Your practice is not a template. Your subspecialties, surgeons, service area, and growth goals shape every strategy we build.
Focus on measurable ROI
We tie marketing to the outcomes that matter for an orthopedic practice: qualified inquiries, booked consultations, high-value cases, and long-term revenue.
How we start.
Free marketing consultation
We review how your practice and surgeons appear in local search, where competitors and hospital groups are outranking you, and the fastest path to more consultations for your situation.
A custom strategy
You get a straightforward plan built around your subspecialties, surgeons, service area, and budget. No jargon, no pressure, no generic package that was built for someone else.
Execution and reporting
We do the work, report on what is moving, and adjust as your visibility and consultation volume grow. You stay informed without having to manage the details.
Common questions about orthopedic marketing.
How does orthopedic SEO work?
Orthopedic SEO improves how your practice appears in Google results and the local map pack when patients search for care like "orthopedic surgeon near me," "knee replacement," or "rotator cuff specialist." It involves optimizing your Google Business Profile, building local citations, earning reviews, and creating pages for each subspecialty, condition, and town you serve so you rank for the searches that turn into consultations.
How long does orthopedic SEO take to show results?
Most orthopedic practices begin seeing measurable movement in local rankings and consultation requests within three to six months of consistent work. Competitive subspecialties and markets take longer, but the results compound over time as your authority, content, and reviews build.
Are Google Ads worth it for orthopedic practices?
Yes, especially for high-value procedures like joint replacement and sports medicine and for capturing self-referred patients who are researching options. With tight targeting and call tracking, paid search delivers consultation requests immediately while SEO builds, and lets you focus budget on the subspecialties and case types you want to grow.
How do you market distinct subspecialties like sports medicine, joint replacement, spine, and hand?
Each subspecialty gets its own positioning, pages, and campaigns rather than one generic orthopedic message. We build dedicated content and local SEO around the conditions and procedures in each area, and align surgeon profiles and reviews with them, so the right patients and referral sources find the right specialist.
How do you build reviews and reputation for individual surgeons?
We set up an automated system that invites patients to leave a Google review at the right moment, for both the practice and each surgeon. Because choosing a surgeon for a major procedure is a high-trust decision, we help each provider build a strong, recent review profile, monitor new reviews, and respond professionally so reputation supports both search rankings and patient confidence.
Can you help us compete with hospital-affiliated and large orthopedic groups?
Yes. Independent practices win locally by being more relevant and more trusted for specific subspecialties and towns than a large system trying to rank everywhere. We build hyperlocal, subspecialty content, surgeon-level reputation, and procedure pages so you own the searches that matter in your market and stand out from bigger competitors.
We depend on physician referrals. How does marketing help with that?
Marketing complements referrals rather than replacing them. A strong website, subspecialty content, and surgeon reputation reassure referring physicians and their patients, and referral-source visibility keeps your practice top of mind. At the same time, we grow self-referred patients through search so you rely less on referral volume you do not control.
Do you work with multi-surgeon and multi-location orthopedic practices?
Yes. We build surgeon-specific and location-specific strategies so each provider and office ranks in its own subspecialty and market, and patients are routed to the right specialist. That means individual surgeon profiles, location pages, and targeted campaigns rather than a one-size approach that dilutes results.
What does orthopedic marketing actually include?
A typical program covers subspecialty and local SEO, Google Business Profile optimization, review generation for the practice and surgeons, condition and procedure content, high-intent paid search, website and conversion improvements, referral-source visibility, consultation lead capture and follow-up automation, and monthly reporting tied to new consultations.
Ready to grow your orthopedic practice?
Let's build a marketing strategy that grows self-referred patients, wins the subspecialty searches happening in your market, and builds the surgeon reputation that earns high-value consultations. No obligation, no pitch deck.
Prefer to call?
631-496-1600. Monday to Friday, 9am to 6pm ET.
One business day response
Every reply comes directly from Lee, no auto-responders, no junior intake.
Schedule your free consultation
A few details help Lee come prepared with a useful answer specific to your practice, not a generic pitch.