Industries

Orthopaedic Surgeon Marketing

Referral marketing, detailed procedure information and credible practitioner profiles for orthopaedic surgeons.
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How we work

One team across strategy, delivery and compliance

Understand your practice

We start with an audit of your website, visibility, competitors and goals, so the plan fits your practice.

Build the right plan

We choose the channels that will actually move your bookings, and set up tracking before anything launches.

Run it compliantly

Every ad, page and post is checked against the advertising rules, then measured and improved each month.

Why orthopaedic marketing is different

Most orthopaedic patients arrive with a referral, but they rarely arrive without research. Before their first appointment, patients read about their condition and the procedures they might need, and GPs and physiotherapists often look at a surgeon’s profile before deciding where to refer.

We help orthopaedic practices own that research phase. Detailed, balanced information about conditions, procedures, risks and recovery builds trust with patients and referrers alike, while strong referrer communication keeps GPs and physios sending the right patients your way.

Patient journey

How patients choose an orthopaedic surgeon

Most orthopaedic patients arrive with a referral, but few arrive without research.

  1. Step 01

    A GP or physio refers them

    Most patients arrive with a referral from their GP or physiotherapist.

    Our part

    We make it easy for referrers to see your areas of focus and how to refer.

  2. Step 02

    They research the procedure

    Patients read about their condition and the procedure before the first appointment.

    Our part

    We write accurate condition and procedure pages that set realistic expectations.

  3. Step 03

    They check the surgeon

    Qualifications, focus areas and which hospitals you operate at all matter.

    Our part

    We build a profile with accurate credentials and hospital information.

  4. Step 04

    They plan around surgery

    Wait times, costs and what happens before and after surgery shape their decision.

    Our part

    We add practical guides for before and after surgery, which also help your rooms.

A well-informed patient is easier to look after, and clear information helps referrers trust you too.

What we bring

What we do for orthopaedic surgeons

GP Referral Marketing

Build trust with GPs and physiotherapists.

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Clinic Websites & Conversion Optimisation

Clear condition and procedure information.

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Google Business Profile & Local SEO

Patients searching nearby.

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AHPRA-Compliant Content & Copywriting

Balanced, compliant procedure pages.

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Not sure where to begin?Request a free practice growth audit
Priorities

Where we focus first for orthopaedic surgeons

  1. 01

    Surgeon profiles

    Accurate qualifications, areas of focus and hospital affiliations, with correct use of titles.

  2. 02

    Condition and procedure information

    Balanced pages on conditions, non-surgical options, procedures, risks and recovery.

  3. 03

    Referrer relationships

    Clear referral information and regular contact with GPs and physiotherapists.

  4. 04

    Practical information

    Locations, hospitals, wait times, how to refer and what to bring.

Surgeons usually benefit from marketing that supports referrers first and patients second.

How we start

What the first 90 days look like

  1. 1
    Weeks 1 to 2

    Audit

    We review your website, profiles, referral sources and how your practice appears to patients and GPs.

  2. 2
    Weeks 3 to 4

    Fix and clarify

    We correct titles and listings and make referral information easy to find.

  3. 3
    Weeks 5 to 8

    Build

    We publish condition and procedure pages and start regular referrer communication.

  4. 4
    Weeks 9 to 12

    Review and extend

    We review enquiries and referrals and plan the next phase.

After the first quarter we keep referrers updated and content current.

Compliance

Advertising rules for orthopaedic surgeons

The rules that apply

Outcome claims, testimonials and how procedures and recovery are described all need care. Every page should set realistic expectations and explain risks clearly.

The National Law advertising rules
Advertising can't be false or misleading, use testimonials, create unreasonable expectations of benefit, offer gifts or discounts without clear terms, or encourage unnecessary use of services.
Surgeon and specialist titles
The title surgeon is restricted for medical practitioners and depends on specialist registration.
Procedure and recovery information
Explain risks, recovery and alternatives clearly, and avoid success rates that can't be supported.
Device advertising
Naming implants or devices can bring in the TGA's advertising rules for medical devices.
Privacy and consent
X-rays, imaging and patient photos need consent and appropriate context.

Mistakes we often see on orthopaedic websites

These carry real risk. Careful, factual content is also what GPs and patients trust most.

  1. Overstating results

    Claims of success rates or outcomes that can’t be supported.

  2. Incorrect titles

    The title surgeon is protected, and specialisations should be described accurately.

  3. Images without care

    X-rays and procedure images need consent and appropriate context.

  4. Reviews and stories

    Comments about results shouldn’t be republished.

FAQ

FAQs about orthopaedic surgeon marketing

Yes, within the rules. Most patients need a referral for a Medicare rebate, but they still research before and after they’re referred. Direct marketing works best when it educates and explains how to get referred, rather than promoting surgery.

Physiotherapists see many of the patients who may eventually need surgery. Clear information about your areas of interest, easy referral processes and timely communication back to the referring physio all help.

What the procedure involves, who it may suit, the alternatives, the risks and complications, recovery timelines and costs. Balanced, thorough information is what both the guidelines and patients expect.

By describing the conditions and procedures you concentrate on, with accurate qualifications and training, without implying that you are better than others.

Only if they are accurate, current, based on sound data and presented with context. Most surgeons are better served by explaining the process, risks and recovery.

By giving them clear information on the conditions you see, when to refer, what the pathway looks like and how to contact the practice, and by keeping in touch with short updates.

Yes. Well-organised condition and procedure pages help patients prepare, reduce anxiety and support referrers.