From Clicks to Consults: How Orthopedic Practices Can Improve Conversion and Prove Marketing Impact-Handout

Handout

Pdf Summary

This presentation explains how orthopedic practices can improve marketing performance by moving beyond clicks and leads to focus on booked appointments and business outcomes.<br /><br />The core message is that there is a “visibility gap” in orthopedic marketing: most teams can report metrics like impressions, clicks, form fills, and cost per lead, but leaders want to know which campaigns actually generate booked consults, where patients drop off, and what investments drive growth. The deck notes that while 92% of marketing budgets go to traditional and online advertising, only 19% of new patients come from those channels, and 51% of healthcare marketers cannot consistently improve ROI at the appointment level.<br /><br />It outlines the orthopedic patient journey as a series of stages: traffic, engagement, conversion attempt, booking, and follow-through. At each stage, practices should ask different questions, such as whether traffic is qualified, where patients hesitate, whether they can find needed information, and which campaigns lead to completed appointments. Common friction points include poor-quality traffic, difficult scheduling processes, unclear calls to action, mobile issues, incomplete patient information, and the inability to connect appointments back to marketing.<br /><br />The presentation offers a five-step framework: define success, map the journey, find conversion friction, prioritize high-impact fixes, and connect conversion gains to revenue. It highlights examples from OrthoCarolina and Hospital for Special Surgery, showing how practices reduced cost per lead, identified booking-process gaps, connected marketing to booked appointments, and used downstream data to guide budget and expansion decisions.<br /><br />The closing recommendation is to audit the current state, improve the patient journey, and measure what matters—booked and attended appointments, not just clicks.

Keywords

orthopedic marketing

booked appointments

patient journey

marketing ROI

conversion friction

appointment booking

lead generation

healthcare marketing

campaign performance

business outcomes