Bad patient marketing in orthopedics drives me crazy. I am going to show you what good patient marketing looks like.
It's a social media world. Our phone is always nearby. We use social media all day long to keep track of friends, learn, read, explore and search for medical advice.
Prospective orthopedic patients do the same. When a person with hip arthritis looks for solutions, she pokes around on social media. The algorithms at Google and Facebook know her behavior. Google/Facebook know that her name is Susan, that she is 64 years old, that she is looking for solutions for hip arthritis. Yes, big brother knows.
Why don’t the orthopedic device manufactures take advantage of these super-targeted Google/Facebook’s profiles?
Let's talk about "Out of Context" versus "In Context" marketing, or push versus pull marketing.
Out of Context - Push Marketing
Device companies are all using the Out of Context marketing methods. This is a push method that is not effective because it requires the patient to do all the work.
To illustrate, here are three examples of digital marketing that DO NOT drive patient behavior.
#1 ...
