by: TigerPosted on:

Best time in history to engage with orthopedic surgeons sitting at home.

You are probably sitting at home trying to figure out how to adjust your orthopedic business for the coming boom in elective procedures. 

Your orthopedic surgeon customers are spending more time at home also. 

Bad News… but also Good News.

First the bad.  Your existing marketing strategies and methods during COVID are broken. Marketing messages are not reaching your customers because traditional tactics are taking the rep out of the OR, office, and off the road of traditional “visibility.” No elective surgeries, no sales, right? Wrong. 

Now the good part. You can shift your marketing efforts to the platforms that your orthopedic customers are using – and you can do this right now. This may actually be the best time in history to reach your orthopedic surgeons and bring new surgeon customers into your sales funnel.  Yes, today – even during COVID.  

Enter Digital Marketing

During COVID, there is a unique window of opportunity for ortho device companies to transition to digital marketing. 

What is Digital Marketing?

Digital marketing is the use of the Internet, mobile devices, social media, search engines, and other channels to reach surgeons/patients. There are nuances with digital, but the key is that digital is flexible – digital is NOW. Digital requires a new way of approaching surgeons/patients and new ways of understanding how surgeons/patients behave compared to traditional marketing.  

What are the advantages of digital marketing?

With digital you will:

  • Reach orthopedic surgeons where they hang out (online).
  • Spend less of the marketing budget gaining better results with engagement and leads.
  • Reach a larger audience in a shorter time period where they are now (online).
  • Target orthopedic surgeons in specific geographies (also online and big bonus – less expensive than traditional sales calls).
  • Receive detailed analytics about customer behavior that you can really use.
  • A/B test, then move your budget to the most effective areas (because digital marketing is so flexible).
  • Start small. This is not like a big commitment to a medical conference or surgical training – it’s customized to your device and audience. 

What does a Digital Marketing campaign look like?

A digital campaign that is multi-faceted may include:

  • Email
  • Google Ads
  • Lead generation/CRM building
  • YouTube
  • Social media
  • Landing pages
  • Videos
  • Product information
  • …a mix of this, and so much more!

What can you gain from a digital marketing campaign:

  • Branding 
  • Insight about your customers behavior 
  • Data
  • New sales leads
  • More Sales

TigerOrthoConsulting can walk you through a Digital Marketing strategy & execution.