With the growth of digital marketing and healthcare systems becoming more vertically integrated, it is important for orthopedics to stay ahead of the curve in terms of their marketing efforts to make things easier for patients. In this episode, Kristy Parker, the Director of Communication and Business Development at Tennessee Orthopaedic Clinics discusses the importance of access in orthopedics, and how digital marketing has been integral in increasing access to orthopedic specialists for patients. She talks about the importance of educating patients on options and treatments available through orthopedics, and how the ratio of patients coming from referrals vs. direct patient acquisition has shifted in recent years. Listen and enjoy!
Kristy has worked in the healthcare field as both medical sales rep and administrator for 20+ years. Her current focus in business development has provided her the opportunity to evaluate multiple platforms to reach patients and increase access to a large orthopedic practice.
[00:01 – 08:19] How to Use Digital Marketing to Increase Access and Make Things Easier for Patients
[08:20 – 16:20] Why the Urgent Care Model Has Been a Godsend for Orthopedists
[16:21 – 24:00] How Chat Can Help Keep Patients Connected and Access Information Quickly and Easily
[24:01 – 31:52] Tips for Marketing to Surgeons
[31:53 – 39:03] Tips for Engaging Patients on Social Media
“We saw that healthcare was becoming more patient-driven, and it was important to not just rely on fostering those relationships with our referring primary care offices but to also make sure that the public knew they had direct access to orthopedic specialists.” – Kristy Parker
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Thanks for listening. Justin & Kelley Knott