New Year, Sharper Pencil—Pt. 3 of 3
Don't give in or up just yet! The third blog in our three-part series, "Misstep 3—Volume: Don't Just Get the Word Out—Help Them Choose," is here! This blog was created to help you avoid the same trap that other practices, with the utmost intentions, have fallen into when reviewing the numbers, strategizing payor contracts, and brainstorming ways to boost volumes. 2025 is yours for the taking, and we hope our 35+ years of insights can be the stepping stones you need for long-term success.
In case you missed parts 1 and 2, please click here: Venel Insights.
Misstep 3—Volume: Don’t Just Get the Word Out—Help Them Choose
Many orthopaedic practices waste resources on broad awareness campaigns, believing that increased exposure will lead to better results. However, research spanning 27 U.S. markets, 137 practices, and 4,077 participants shows that awareness isn’t the problem. On average, for every 4.5 people who recognize an orthopaedic provider, only one actually prefers them when the need arises. The real challenge is not being known—it’s being preferred.
In any given month, only 1% of the population requires musculoskeletal care. Identifying these prospective patients and then helping them choose you is critical, especially when reimbursement varies significantly between cases. Success lies in shifting from costly, mass awareness campaigns to targeted messaging that resonates with the patients who matter most.
It’s not about being louder, spending more, or reaching more people—it’s about being relevant, impactful, and giving patients a reason to choose your practice over others. Beyond attracting the right patients, practices must leverage these relationships to encourage loyalty, referrals, and repeat visits, making your service a trusted asset in their care journey.
By aligning marketing strategies with clear goals and tracking results, practices can avoid wasting resources on ineffective tactics. Instead, focus on initiatives that not only drive the right volume but also build long-term trust and preference. In today’s competitive environment, it’s about finding the right patients to choose you—not just giving them more choices.
Eliminate the guesswork—schedule a discussion with Venel and learn more about our patient-growth approach to marketing orthopaedics.
About Venel
Venel provides business-minded orthopaedic practices with unmatched business development and marketing expertise. Venel provides each exclusive market client with an annual documented return on investment, orthopaedic-specific innovations, and a clear, competitive advantage. Venel is also the only full-service marketing firm to be an American Alliance of Orthopaedic Executives Peer Reviewed partner. Since 1989, Venel has been solely dedicated to the marketing, promotion, and communication of orthopaedic practices and their surgeons.
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