Tiger BufordYour Orthopedic Industry Expert (free today)

Direct to Consumer Marketing in Orthopedics - BoneChat 51 short with @omarmkhateeb

16 Nov 2024 · 0 min

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0:26

In this brief interview, Tiger Buford explains that direct‑to‑consumer (DTC) marketing for orthopedic procedures is effective only when patients can readily identify their condition, such as a visible bunion that clearly signals the need for surgery. He contrasts this with vague ailments like lower‑back pain, where patients cannot pinpoint the source, making DTC outreach ineffective. The co‑speaker adds that marketers must continually test these assumptions, noting that patients often become surprisingly well‑educated about their problems when given the opportunity.

Direct-to-consumer only works if the patient can look at their condition and diagnose themselves. So bunions were perfect. You have a crooked toe, I need a bunion surgery. They already know that. So it works really well in that scenario. If you have a lower back pain, you're not sure where the pain's coming from, direct-to-consumer does not know because they— does not work because they don't— they can't diagnose what they need.
I think you have to, you have to always test these assumptions, and you'd be very surprised how well-educated people can become if they have a problem.