In the inaugural episode of the Inside Orthopedics podcast, host Tiger Buford—an orthopedics insider, blogger, and recruiter—critiques the current state of orthopedic device marketing as feature‑focused, physical, and stuck in the 1990s. He attributes this stagnation to two main factors: (1) most marketers are former engineers trained to emphasize design features, and (2) the industry’s high margins keep companies complacent, relying on relationship‑driven sales rather than competitive marketing. Buford then outlines a vision for the future: a digital, patient‑centric approach that leverages social media to engage informed, internet‑savvy patients directly (DTC), nudging them toward surgeons. He stresses the need for valuable, story‑driven content—patient testimonials and surgeon case studies—rather than hard‑sell ads. Buford provides a channel playbook, ranking seven platforms (Facebook, LinkedIn, Instagram, YouTube, Twitter, a patient‑focused website, and the corporate site) and advises tailoring content per channel. He highlights the power of modern digital metrics: targeted ads, landing pages, end‑to‑end patient‑journey tracking, A/B testing, and weekly optimization, which together deliver transparency, measurable ROI, and lower costs compared to traditional collateral‑heavy marketing. The episode closes with a call to action for listeners to adopt these digital tactics and follow Buford on social media.
Chapters
Brought to you by Tiger Buford. Hello, ortho folks out there. Welcome to the Inside Orthopedics podcast by Tiger Buford. This is an inside look at the orthopedic industry brought to you by me, Uh, Tiger, an orthopedics insider, blogger, and recruiter for early orthopedic companies. You may be driving, traveling, or at home. Thanks for listening. This is episode number 1. The topic is the future of marketing in orthopedics. I will get right into it. You may be a company executive, a sales rep, a surgeon, whoever you are, you realize that marketing is broken in our industry. Uh, today there's massive change that's running through all of OrthoPeaks right now, and one area ripe for change is marketing also. So if we look at today versus tomorrow, today orthopedic marketing is out of date and broken. This year, most of the marketing efforts are focused on features. This is very 1990. Half of the marketing professionals in orthopedics are converted engineers who were trained to think about design, and the majority of the spending in orthopedic marketing is for physical things like marketing collateral, packaging, trade show booths, sales samples, cadaver training, and a lot of bad company websites. If you walk around any orthopedic trade show, you'll see materials shouting, "My feature's better than your feature." Marketing with physical items is really just dead now. Orthopedics marketing has not kept up with the other fields, and my guess is there's two reasons for this. First of all, the orthopedic sales process is still largely a relationship sell. Orthopedic companies spend their budgets on sales first and marketing second, and you can see this. And the second reason is the margins are still really high, so you don't have to be that competitive with your marketing techniques, uh, in orthopedics. By contrast, the margins are tiny in, say, the restaurant business, and they need great marketing in order to survive. So bad marketing exists today. So tomorrow, what's it gonna look like tomorrow? Where are we going? The future of marketing orthopedics is digital. Real people like you and me live in social media. Orthopedic surgeons and patients learn, collaborate, share on social media. When an orthopedic surgeon steps into a hospital, it's like stepping back back in time. When a patient has an interaction with an orthopedic specialist, it's like stepping back in time. Orthopedic companies that learn how to leverage digital marketing will have a great temporary advantage because most just don't get it right now. So let's, let me get specific here. What will the companies market to in the future? Medicine is becoming more and more patient-driven and patient-centric. Internet-savvy patients are super informed. The old days are gone when a patient blindly follows instructions of a surgeon in a white coat. Today's patients and their supporting families can carry out really state-of-the-art research on surgical techniques. Hospital performance, even specific implant results. They can also evaluate non-surgical options for comparison. Surgeons usually hate this when patients come in with, uh, knowledge about a certain procedure unless they're sent indirectly there by the company. In this case, you have extended the surgeon's marketing reach though. So for those orthopedic technologies that have an easily understood patient benefit, companies should forget about the surgeon and focus on the patient. Successful companies will market directly, DTC, to patients and gently lead and nudge those patients to their surgeons. You must learn how to engage patients directly because everyone uses the internet to search for medical treatments. So what content will you market in the future? When you market to either targeted surgeons or patients, you must provide valuable content, not a sales pitch. If a surgeon or patient reading your information cares, it's content. If they don't care, it's an ad. Share stories about how your products solve problems every day. Have the patients tell the stories themselves. Have surgeons tell the stories about how your products save time, cost, and complexity. Make it convenient for the targeted patients to find your honest product information through multiple channels. And in return you will receive honest interest. So which social media should you focus on? Well, I suggest you start by using all the channels and then adjust your spin as you measure the results. Be careful with one-size-fits-all content. Each channel will require slightly different content to be effective in connecting with surgeons and patients and driving sales. I would focus your marketing efforts on these 7 channels. The most impactful ones are at the top. So here's my specific advice for orthopedic companies on your approach to each social platform. Number 1, your Facebook fan page. Facebook, like it or not, is the new TV. When you're at— you should use ads to share Engaging and collaborative content directed toward patients. Facebook is a monster with over 2 billion users now. You have to use it. Number 2, LinkedIn. LinkedIn is the new B2B world. Use ads to share long-form content directed towards surgeons here. Number 3, Instagram. Instagram's all about beautiful images right now, but you can use ads to share great pictures with minimal content directed towards younger patients and surgeons. Number 4, YouTube. YouTube is democratized video. Publish an honest 1 to 3 minute video of your products in action from the perspective of the patient or surgeon with a call to action. On YouTube. Number 5, Twitter. Twitter is the new water cooler. Share valuable advice to patients and surgeons that prompt discussion. Number 6, we finally get down to your website, a patient-centric website. Share a ton of useful information and especially a call to action to find a surgeon near me. That advocate your products. And lastly, number 7, your plain old company website. Focus should be informational only here. Really, nobody really cares about your manufacturing website. So let's look at how you can measure marketing financial success in the future. Today, the metrics of traditional marketing in orthopedic devices are totally lacking. There's no good data. You really don't know why a surgeon chose to use your device or not. It's funny how everybody takes credit for the sale. R&D had a great design, marketing had great branding and positioning, sales had a great relationship building and hustle. Then it's funny how everyone points fingers when sales are low. It was a bad design, the marketing was poor, It's a bad selling job, pricing, etc. The metrics in the digital marketing world today are mind-blowing. You will create specific ads and content and landing pages directed toward certain patient groups. So when a 55-year-old woman in Dallas searches social media for a lumbar fusion treatment, she will see your targeted ad with honest content. Targeted for her specific age, diagnosis, symptoms, and city. Your ad will lead her directly to your surgeon in Dallas. You can follow the lead through the entire patient journey, track whether or not the resulting surgeon appointment ultimately led to procedure using your device. Unlike traditional marketing, you can change the digital campaign every week. You can play A/B testing and you can improve your metrics each week. This kind of transparency allows your marketing campaigns to be instantly analyzed, changed, and ultimately successful. And here's the dirty little secret: social media marketing is cheaper than what you're doing today. So, in closing, how is your orthopedic company using digital marketing to drive sales? Thanks for your time. Follow me on Orthostreams or Twitter @TigerBuford. Be safe out there. Brought to you by Tiger Buford.
