This comprehensive guide is the essential blueprint for Australian Orthopaedic Surgeons navigating a landscape where patients are active, informed researchers, and digital presence is paramount . Marketing in this high-stakes field isn’t about “selling” surgery; it’s about ethically communicating clarity, authority, and trust to both anxious patients and crucial referrers like GPs and Physiotherapists.
This playbook provides a practical, step-by-step system, tested with Australian surgical practices, to build an effective marketing engine while strictly adhering to AHPRA guidelines . Learn to define your subspecialty brand, create reassuring patient education (especially visual content), master SEO to be found for specific procedures, develop a robust referrer strategy, and integrate AI safely for efficiency.
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