Why AI Is Forcing Orthopaedic Practices to Rethink Everything
As you can imagine, for over 36 years we've seen countless marketing campaigns that looked impressive on paper but delivered disappointing results. The reason? Most practices jump straight to tactics without establishing a solid strategic foundation.
We understand it though, it’s easy to do. Practices often want to “act,” and there is always something new and shiny that’s disruptive. Now that artificial intelligence is reshaping just about everything at lightning speed, a tactical-first approach isn't just ineffective—it's potentially catastrophic and costly.
Why AI Makes Strategy Even More Critical
Artificial intelligence isn't just another marketing tool—it's fundamentally changing how patients discover, evaluate, and choose orthopaedic care. AI-powered search results, chatbots, and recommendation engines are creating new patient pathways that many practices aren't prepared for.
Consider this: When a patient asks an AI assistant about knee pain treatment options, the algorithm doesn't just return a list of local orthopaedic doctors. It analyzes treatment outcomes, patient reviews, provider specializations, and accessibility factors to make personalized recommendations.
Practices that haven't strategically positioned themselves in this AI-driven landscape are becoming invisible to potential patients, regardless of how much they're spending on marketing and AI to make it all work.
Before investing another dollar in tactics, orthopaedic practices need clarity on these strategic fundamentals:
Practice-, doctor- & market-level strategy
The importance of research & measurement
Knowing if & where there is ROI
How to better align with the needs of your audiences
The practices that will thrive in the AI era aren't necessarily those with the biggest marketing budgets. They're the ones with the clearest strategic vision and the discipline to align every marketing initiative with specific growth objectives.
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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