Healthcare & Wellness / Medical & Specialty Care
Orthotics marketing for a referral-led practice
Orthotics marketing from MBI is the work of keeping a custom orthotics practice in front of two audiences at once — the practitioners who refer patients on, and the local people searching for a fitting nearby.
Not sure where to start? Talk with our teamOrthotics marketing
What does orthotics marketing cover for a fitting practice?
The short answer
Orthotics marketing runs three campaigns for a custom orthotics practice: provider-referral education built on regular webinars, seminars and therapy-community events; a location-segmented Facebook and Instagram inquiry campaign for local fittings; and a patient-education landing page and content campaign that makes custom orthotics visible, then invites an appointment or product inquiry.
The three campaigns. The three researched campaigns for this vertical are a provider-referral education campaign using regular webinars, seminars, and therapy-community events to build referral relationships; a location-segmented Facebook/Instagram inquiry campaign for local fittings; and a patient-education landing-page and content campaign that makes custom orthotics visible, then drives appointment or product inquiries.
seminar marketing services digital advertising services healthcare marketing agency
Invitation · Webinar
Meta ad · Facebook
Provider referrals
How does orthotics provider referral marketing build the referral relationship?
The short answer
Provider referrals are built by teaching, on a schedule. For orthotics and prosthetics the campaign is regular webinars or seminars for referring practitioners and events for the therapy community, run to build the referral relationship, and MBI produces what that programme runs on: referral pads, how-to-refer packets, provider reference guides and coding sheets.
The researched formats. The print formats researched for this vertical are patient-education brochures; in-office education and lifestyle posters; referral pads; how-to-refer packets; and provider reference guides and coding sheets.
seminar marketing services seminar campaign timeline printing services
One-sheet · Printing
The webinar
Who does an orthotics referral webinar bring together?
The short answer
An orthotics referral webinar is aimed at the professional audience rather than the public: the practitioners who refer patients on, and the wider therapy community a practice works beside. MBI plans the programme, produces the reference pieces attendees keep, and holds one voice across it so every clinician meets the same practice.
The documented guidance. Orthotics and prosthetics guidance recommends regular webinars or seminars for referring practitioners and events for the therapy community.
Invitation · Seminar
Facebook and Instagram
Which towns do orthotics Facebook ads reach?
The short answer
Orthotics ads on Facebook and Instagram reach the towns a practice actually fits in. Paid social for orthotics and prosthetics is run as location-segmented inquiry campaigns for local fittings, so the ask is an inquiry rather than a click. MBI builds the audiences, the creative and the intake form as one piece of work.
The documented campaign. Orthotics and prosthetics sources describe location-segmented paid-social inquiry campaigns for local fittings.
Review privacy, platform, and professional requirements before launch.
The orthotics campaign brief, §3 Meta ads
Meta's advertising standards state that ads must not contain content that asserts or implies personal attributes, and name, among others, race, ethnicity, religion, beliefs, age, sexual orientation or practices, gender identity, disability, physical or mental health (including medical conditions), vulnerable financial status, voting status, membership in a trade union, and criminal record; ads must also not imply that the advertiser is aware of someone's personal attributes or the personal attributes of their family.
Meta Advertising Standards, personal attributes
Under the law. Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations.
45 CFR 164.508(a)(3)(i) provides that, notwithstanding any provision of that subpart other than the transition provisions in § 164.532, a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except if the communication is in the form of a face-to-face communication made by a covered entity to an individual or a promotional gift of nominal value provided by the covered entity; (a)(3)(ii) adds that where the marketing involves financial remuneration to the covered entity from a third party, the authorization must state that such remuneration is involved.
45 CFR 164.508(a)(3), the HIPAA privacy rule
Meta carousel · Facebook
Reel · Instagram
Printing
Which orthotics marketing materials sit in the fitting room, and which sit in a colleague's office?
The short answer
An orthotics practice keeps a printed set for two desks. Patient-education brochures and in-office education and lifestyle posters do the explaining in the fitting room; referral pads, how-to-refer packets and provider reference guides and coding sheets sit in a colleague's office. MBI prints the set in-house so both read as one practice.
In house. MBI's printing capability is stated on the site as commercial and variable-data printing, in-house.
One team. MBI is "one company that plans, produces, and delivers … from a single team in DeLand, Florida. Data, print, and delivery have been in-house since 1989."
printing services seminar marketing services healthcare marketing agency
The two desks
Brochure · Printing
Guide · Printing
Questions
Questions an orthotics practice asks before it starts
Searched for orthotics practice marketing, orthotics clinic advertising or custom orthotics marketing? Same work, same answers.
What does marketing look like for an orthotics practice?
Making custom orthotics visible is the job of a patient-education landing page and the content behind it. MBI builds both, so someone reading up on custom orthotics lands on a page that explains the work — and then asks for an appointment or a product inquiry.
How do we get more referrals from other practitioners?
By teaching, on a schedule. Regular webinars or seminars for referring practitioners, and events for the therapy community, are the campaign that builds a referral relationship. MBI plans the programme and prints what it runs on: referral pads, how-to-refer packets, provider reference guides and coding sheets.
What do orthotics ads on Facebook and Instagram ask a local person to do?
An orthotics ad asks for an inquiry about a local fitting. Paid social for orthotics and prosthetics is run as location-segmented inquiry campaigns for local fittings, so the creative reaches the towns a practice fits in. MBI builds the audiences, the creative and the intake form together.
What has to be checked before an orthotics ad campaign goes live?
An orthotics ad campaign is checked against privacy, platform and professional requirements before launch. MBI reviews the creative, the targeting and the intake form against all three with the practice, so nothing goes live until that check is done.
What should an orthotics practice have printed for the office and partner offices?
Patient-education brochures, in-office education and lifestyle posters, referral pads, how-to-refer packets, and provider reference guides and coding sheets. MBI runs commercial and variable-data printing in-house, so a practice reads the same on a waiting-room wall and on a colleague's desk.
Are public seminars part of an orthotics campaign?
Not by default. The seminar programme MBI plans for an orthotics practice is aimed at the referral audience — regular webinars or seminars for referring practitioners, and events for the therapy community. A general-public seminar is a different room and a separate decision.
Where does HIPAA sit in an orthotics campaign?
45 CFR 164.508(a)(3) provides that a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except a face-to-face communication made by a covered entity to an individual or a promotional gift of nominal value provided by the covered entity. An orthotics audience is built from location instead.
Get started
Start an orthotics campaign.
Say which of the three campaigns it is, and the towns the practice fits in. It goes to a real member of the MBI team, not a queue.