For a multi-location orthopedic practice, an agency proposal should connect real offices, surgeon availability, enquiry routes and accountable delivery owners.
I run Sprout Sage Solutions’ orthopedic marketing service. If you own or administer a practice group, these eight questions can help you compare ongoing support. They are a proposal review framework, not a claim about results I have delivered for another group.
1. Which locations will the work actually support?
Begin with an office inventory: address, public hours, contact route, services available, corresponding website page and local profile. Distinguish staffed consultation offices from hospital affiliations or areas the practice serves. A surgeon’s affiliation does not, by itself, tell a prospective patient where an appointment with your practice can be arranged.
Ask the supplier to assess proposed profiles against Google’s business representation guidelines. Do not assume that every place named on the website qualifies for a separate profile. The practice should confirm the underlying location information before changes are made.
2. How will surgeons working across offices be represented?
Create a clinician-to-location map that the practice can maintain. Identify where each surgeon currently consults, which information is approved for publication and who confirms changes. Avoid carrying an outdated affiliation or appointment instruction across multiple pages.
Practitioner profiles have their own eligibility and naming considerations in Google’s guidelines. Ask the supplier to explain the reason for each proposed profile; a surgeon’s different specialties do not automatically justify separate profiles. Have the practice verify names and credentials rather than treating the agency’s research as final clinical approval.
3. Will each office page help someone arrange the right appointment?
A location page needs useful information about that office: its current clinicians, offered services, contact instructions and practical access details. Identify which details the practice can substantiate. Do not fill gaps with assumptions about treatment availability, insurance acceptance or appointment capacity.
Two offices can legitimately share some group information. That alone does not establish a duplicate-page problem or prove that one should be removed. Ask for evidence of the actual search or navigation issue before approving consolidation. A location page should earn its place by helping visitors understand and reach the real office.
If structured data is included, ask which location it describes and how it stays consistent with the visible page. Google’s local business structured-data guidance explains location information; adding it does not guarantee a particular search appearance.
4. What happens when appointment capacity changes?
Name the person who supplies availability changes and the person who updates public information or campaigns. Record how a closed office, a departing surgeon or a service that is temporarily unavailable reaches the marketing team. The process should also tell reception what visitors have been shown.
For a central booking team, clarify how requests for a particular location or surgeon are handled. Marketing cannot establish clinical suitability or guarantee a booked consultation. The practice remains responsible for care decisions and scheduling.
5. What access will the practice retain?
Request an access register for the domain, website, local profiles, advertising accounts, reporting and tracking numbers. Identify the account holder, the practice’s access and the supplier’s role. Confirm which subscriptions or assets depend on an existing vendor and what can be exported or transferred.
Google supports separate Business Profile owner and manager roles. Discuss an appropriate access arrangement instead of sharing a single login. Where profiles are administered together, Google’s business-group role guidance helps distinguish group-level access from individual-profile roles.
Ask for current written renewal, cancellation-notice and handover terms. Do not assume the phrase “month to month” establishes ownership, access or every exit obligation.
6. Can reporting distinguish group enquiries from office-specific requests?
Map the enquiry routes: local phone numbers, central reception, office forms and booking links. Establish how the intended office reaches the scheduling team and whether the record preserves that context. An enquiry entering through a location page is not automatically an attended appointment at that office.
Define received enquiries, qualified enquiries, booked consultations and attended consultations separately. Follow enquiries from a stated source period through a stated outcome cutoff, allowing for later bookings, reschedules and cancellations. Exclude duplicates, tests, spam and unrelated contacts consistently. The orthopedic intake worksheet can support that review.
7. What exactly do the reported metrics count?
Keep profile visibility, website visits, call-button clicks and recorded enquiries distinct. Google defines the Business Profile “Calls” metric as clicks on its call button in its performance guidance. It does not, by itself, establish that a call was answered or an appointment attended.
If cost per enquiry or attended consultation is reported, identify the acquisition costs allocated to the same enquiry cohort and explain shared-cost allocation. Do not divide spending from one period by unrelated appointments from another. Report missing attribution or a zero denominator rather than an invented ratio. Use the orthopedic acquisition cost worksheet to document the cohort and shared-cost allocation.
Separate group totals from supported location or service-line breakdowns. Do not force every record into a location when the available evidence cannot establish one, or describe every attributed outcome as an incremental result caused by marketing.
8. Who is accountable for keeping the information correct?
Ask for named owners of factual review, clinical approval, implementation and reporting. Identify the source of truth for office details and clinician changes. Agree how corrections are requested, recorded and checked after publication.
The proposal should distinguish ongoing work from separate development, new-location projects, software costs and optional paid media. Record exclusions and change approvals. Different offices may need different work; a per-location price multiplier should be explained against the actual scope. For practices joining an acquired group, see the orthopedic platform integration guide.
A blank group-marketing review checklist
Complete these fields for each supplier using the same practice brief:
- Actual offices, services and appointment routes.
- Current clinician-to-location map and review owners.
- Confirmed website, profile or enquiry problems and supporting evidence.
- Included work, milestones, exclusions and dependencies.
- Access register and subscription responsibilities.
- Public-information and clinical approval process.
- Enquiry definitions, cohort dates and outcome cutoff.
- Duplicate exclusions, attribution coverage and cost allocation.
- Reporting owners and review dates.
- Budget approval, notice and handover terms.
Start with one office’s public website route
Not sure which office needs attention first? Request a free orthopedic website review and name one priority location or service. We will review a small set of public pages and return three prioritized observations, affected page links and practical next checks. You can share the findings with your team or existing provider. A call is optional; implementation is agreed separately.
Request a free orthopedic website review →
Discuss support for your orthopedic practice group
If you own or administer a group and are considering ongoing marketing support, share your public website, locations and the business issue you want to address. I can discuss possible priorities and a written scope. Fees and implementation responsibilities are agreed privately; there is no promised consultation or surgical-case volume.
Request an orthopedic group marketing review →
For the broader investment discussion, see the scope and budget guide. For supplier comparisons, use the orthopedic agency shortlist.
