Planning how to market PRP in your orthopedic practice starts with an approved service brief. Before commissioning pages or promotion, agree what your practice offers, who reviews the information and how enquiries reach the correct team.
This guide is for orthopedic owners and administrators comparing marketing support for an existing PRP service. Use it to define the work an agency should deliver, the information your practice must supply and the checks required before launch.
Start with the service your practice actually offers
Give the agency one current brief covering the service name, participating clinicians, office locations and appointment route. Assign a practice reviewer to clinical statements and an operational contact to availability, pricing information and enquiry handling.
Your practice should decide which treatment information is appropriate to publish. An agency can organize approved material and improve its presentation; it should not invent patient eligibility criteria, injection schedules, expected outcomes or insurance arrangements.
- Service details: confirm which clinicians and locations are included in this project.
- Page content: identify existing approved information, source material and the reviewer responsible for updates.
- Price enquiries: agree the current wording and the office that answers questions about fees and coverage.
- Contact route: confirm where visitors should call, book or send an enquiry, and who handles replies.
Ask for a page plan before a content package
Have the agency show how visitors will reach the PRP information from relevant clinician, service and location pages. Ask which existing pages need improvement before adding new ones.
Each proposed page should answer a distinct reader need and use practice-approved information. Repeating almost identical text across conditions or cities adds review work without explaining the service more clearly.
A useful page brief identifies the intended audience, main question, required information, internal links and next step. Our orthopedic surgeon SEO guide provides context for the wider website scope.
Keep claims and review responsibilities explicit
Ask the agency to flag claims that need evidence and record who approved the final wording. This includes headlines, descriptions, imagery, testimonials and statements about outcomes. Keep a dated copy of approved content so later changes can be reviewed against it.
The FTC’s Health Products Compliance Guidance discusses support for health-related advertising claims. Use it as a reference for the practice’s reviewers; a marketing draft or a particular phrase does not establish legal compliance.
Do not accept a proposal that treats clinical review as a final spelling check. Agree when the practice reviews the brief and draft, how questions are resolved and who authorizes publication.
⚡ 2-minute scorecard · instant result
Is your orthopedic practice website turning searches into booked consults?
Answer 5 quick questions. Get your score + the top fixes, free.
1. Can a new patient request an appointment from a phone in under a minute?
2. Is every phone number on your site a tap-to-call link?
3. Do your procedure pages name the surgeons who perform them and show patient reviews?
4. Does each office have its own page with hours, phone and the surgeons who work there?
5. Do you track new-patient requests from the first click to a kept consult?
Separate advertising review from the website project
If paid advertising is proposed, request a separate scope covering the intended campaign, destination pages, review process and spend. Google restricts some healthcare advertising under its Healthcare and medicines policy. The provider should assess the proposed promotion against the current rules before presenting it as an available channel.
Ask what happens if a campaign cannot run and which website work remains useful on its own. An agency should not sell ad approval as a guaranteed deliverable. For general budget planning, see our orthopedic Google Ads cost guide; it does not establish eligibility for a particular PRP campaign.
Specify deliverables and acceptance checks
Compare proposals by the work included and how your practice can verify completion.
| Work item | Practice input | Completion check |
|---|---|---|
| PRP information page | Approved service details and a named content reviewer. | The live page matches the approved draft, displays correctly and uses the intended contact route. |
| Internal links | Confirmation of relevant clinicians, services and locations. | Visitors can reach the page from relevant existing pages, and each link reaches the right destination. |
| Enquiry handling | The receiving office, reply owner and availability information. | Authorized staff confirm routing through labeled tests excluded from reporting. |
| Measurement | Agreed definitions and available aggregate practice records. | Reports distinguish visits, received enquiries and appointments, with dates and known limitations. |
| Maintenance | A contact for changes to service information. | The proposal names the update process, ownership, access and handover arrangements. |
Check the enquiry path before driving more visits
Review the route from the page to the intended office. A working button alone does not confirm that a message arrived or that staff can respond to it. Ask authorized practice staff to verify form delivery, phone routing and booking destinations without entering patient information into marketing tools.
Keep tests clearly labeled and out of normal performance reports. Use the orthopedic enquiry and intake guide to structure the review. If referring-office information is part of the project, agree its owner and contact route using the physician referral review guide.
Measure the agreed journey without inventing a benchmark
Record the starting pages, relevant search visibility and landing-page traffic before changes. Add reliable aggregate enquiry and appointment information where the practice can provide it. Keep an implementation log so reviewers know what changed and when.
Review visits, received enquiries and booked appointments separately. Do not treat every form start as a lead or set a universal treatment-conversion target. Clinical decisions belong to the practice, and an appointment does not establish that a treatment is appropriate.
Our orthopedic marketing KPI guide helps organize the reporting questions. Agree review dates based on the work and available data, rather than a promise of rankings or appointment volume.
Compare the fee against the scope
Ask for the pages, locations, revisions, implementation tasks and reporting included in the fee. Separate advertising spend and other third-party costs. Confirm which accounts your practice owns and what you receive at handover.
Use the orthopedic marketing RFP template to request comparable proposals. For a broader ongoing program, review our orthopedic marketing agency services.
Discuss the work your practice needs
If your practice already offers PRP and needs clearer website information or a better enquiry route, book a free introductory strategy discussion. Share your public website, your role, the relevant locations and the problem you want to address. We can discuss a suitable scope and next step.
