On 10 November 2026 I pulled every orthopaedic surgeon record with a practice address in Medford, Grants Pass, Klamath Falls, Roseburg and Ashland from the federal NPI registry. There were 58. Of those, 36 (62%) were last updated more than three years ago, 14 list a mailing phone that differs from the practice phone, and 10 list a mailing city that differs from the practice city.
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A stale date does not prove a record is wrong, and I cannot show that it cost any practice a patient. It does show where to look first.
Why I looked at the registry
A patient, a directory and an AI assistant each read several sources about your practice. The registry is one that is public, free and checkable by anyone in a few minutes. Under 45 CFR 162.410, a covered provider has to send the registry any change to its required data within 30 days of the change.
I cannot tell you which directory copied which record. What I can show is how current the source itself is.
Method, so you can repeat it
I built the count with the registry’s public API (version 2.1). For each of 24 towns and cities in southern and southwestern Oregon, I asked for individual records (NPI-1) with the taxonomy description “Orthopaedic Surgery”. The search returned 83 records. Seventy-eight had a practice address in Oregon, and 58 had one in the five cities below.
I counted a record only when its primary taxonomy was orthopaedic surgery and its practice location, not its mailing address, was in one of the five cities. Anyone can run the same query at the registry.
The limits matter as much as the counts:
- A record is not an active surgeon. It can belong to someone who has retired, moved or works elsewhere part of the week.
- The “last updated” date is the date of the last edit. It is not the date anyone last checked the data.
- Surgeons registered under a different taxonomy are not in the count, and neither are organization records.
- This is one pull on one day. I have not contacted any practice, and I name none here on purpose.
What I found
| City | Records | Last updated 3+ years ago | Share |
|---|---|---|---|
| Medford | 29 | 21 | 72% |
| Grants Pass | 11 | 5 | 45% |
| Klamath Falls | 9 | 4 | 44% |
| Roseburg | 5 | 3 | 60% |
| Ashland | 4 | 3 | 75% |
| Five cities | 58 | 36 | 62% |
The median record had gone 4.1 years without an update. Fifteen had gone more than 5 years and 12 more than 10, and 3 were last touched in 2007. The most common update year was 2022 with 16 records, which looks like one office tidying many records at once. Another 13 were updated in 2026. So some offices keep this current, and the gap between them is large.
On phones, 14 of 58 records (24%) carry a mailing phone that differs from the practice phone. That is often innocent, because a billing office is a different place from a clinic. It becomes a problem only when a directory picks the wrong number.
On addresses, 10 records list a mailing city that differs from the practice city. Separately, 7 of the 15 buildings I could identify appear under more than one spelling, such as “Rd” and “Road”, “Pkwy” and “Parkway”, or with and without a suite number. That is formatting, and I cannot show it harms anyone. It does tell me nobody settled on one version.
⚡ 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?
The Google layer, as a snapshot
On 16 October 2026 I read 42 orthopedic searches with Google set to Medford, Oregon. A map pack, the three-listing map block, appeared on 41 of them. Only 2 of the 42 showed any ads, and neither was for orthopedic surgery. I chose the searches myself, I have no search-volume data, and it is a single day. Treat it as a snapshot of where the attention sits: the map listing, not the ad slot.
A 30-minute check for your own practice
I would do these in this order:
- Look up each surgeon’s NPI at the registry and write down the practice address, practice phone, mailing address and last-updated date.
- Decide on one exact way to write your name, address and phone, including the suite format, and use it everywhere.
- Compare it with your Google listing and the footer of your website. My notes on the Google Business Profile list what else to check there.
- Correct the registry record through the NPPES site if anything differs.
- Put a reminder in the calendar for each quarter and again after any move, new surgeon or phone change.
What I would do next
I have run this check across a region. I can run it on one practice, add the Google listing, reviews and phone view of your site, and send you a one-page result. It is free, it needs no patient data, and the scorecard on this page is the fastest way to start. If you would rather talk it through, book a free 30-minute call. My wider notes for owners are in the practice marketing plan and the Southern Oregon overview.
I am Mandeep Singh, founder of Sprout Sage Solutions. I work from India, I have spent over ten years in digital marketing and I have built 450 websites.
This is a marketing study. It is not legal, billing or medical advice.
