AANA25 Non-Scientific Access Pass-CONCURRENT SESSION 5C: Practice Management & Marketing – Social Media, How to Grow Your Brand, Etc.

Video Transcription

Video Summary

The session opened with an overview of why marketing matters for medical practices in 2025. The speaker emphasized that most patients search online for health information and many want to follow their physicians on social media. Marketing helps physicians showcase expertise, increase visibility, attract appropriate referrals, support recruitment, and build a “brand,” with online profiles and patient reviews being especially influential. The talk highlighted tools ranging from traditional advertising to modern approaches like social media, search engine optimization, and reputation management, noting that AI will increasingly personalize marketing and patient engagement.<br /><br />Three research presentations followed. First, a prospective randomized study on CBD oil as an adjunct to standard opioid regimens after elective arthroscopic shoulder surgery found that adding high-dose, hemp-derived, THC-free CBD (started preoperatively and continued postoperatively) significantly reduced opioid consumption (morphine milligram equivalents) at two and six weeks without changing reported pain satisfaction or sleep and without notable side effects. Limitations included adherence and cost/access.<br /><br />Second, a retrospective study of 1,695 scheduled elective shoulder surgeries found a ~10% cancellation rate, with most cancellations occurring within two weeks. Cancellations within 0–7 days were far less likely to be backfilled than those 8–14 days out, contributing to an estimated ~$400,000 revenue loss; lack of medical clearance was a notable subset.<br /><br />Third, a patient survey on selecting sports medicine surgeons found top priorities were perceived medical knowledge, surgical skill, bedside manner, insurance compatibility, and board certification; non-college graduates weighed online reviews and PCP recommendations more. Subsequent discussion covered tactics to boost online reviews, social media strategy, and practice efficiency through PAs/athletic trainers, delegation, and completing documentation promptly.

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Keywords

medical practice marketing 2025

physician branding and online presence

social media strategy for doctors

search engine optimization (SEO) healthcare

online patient reviews and reputation management

AI personalization in patient engagement

CBD oil adjunct after arthroscopic shoulder surgery

opioid consumption reduction morphine milligram equivalents

elective shoulder surgery cancellation rate and revenue loss

patient preferences selecting sports medicine surgeon