When you think about social media marketing for your orthopedic practice, the platforms you most likely think about include:
  • Facebook
  • Twitter
  • YouTube

Other platforms, like Instagram and Snapchat, might be popular among users, but you might not see the value that these networks bring to your marketing needs.

pinterest-smartphone-social-mediaWhether or not that assumption is true, what we’re willing to wager is that most physicians today seldom give Pinterest a second glance as a viable source for attracting and converting prospective patients.

But late 2016 has been very good for the photo-heavy social media platform. Pinterest has grown from 100 million users last year to 150 this year (with 70 million users hailing from the US).

Not just that, but the stereotypical Pinterest user persona is also changing. In years past, most folks associated Pinterest users as adult women from suburban regions, but the number of men from around the world signing up for Pinterest has grown by 70% in the past year.

While your healthcare social media marketing strategy surely should include at least one of the biggest fish in the pond (Twitter, Facebook), it’s likely you face some heavy competition on these networks. Tapping into the millions of users on Pinterest could offer your practice a tremendous return on investment, namely because you’ll have fewer competitors vying for attention.

But how can you market your practice appropriately to build your brand name and bring in highly qualified prospective patients?

Follow these three tips to growing your orthopedic practice using Pinterest:

1. What type of content should you post on Pinterest?

orthopedic-pinterestIf you owned a hair salon, clothing line, or travel agency, then using Pinterest would be a breeze. How can an orthopedic surgeon use the image-heavy network to his or her advantage?

Generally speaking, your field of expertise doesn’t provide the most stunning images to captivate an audience. But that just means you have to be a little more creative in how you grab your prospects’ attention.

Rather than rely solely on the content of an image, consider overlaying your images with a stunning statistic or quote.

For example, TheGoodBody.com states that 8 out of every 10 Americans will have back problems at some point in their lifetimes. Overlaying that statistic over an image of either a happy, healthy person or of an orthopedic surgeon at work can attract the attention of someone who is, in fact, suffering from back pain.

The TheGoodBody.com reference actually introduces another type of content you can use in your Pinterest marketing: Infographics.

While you can pin any image to Pinterest, vertical images and graphics (like the typical infographic) work best. The Back Pain Statistics infographic from TheGoodBody.com is a wonderful example of an image you can use on Pinterest to promote your own practice. Sure, you’re sharing someone else’s resource; however, you’re demonstrating to your local audience that you are the authority in this field.


We can’t stress how important it is that you use video marketing to promote your practice.

But did you know you can pin your videos to your Pinterest profile? Pinterest makes it easy to pin videos from Dailymotion, TED, YouTube and Vimeo.

The benefit of this is that the video will play automatically within Pinterest, creating an incredibly friendly user experience.

If you do use video marketing, create a separate VIDEO board on Pinterest, and be sure to Pin all of your quality videos.

2. Optimizing your pins

orthopedist-shoulderWhen titling your boards, think of what your prospective patient might type in during an average search. Sure, it’s nice to have a clever and funny title, but if you want to improve your pins’ ranking, you need to optimize the board titles so that they can be used by other users.

Some good board ideas:

  • Ways to Prevent Serious Back Injuries
  • Surgical Options for Sufferers of Joint Pain

In addition to your board titles, you’ll want to focus on the descriptions within your pins. The right description could increase your chances of having your image re-pinned and seen by a wider audience.

Add all the details that describe your image and create a natural flow of text that will favor your pin’s discovery toward others.

3. Verify your website

When you verify your website, a little checkmark appears next to your username. Pinterest seems to prioritize verified profiles on search results above the rest. The verification of your website on Pinterest also allows you to access further details on your account within Pinterest Analytics (including your most popular pins).

Verifying your website is a rather straightforward process that requires adding a bit of code into your website.

A few minutes to set up, and then a breeze to manage

If you don’t have a Pinterest account for your orthopedic practice yet, it’ll take a few minutes to create one and optimize it (use the right profile image, create the proper bio).

But once you set your profile up, keeping your Pinterest account active isn’t all that overwhelming. Every time you post something new on your site, pinning it to your Pinterest account takes a few seconds, particularly if you add the Pinterest browser extension.

But be sure to pin other related web pages (from other sources) to your profile as well. This will help you keep your account active and will get you on the radar of folks in your industry and region.

While Pinterest’s numbers still pale in comparison to its largest competitors, it’s likely that most of your competitors aren’t taking the time to reach the millions of users on the network. Follow these tips above and you might find that Pinterest delivers your best ROI.