Orthopedic surgeries are booming. With medical innovations and outpatient facilities on the rise, we’re seeing an explosion of procedures like ACL repairs, knee arthroscopies, and rotator cuff repairs.
For physical therapists, this isn’t just news…it’s a call to action.
Outpatient Orthopedic Surgery Is Taking Off
Outpatient orthopedic surgeries have doubled in the past decade, and the momentum is only growing. Patients are choosing outpatient over hospital care, especially for procedures with fast recovery times. This means shorter hospital stays and more demand for outpatient rehab.
Grandview Research backs this up, projecting the U.S. orthopedic ambulatory surgery center (ASC) market to grow at a 5.4% CAGR from 2023 to 2030, reaching $7.8 billion by 2022 (Grandview Research).
Sports & Spine Ortho explains that patients often choose outpatient over hospital care for shorter stays, quicker recovery, and reduced infection risks (Sports and Spine Ortho).
So why are outpatient orthopedic surgeries exploding? It comes down to innovation. Enhatch reports that improvements in surgical workflows, robotic-assisted procedures, and patient-specific instruments are making outpatient care faster and safer than ever before (Enhatch).
Meanwhile, insurance companies are driving the trend further. As value-based care grows, payers are encouraging surgeries in lower-cost outpatient settings instead of inpatient hospitals, making ASCs the financially smarter choice for many providers (Vizient).
Patients are choosing outpatient over hospital care, especially for procedures with fast recovery times. This means shorter hospital stays and more demand for outpatient rehab. The data is clear: the volume of outpatient orthopedic procedures has doubled in the last decade, and it’s not slowing down.
Why the Growth?
The rise in surgeries is fueled by:
- Medical advancements: Minimally invasive tools, better anesthesia, and improved surgical techniques mean faster surgeries and quicker recoveries (Enhatch).
- Aging population: More people are staying active later in life, increasing the need for joint replacements and repairs.
- Shift to outpatient care: Patients and providers are opting for ASCs, or ambulatory surgery centers, over hospitals for cost and convenience (Sport and Spine Ortho).
- Policy changes: Medicare and private insurers are increasingly supporting outpatient procedures over inpatient care (Vizient).
What PTs Should Do About It
Outpatient orthopedic surgeries have doubled in the past decade, and with that comes a massive surge in demand for rehab. While many orthopedic clinics are staffed with their own physical therapists, that doesn’t mean they can meet every patient’s needs.
Most outpatient orthopedic clinics have their own in-house therapists. For example, OrthoVirginia, a prominent orthopedic surgery clinic, has 159 surgeons and 227 PTs/PTAs (OrthoVirginia). However, even a large organization like OrthoVirginia might not be able to handle their full load of pre- and post-surgical patients!
That’s where independent PT clinics come in. You can step in to support overflow and provide specialized services that help you stand out. Whether it’s offering more flexible appointment times, advanced recovery programs, or a reputation for exceptional outcomes, your clinic can still capture a share of this fast-growing market.
4 Ways PTs Can Communicate Their Value
1. Customized Care
Every patient and every surgery is different. Emphasize how your PT plans are tailored to the individual: their goals, pain tolerance, pace, and lifestyle. This isn’t cookie-cutter care; it’s precision recovery.
2. Length of Treatment
Many hospital-affiliated clinics offer limited visits. Your clinic might be able to offer more frequent sessions or a longer course of care, resulting in better outcomes and fewer setbacks. Let patients know you’re committed to seeing them through the full recovery process.
3. Proximity to Patients
Convenience matters. Highlight how close your clinic is to their home, work, or surgical center. Consider promoting flexible hours or weekend appointments to make attending PT easier for busy or mobility-limited patients.
4. Open Availability / No Wait Time
Surgery patients are ready to start rehab right away. If your clinic can get them in fast, say so. Emphasize short wait times, same-day scheduling, or walk-in evaluations to help them act on urgency and avoid delay in care.
3 Ways to Target Ortho Spillover
Reach patients who just had surgery but don’t yet have a PT plan. Build relationships with ortho clinics that don’t have in-house rehab. Position your practice as the go-to partner.
- Pre-surgery patients
- Post-surgical patients who don’t have a PT plan
- Build r/s with ortho clinics that don’t have in-house
How to Market to Orthopedic Surgery Patients Directly
Pre-Surgery
Don’t wait until after the procedure—most patients don’t realize that prehab can be just as important as the surgery itself. It helps you build strength, improve mobility, and mentally prepare for what’s ahead. When your body is stronger going into surgery, you bounce back faster coming out.
Yet many patients have never heard of it. They’re focused on the surgery date, not the prep. That’s where you come in.
So how do you connect with these patients before they go under the knife?
- Run targeted Google Ads for common surgeries like “pre-surgery knee therapy” or “PT before hip replacement”
- Reach out to past surgical patients and educate them on how prehab helped their outcomes
- Show up in the community—eldercare centers, gyms, senior living facilities—to inform and connect
- Use emotional messaging in your marketing: “Get strong now so you can recover faster. Don’t wait until it hurts to get help.”
Help patients feel empowered and in control before surgery. Highlight benefits like less post-op pain, shorter recovery time, and reduced risk of complications.
Post-Surgery
After surgery, patients are overwhelmed, uncomfortable, and searching for answers. Your clinic should be the first name they see.
Speak to their biggest fears and desires:
- “Get back on your feet faster!”
- “Take control of your recovery without relying on more medication.”
- “Reclaim your strength and your routine with a plan built just for you.”
How do you reach them?
- Work with orthopedic clinics to provide take-home info about your services
- Launch post-op Google Ads targeting search terms like “rehab after knee surgery” or “physical therapy after rotator cuff repair.”
- Create a “Surgery Recovery Hub” on your website with easy-to-find resources
- Use email marketing to re-engage previous patients who may need post-op help now
- Share recovery success stories on social media to build trust and credibility
How to Market to Orthopedic Surgeons
Want surgeon referrals? Start with strategies from Practice Promotions’ blog archives:
- Build relationships: Schedule meet-and-greets, drop off referral kits, or invite them to open houses.
- Highlight outcomes: Share patient success stories and data that show faster recovery timelines.
- Make it easy: Offer a streamlined referral process, direct phone line, and quick patient intake.
- Stay top of mind: Send monthly newsletters, updates on services, or PT tips they can share with patients.
5 Strategies to Market to Orthopedic Surgery Patients & Doctors
Attract More Pre- and Post-Op Patients When They’re Searching On Google…
1. With SEO
Optimize your website with keywords that match what surgery patients are actively searching for, terms like “physical therapy after ACL surgery” or “pre-surgery rehab for hip replacement.” Include these phrases in your headlines, service pages, and blog content to improve rankings.
2. With Google Ads Targeted at Surgery Patients
Launch PPC campaigns that specifically address surgical pain points and timing. Use ad copy like “Recover Faster After Surgery” or “Book Prehab Before Your Procedure.” Drive these ads to landing pages that make it easy for patients to take action.
3. With Location-Specific Landing Pages on Your Website
Create dedicated pages for each city or neighborhood you serve, and tailor the content to surgical rehab needs in that area. Include local testimonials, directions from nearby surgical centers, and neighborhood-specific contact options.
4. By Calling Out & Converting Surgery Patients With Your Website
Make sure your homepage and services pages clearly mention your expertise in pre- and post-surgical care. Use patient-friendly language and calls to action like “Start Healing Today” or “Book Your Recovery Plan Now.” Highlight easy scheduling, personalized programs, and success stories to convert traffic into patients.
5. Boost Your Orthopedic Marketing With Proven Digital Strategies
Market2Grow is our signature strategy system designed to help physical therapy clinics grow by attracting more of the right patients through smart, scalable marketing. It focuses on three key pillars: Online Discovery, Website Optimization, and Referral Expansion.
Attract More Pre- and Post-Surgery Patients When They’re Searching On Google
- Use SEO to rank for high-traffic surgery keywords like “rotator cuff rehab,” “post-ACL recovery,” or “hip replacement PT.”
- Use location-specific landing pages to catch local patients searching for help.
Enhance your Orthopedic Clinic Website
Your website should do more than list your services… it should sell your expertise! Feature orthopedic rehab prominently on your homepage with a bold message like “Expert Recovery for Surgery Patients Starts Here.” Add clear navigation to dedicated pages for pre- and post-op care, and include calls to action like “Book Your Free Consultation Today.” Showcase video or written testimonials from real surgical patients to build trust instantly.
Spread the word about your Orthopedic Clinic!
Get loud and local. Share ortho-relevant education and success stories in your email newsletters to make your name stick in readers’ minds. Launch social media campaigns that target common procedures like ACL repair or joint replacement, using short videos or infographics to grab attention. And don’t forget direct outreach: email both patients and physician partners with reminders that your clinic is ready to handle surgical rehab right now.
To Wrap It Up: This Is Your Moment!
Orthopedic surgeries are on the rise, and with that surge comes a massive wave of patients who need guidance, care, and rehabilitation. Whether they’ve just left the OR or they’re prepping for surgery, these patients need physical therapists who can meet them where they are—with urgency, compassion, and expertise.
This is your chance to grow, to lead, and to serve. Let your clinic shine by being proactive, personal, and powerful in your orthopedic marketing.
Ready to rise to the occasion? Call +1-844-910-0898 to book your FREE Strategy Call today. Or explore the Market2Grow Book and learn what separates the top 10% of PT clinic owners from the rest. Now’s your time to move.
Orthopedic surgery is growing fast. That means more patients will need rehab, and they need to find you. Whether you build surgeon relationships or market directly to patients, make sure your clinic stands out.
Ready to take the next step? Book a Market2Grow call and turn this surgery surge into growth for your practice.
