• 'The numbers don't lie': Endoscopy to become more prominent among next generation of spine surgeons
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  • Orthopedic patient's death highlights potential dangers of prior authorization
  • Spine surgeon killed in Oklahoma hospital shooting
  • Neurosurgeon accepted $3.3M in illegal payments to perform spine surgeries at hospital
  • Spine surgeon gets jail time for abusing patient during hospital visit
  • Providence to pay $22.7M to settle unnecessary spine surgery allegations
  • Texas spine surgeon defending himself from 'Dr. Death 2.0' allegations
  • 'They're on really thin ice': Why 1 insurer has drawn spine surgeons' ire
  • Orthopedic surgeon must face suit in patient's death
  • Spine surgeon 1 of 9 physician billionaires on Forbes' 2022 list
  • Connecticut hospital to appeal $12.5M verdict to family of patient who died after orthopedic surgery
  • 4 spine technologies that promised more than they delivered
  • Orthopedic surgeon's health system exit steeped in controversy
  • Terminated orthopedic surgeon contracts with another New York hospital
  • Texas spine surgeon sued by State Farm over 'unnecessary' procedures
  • 22 hospitals ranked top 25 orthopedic hospitals 3+ years in a row
  • Orthopedic surgeon convicted of battery at hospital
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  • America's largest independent practices by number of spine surgeons
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  • 41 'rising stars' in orthopedics
  • Idaho orthopedic surgeon arrested for alleged misconduct at practice
  • Neurosurgeon's startup hits $1.2B valuation
  • Orthopedic surgeon indicted in $10M telemedicine fraud scheme
  • Orthopedic surgeon salaries in the 5 best, worst states for healthcare
  • New Jersey hospital must pay neurosurgeons $24.3M, appeals court rules
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  • Florida hospital patients say they were injured during surgeries. Now a physician faces 350 lawsuits.
  • Texas spine surgeon's $11M verdict being appealed
  • A Rutgers physician accused of 'ghost surgeries' will return — but with fewer responsibilities
  • Top orthopedic hospital in every state: US News
  • Rothman Orthopaedics to become national brand, but no 'aspirations to go beyond US'
  • Sports medicine physician fired amid misconduct allegations involving patients
  • Orthopedic surgeon asking for misconduct charges to be dropped
  • Unnecessary spine cases spur class action lawsuit
  • Colorado Supreme Court rejects hospital's bid to enforce $229K spine surgery bill
  • Jury finds neurosurgeon largely responsible for paralysis, awards $15.5M in damages
  • Dr. Jon Yoon performs NHL's 4th disc replacement in 7 months
  • 5 Tips to Consider When Building a Website for Spine & Orthopedic Practices

    5 Tips to Consider When Building a Website for Spine & Orthopedic Practices

    Adam C. Powell, Ph.D., President, Payer+Provider Syndicate -  

    Adam PowellWhen patients receive a referral, one of the first steps they often take is to use the Internet to learn more about the provider.


    Unfortunately, many healthcare providers in smaller practices must maintain a web presence with very limited resources. As a result, patients cannot learn about providers’ practices without making a phone call – or worse yet, may choose to skip over the providers completely. After surveying numerous practice websites, I would like to offer five tips for practices to consider:


    1. Make sure your site clearly states who you are, where you are and what you do. If a provider's name does not appear on the site, that site will not appear in search results when patients search for that provider. Adding relevant keywords, such as the street address of the practice and the specialties of the providers increase the likelihood that the practice will show up in search results. Furthermore, putting this basic information on the web saves patients from having to call the practice to obtain it.


    2. Maintain your old website’s domain indefinitely. We live in an era of practice consolidation, acquisition and expansion. While these changes frequently bring rebranding, many providers have made the mistake of discontinuing their prior websites. As a result, patients sometimes get confused when they see non-functional links to the prior sites. Given that the cost of maintaining a domain name (the main address of a website) is less than $10 per year, practices should simply redirect their old domain names to their new website. Old domains should be maintained indefinitely.


    3. Make sure your website has a professional, contemporary appearance. While the exact age of the Web is unclear, the consensus is that the Web has already celebrated its 20th birthday. If your website is a product of the Clinton or Bush era, you might want to revisit whether or not it could use a redesign. In the past several years, technologies, such as content management systems, have made it easier for small businesses to update their websites and to purchase complex, ready-made designs produced by professionals. As a result, practices no longer have to make the choice between hiring an expensive designer and entrusting their design to someone without formal training.


    4. Encourage meaningful linking. Practices should encourage affiliated physicians to link to the practice website from their LinkedIn pages and independent websites. Links from relevant pages help patients and colleagues find the website, while boosting its credibility in the eyes of search engines. As links from academic institutions are often treated prestigiously by search engines, academically-affiliated physicians should be encouraged to link to the practice’s website from their academic web page.


    5. Examine the keywords contained in your pages. Physicians, group practices, ambulatory care centers, surgical centers and hospitals should carefully comb through their pages to ensure that they contain words that are likely to be used to describe their practice. Want to see an example of how this can be done? Note that in the prior sentence, I listed out several different types of providers, rather than just saying "providers." By explicitly mentioning "ambulatory care centers" and "building a website" on this page, it is possible for this page to be found by someone searching for tips on how to build a website for an ambulatory care center. Had those words not explicitly been mentioned, it is unlikely that such a person would find this article.


    This article was written by Adam C. Powell, Ph.D., President, Payer+Provider Syndicate.


    More Articles on Spine Practices:
    The Business of Spine: 7 Steps to Balancing Patient Care & Practicalities of Medicine
    5 Steps for Physician Owners to Make Spine Specialty ASCs Flourish
    4 Spine Surgeons on the Importance of Patient Satisfaction

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