#221 - Building orthopedic growth through community partnerships

What if orthopedic growth starts long before a patient needs an appointment?

On this episode of Ignite, Ashley Petrochenko, VP of Brand Marketing at Cardinal, sits down with Brandon Weinberg, Senior Brand Strategist at Rothman Orthopaedics, to unpack how Rothman builds trust before the moment of need. Drawing on his background in sports marketing with the Philadelphia Phillies and Milwaukee Brewers, Brandon shares how Rothman uses community partnerships, patient stories, educational content, and digital access to stay relevant across the patient journey, from an urgent injury to elective surgery.

In this episode, you'll learn:

• How sports partnerships create trust before patients need care

• How Rothman balances urgent and considered patient journeys

• Why authentic patient stories can strengthen orthopedic brand preference

• How marketing teams can grow demand while staying aligned with physician capacity

If you want to rethink how your healthcare brand builds patient relationships before the moment of need, this episode is worth a listen.

RELATED RESOURCES

Connect with Brandon - https://www.linkedin.com/in/brandonweinberg/

Why capacity-driven marketing is non-negotiable - https://www.cardinaldigitalmarketing.com/capacity-driven-marketing-media-investment-strategy/

What is a patient journey? Examples to grow your practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/

How to build a full-funnel healthcare marketing strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

Why healthcare groups shouldn't fear website consolidation - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/multi-site-healthcare-groups-website-consolidation/