Outpatient Joint Replacement Marketing: How to Fill Your Surgery Center's Orthopedic Schedule
Surgeries for joint replacements that were once performed in hospitals are now routinely performed in ambulatory surgery centers, and many patients can walk out the same day.
This change is a big opportunity for surgery centers, but just for the ones that pitch it right. You need a plan to fill those orthopedic appointments that resonates with your ideal patients, addresses their legitimate concerns, and sets your center and orthopedic surgeons apart as the obvious choice. This guide will help you do just that.
Outpatient joint replacement by the numbers | ||
Data point | Figure | Source |
Outpatient share of primary knee replacement | Under 5% (2018) to 54% (2024) | |
Surgery centers doing total joints | 600+ (2026) | |
Knee / hip replacements in surgery centers | 42,000+ / 24,000+ a year | |
Cost per case, surgery center vs inpatient | $11,677 vs $19,361 | |
Same-day discharge, matched patients | 100% surgery center vs 73.9% hospital | |
Why Outpatient Joint Replacement Is Moving to Surgery Centers
Several forces are driving the migration of joint replacement out of hospitals. Advances in anesthesia have made it safer to perform these procedures without complications. Invasive techniques mean smaller incisions and less trauma to the body. Rapid-recovery protocols help patients heal faster and get back on their feet sooner. These developments make same-day discharge for patients possible. Patients see the benefit in costs when the surgery happens in an ambulatory setting. Surgeons appreciate the control over their schedules and the more efficient workflow. Patients themselves are increasingly choosing to avoid a hospital stay. They want to recover at home where they feel more comfortable. It is clear that the shift is happening for reasons. Each factor plays a role in making outpatient joint replacement a growing reality.
Why joint replacement is moving to surgery centers | ||
Force | What changed | What it means for marketing |
Anesthesia | Safer to operate without complications | Answer "Is it safe?" on the page |
Less invasive techniques | Smaller incisions, less trauma | Show the recovery, not the operation |
Rapid-recovery protocols | Patients back on their feet sooner | Same-day discharge is the headline |
Cost | Lower cost in the ambulatory setting | Talk value, not only price |
Surgeon control | Better schedules, efficient workflow | Show the surgeon chose this center |
Patient preference | Recovery at home | Lead with "home the same day" |
The Medicare Rule Changes Behind Outpatient Joint Replacement
For 2026, Medicare took 285 musculoskeletal procedures off its inpatient-only list and added 560 codes to the surgery center list, including revision knee and hip replacement.
Medicare changes that moved joints out of the hospital | ||
Year | Change | Source |
2018 | Total knee replacement off the inpatient-only list | |
2020 | Knee replacement payable in surgery centers; total hip off the inpatient-only list | |
2026 | 285 musculoskeletal codes off the list; 560 codes added to the ASC list | |
2027–2028 | Remaining inpatient-only codes scheduled to come off (proposed) | |
How Fast Outpatient Knee Replacement Grew
Weaver's analysis of CMS claims puts the outpatient share of primary knee replacement at 54% in 2024, up from under 5% in 2018.
In a matched Rothman Institute study, every surgery center joint patient went home the same day, against 73.9% of hospital patients.
What the Shift Means for Your Marketing
How does this impact marketing? You're no longer selling a hospital's service line that carries the brand trust. You're selling a particular facility and a particular surgeon to patients who are actively looking for different options.
Hospital service line vs. surgery center: what you are selling | ||
Hospital service line | Surgery center | |
Brand trust | Carried by the hospital name | Earned by your center and surgeon |
The patient | Sent there by default | Actively comparing options |
Main question | Which hospital? | Which surgeon, and which center? |
Message | Size and reputation | Safety, home the same day, recovery support |
Key takeaway: Outpatient joint replacement marketing sells a specific center and a specific surgeon, not a hospital brand.
Who the Outpatient Joint Replacement Patient Is
The ideal joint replacement outpatient is younger and more active than the typical traditional joint replacement patient, but age should not be the only criterion. Many are in their fifties or sixties, still working, and still hiking, golfing, or chasing grandchildren. They have someone at home who helps them manage their conditions.
What do they want to listen to? Three things most of all:
Is it safe to go home the same day?
Will their pain be managed effectively at home?
Will they not be left behind after leaving the hospital?
They don't want medical mumbo-jumbo. They want straightforward answers, the truth of concerns like theirs.
The outpatient joint patient and what it means for your marketing | |
Trait | What it means for your marketing |
Fifties or sixties | Speak to people planning around work and family, not retirement |
Still working | Show how fast they get back to the job |
Hiking, golf, grandkids | Use the activities they want back in images and stories |
Someone at home to help | Explain the caregiver's role on day one |
Wants straight answers | Plain words. No medical jargon |
Same-Day Knee and Hip Replacement Pages That Answer the Fears
Your website must have specific pages that deal with same-day knee replacement and same-day hip replacement. The three great fears should be directly addressed in these pages:
Going Home, Pain and Safety
Going home the same day: Describe how you select patients, how you treat them for recovery, and how you would do for them during the discharge process.
Pain: Be honest. Explain your multimodal pain management plan and what the patient can expect in the first 48 hours.
Safety: Address how complications will be handled, emergency planning, and follow-up contacts directly. A page that ignores risk looks naive; a page that addresses it looks trustworthy.
The three fears and how your page answers them | ||
Fear | What to explain | Proof to show |
Going home the same day | Patient selection, recovery, discharge day | Patient video: "How did it feel to go home?" |
Pain | Multimodal pain plan, the first 48 hours | Patient answer: "How was the pain?" |
Safety | Complications, emergency plan, follow-up contacts | Named care team and an after-hours number |
Calls to Action
Every page must have a clear call to action, such as a call for a consultation, or a download of a preparation guide.
Calls to action for same-day knee and hip replacement pages | ||
Call to action | Best for | Where to place it |
Book a consultation | Patients ready to decide | Top of the page and the end |
Download the preparation guide | Patients still researching | After the pain section |
Call the care team | Patients worried about safety | Next to the safety section |
Key takeaway: Build one page for knees and one for hips, each answering the three fears.
Marketing the Surgeon and the Surgery Center Together
Patients pick surgeons of their choice and also pick health centers of their choice. So, you must promote both the surgeon and your health center together. Include the surgeon’s details, such as credentials, experience, and personal philosophy. Include the center’s details, such as accreditation, technology, safety, and comfort. When you produce content such as videos, Q&A posts, and testimonials, they should show that the surgeon and the center are a team. Joint branding closes the gap when a patient has faith in the surgeon but doesn’t know much about the center.
Co-branded content: surgeon, center and both | ||
The surgeon | The surgery center | Joint content |
Credentials | Accreditation | Surgeon and nurse video walkthrough |
Experience | Technology | Q&A post answered by both |
Personal philosophy | Safety and comfort | Patient testimonials naming both |
Filling Open Block Time: Which Joint Replacement Cases to Promote First
When it comes to filling schedules, not all cases are created equal. Focus on promoting the procedures with the quickest sales cycle and highest demand from patients — usually primary knee and hip replacements in motivated and healthy patients. Start with specific campaigns and then work up to the shoulder and other joints once your pipeline is established. Also determine which surgeons have the most available block time and focus marketing efforts on that surgeon. If marketing is not linked to capacity, then it is a waste of money.
Which joint replacement cases to promote first | ||
Case | Demand and decision | When to promote |
Primary knee replacement | High demand, quick decision | First |
Primary hip replacement | High demand, quick decision | First |
Shoulder replacement | Lower demand, longer decision | After the knee and hip pipeline is steady |
Other joints | Lower demand | Later |
Key takeaway: Point every campaign at the surgeon with the most open block time.
Showing the Surgery Center to Joint Replacement Patients
Patients are non-verbal and eager, so they want proof in the form of video, pictures, and all. Let them know where they will be. Include:
Virtual tour and/or video walkthrough.
A series of photos of the operating rooms, recovery suite, and waiting areas.
Photos and profiles of the care team, such as the nurses and anesthesia personnel.
Description of the recovery suite and the activities that will take place there.
A patient going through this makes an impact on reducing fear and increasing familiarity. When a patient walks through your center online, the patient should feel like he/she has already walked through your center physically.
Surgery center tour assets and the fear each one reduces | ||
Asset | What it shows | Fear it reduces |
Virtual tour or video walkthrough | The path from the front door to recovery | The unknown |
Operating room photos | Clean, modern rooms | Safety |
Recovery suite description | What happens before discharge | Going home the same day |
Care team profiles | The nurses and anesthesia staff by name | Being left on their own |
Reviews and Stories From Same-Day Joint Replacement Patients
The most effective conversion is from patients who've already completed the transformation at your surgical center. Gather and share same-day joint replacement stories: short videos are great; written stories are also acceptable. Have specific questions for patients: How did it feel to go home? How was the pain? Would you do it again? Promote these stories on your website, via your social media platforms, and in printed materials at your consultation rooms.
Patient story questions | ||
Question | What it proves | Best format |
How did it feel to go home? | Same-day discharge works | Short video |
How was the pain? | The pain plan works at home | Short video or written story |
Would you do it again? | The whole decision was right | Quote on the page and in print |
Working With the Physical Therapists Who Do the Rehab
Rehabilitation partners are a referral engine. Physical therapists meet with patients before surgery to discuss their candidacy for a joint replacement and help patients get through the recovery period following surgery. Establish rapport with the therapist your patients will be using, share your protocols, and ensure they are aware of your center's capabilities. If the physical therapist believes your program is a good option, they will suggest it to their patients who are thinking about surgery. Shared patient resources and joint education events further solidify this partnership.
Working with rehab partners | |
Step | What to do |
Build rapport | Meet the therapists your patients will use |
Share protocols | Send your same-day protocol and rehab goals |
Show capabilities | Invite them to tour the surgery center |
Share resources | Give them patient handouts with both your names |
Teach together | Run joint education events with them |
Local Search for "Outpatient Knee Replacement Near Me"
Local search is where high-intent patients discover you. If a patient is interested in a particular treatment, they search for providers that are within their location. What you need to do is target the patient searching for outpatient knee replacement centers near you. You can do this by following the guidelines below:
Carefully research and create location-specific pages targeting terms such as "outpatient knee replacement [city]" and "same-day hip replacement near me".
Upload photos and reviews to your Google Business Profile and claim it.
Make sure your Name, Address, and Phone number are identical everywhere on the internet.
Create content that is locally appropriate and obtain local backlinks.
Gather reviews regularly, as they play a significant role in local rankings.
Local search checklist for outpatient knee replacement | ||
Task | Example | Why it matters |
Location pages | "Outpatient knee replacement [city]" | Matches what the patient types |
Same-day pages | "Same-day hip replacement near me" | Catches the near-me search |
Google Business Profile | Photos, services, reviews | Feeds the map pack |
Consistent name, address, phone | Same on every listing | Trust signal for Google |
Steady reviews | A few every week | Local ranking factor and proof |
Intellius has seen this channel work for specialty practices: Rozier MD, a pain clinic, gets 150–200 calls a month, and a Lubbock wound care clinic logged 1,260 Google Maps calls.
What to Measure in Outpatient Joint Replacement Marketing
Track the metrics that matter to your schedule.
Utilization (Block time filled) - Total block time utilized as % of available time
Volume per provider (Cases per Surgeon) - Volume per surgeon.
Source of case - How each patient found you, from search to referral to physician.
Check these monthly. If marketing is effective, block time utilization increases, case volume for each surgeon increases, and you can follow cases to specific sources.
Outpatient joint replacement marketing metrics | ||
Metric | How to calculate | Healthy sign |
Utilization | Block time used ÷ block time available | Rises month over month |
Cases per surgeon | Joint cases booked per surgeon per month | Rises for the surgeons you promote |
Source of case | How each patient found you | Every case traced to a source |
Key takeaway: If block time, cases per surgeon and traced sources all rise together, the marketing is working.
Outpatient Joint Replacement Marketing FAQs
Can a surgery center market directly to patients?
Yes. You can and should market surgery centers directly to the patients through a website, local search, reviews, social media and educational events. Direct-to-patient marketing enhances awareness and produces inquiries to fill your surgeons' schedule.
How do patients find outpatient joint replacement?
Most people find a same-day knee replacement by searching online – perhaps something like "same-day knee replacement near me." Some learn about the procedure from their surgeon, primary care physician, or a physical therapist.
Should the surgeon or the surgery center be the brand?
Both. Patients look for a surgeon in whom they have confidence and a location where they feel comfortable. Co-branded marketing (surgeon credentials combined with centers' safety, comfort) is the most effective.
How do we fill open block time at our surgery center?
Prioritize your marketing efforts based on patient demand and the cycle for decision-making. Focus your support on the surgeons with the most available block time and measure the source of booked cases so you can invest in where it makes sense.
Are same-day joint replacement patients different to market to?
Absolutely. They're generally younger and more active, and they are usually anxious about whether they will be discharged home the same day or not. Market the safety, pain management, and recovery support factors head-on, with concise information and genuine patient experiences.
What pages does a surgery center website need?
At a minimum: separate same-day surgery pages for knees & hips, surgeon bios, tour the facility page, patient stories, location-specific pages for search engines, and a very prominent contact us or request a consultation form page.
Pages a surgery center website needs | |
Page | Purpose |
Same-day knee replacement | Answer the three fears for knees |
Same-day hip replacement | Answer the three fears for hips |
Surgeon bios | Credentials, experience, philosophy |
Facility tour | Show the center before the visit |
Patient stories | Proof from same-day patients |
Location pages | Rank for "[procedure] [city]" |
Request a consultation | One clear next step |
How long before marketing fills more block time?
It varies, but most centers experience an increase in the quantity of inquiries within one to three months, and block time productivity within three to six months as pipelines fill. Local search and review collection benefit from time.
How long marketing takes to fill block time | |
Timeframe | What to expect |
Months 1–3 | More inquiries |
Months 3–6 | Block time productivity rises |
After month 6 | Local search and reviews keep compounding |
Outpatient joint replacement is a competitive playing field, but the strategy has been written clearly: address patients' anxieties head-on, bring your center and surgeons to the table, share authentic patient stories, and track what makes patients walk in to your center.
Want this run for your center? See how Intellius works as an orthopedic marketing agency, our orthopedic advertising guide, and healthcare referral marketing for the physician and PT side.
