Performance Marketing for Orthopedic Surgeons
We fund the ads. Patients call. We qualify and book consultations. Surgeons pay only when a consultation is booked.
The Business Model
Zero risk for the surgeon. Pure performance.
We Fund Ads
Investment in Facebook and Google ads targeting patients with hip, knee, and joint pain in the surgeon’s market.
We Qualify & Book
Patients call a tracked number. A HIPAA-compliant call center qualifies and books directly to the surgeon’s calendar.
Surgeon Pays Per Booking
No retainers or minimums. Charged only when a consultation is successfully booked. Cancellations within 48 hours are refunded.
How It Works
End-to-end, fully automated. Surgeon just sees patients.
Patient Sees Ad
Facebook/Google targeting specific metro
Patient Calls
Tracked number from landing page or ad
Call Qualified
Smith.ai answers, qualifies, books
Booking Created
Webhook fires; appointment + billing event created
Surgeon Charged
Fanbasis charges card on file; 48-hour grace period
Patient Sees Doctor
Consultation happens; surgeon converts to procedure
Unit Economics
Per-Booking Waterfall
Scale Projections
| Metric | 5 Surgeons | 20 Surgeons | 50 Surgeons |
|---|---|---|---|
| Bookings/month | 50 | 200 | 500 |
| Revenue/month | $17,500 | $70,000 | $175,000 |
| Gross margin/month | $11,125 | $44,500 | $111,250 |
| Annual run rate | $134K | $534K | $1.34M |
Assumption: 10 bookings/surgeon/month at $350/booking and 63.6% gross margin.
Why Surgeons Will Pay $350/Booking
Average joint replacement revenue: $30,000–$50,000. Consultation-to-procedure rate: 30–50%. Cost per consultation: $350. Expected revenue per $350 spent: $9,000–$25,000.
Zero upfront risk
No retainers, no monthly minimums. Pay only for results.
Pre-qualified patients
Every patient screened by a live receptionist before booking.
48-hour protection
If a patient cancels within 48 hours, the surgeon isn’t charged.
Turn on / turn off anytime
No contracts. Pause or stop whenever desired.
March 2026 Launch Plan
Four weeks from zero to first billed booking.
Foundation
- Set up all accounts (Fanbasis, Retreaver, Smith.ai, GHL)
- Provision database + deploy backend
- Configure Smith.ai call script
- End-to-end webhook testing
Ads + Landing Pages
- Launch landing page for first market
- Provision tracking number + verify routing
- Create 3 Facebook ad variations
- Launch test campaign ($25–$50/day)
First Surgeon Live
- Onboard first surgeon partner
- Payment method on file via Fanbasis
- Deploy internal reporting dashboard
- First real booking billed
Optimize + Scale
- Call QA + script refinement
- A/B test ad creative + landing pages
- First weekly report to surgeon
- Plan second market / surgeon #2
Operational Playbook
Six linked SOPs drive the operation.
Surgeon Onboarding
Collect info, Fanbasis setup, tracking number, Smith.ai config, welcome email
Call Script & Qualification
Receptionist script, qualification criteria, booking flow, HIPAA-compliant data handling
Billing & Refunds
Charge flow, 48-hour grace, cancellation handling, dispute process, reporting
Call Tracking Setup
Retreaver provisioning, routing config, webhook setup, dynamic number insertion
Weekly Optimization
Call QA scoring, ad performance review, creative iteration, surgeon reporting template
Launch Runbook
Deploy steps, env vars, webhook testing, Fanbasis verification, end-to-end smoke test
Technical Architecture
Lightweight, production-ready, HIPAA-conscious.
Tech Stack
Design Principles
- ✓HIPAA minimal — only name, phone, zip, timestamps
- ✓Idempotent — never double-charge, never double-count
- ✓Webhook-driven — real-time, no polling
- ✓48-hour grace — fair cancellation policy
- ✓Full audit trail — every event logged
- ✓CSV export — transparent reporting for surgeons
Why This Wins
Speed to Market
Fully operational in 4 weeks. Most competitors take 3–6 months to launch a single market.
Pure Performance
Surgeons pay per result. No retainers means fast adoption and word-of-mouth referrals.
Capital Efficient
Positive unit economics from booking #1. No VC-funded blitz-scaling required.