PR & Marketing for Orthopaedic and Sports Surgeons: How to Get Noticed (and Get Featured in the Media)
If you're a private orthopaedic or sports surgeon wondering how to get featured in the press, here's the honest answer: you don't chase coverage, you build authority. You become the surgeon journalists think of first, the name that comes up when a patient asks around, and - increasingly - the expert AI recommends when someone types "best knee surgeon in London" into ChatGPT. That's a deliberate strategy and in this guide I'm going to walk you through exactly how it works.
Why orthopaedics is one of the strongest niches to build a media profile in right now
The demand is already there, most surgeons simply aren't capturing it. In 2025, UK private hospitals recorded 953,000 admissions, a record for the fourth year running. Of the 283,000 patients who paid for themselves, the three most common procedures were cataract surgery, primary hip replacement and primary knee replacement. Yep, that's right. Two of the three most paid-for procedures in private medicine in 2025 were orthopaedic. I'd expect 2026 and beyond to show much the same.
That means a growing pool of patients are actively choosing - and paying for - surgery, often while sitting on an NHS waiting list. They are anxious, they are researching and they are looking for a reason to trust one surgeon over another. Media authority is that reason. A quote in The Telegraph or a comment in Men's Health does the reassuring for you before the patient has even picked up the phone or filled out an online enquiry form.
What patients (and now search engines and AI) are really looking for
Patients don't book because you're the most qualified. They book because they feel safe. Surgery is classed as a "Your Money or Your Life" topic (the kind of high-stakes subject - health, money, safety - where getting it wrong really matters, so Google and AI tools apply extra scrutiny to who they'll trust and recommend). In a field like that, credibility is the whole game, and credibility is built through other people vouching for you, not through your own website telling people how good you are.
This is also how the new AI answer engines work. When a patient asks an AI "who's the best sports surgeon in the UK for an ACL injury?", the model isn't just reading your homepage. It's looking for agreement across sources it trusts, such as national press, respected trade titles and expert commentary. If several authoritative outlets have quoted you, AI treats you as a verified expert and is more likely to recommend you. If they haven't, you fade into the background, no matter how brilliant your clinical record is.
How to build a media profile as an orthopaedic surgeon
Pick your lane before you pitch. "Orthopaedic surgeon" is too broad to be memorable. "The surgeon who gets weekend athletes back on their feet" or "the hip specialist for people who refuse to slow down at 60" gives a journalist a reason to call you. Narrow beats broad when it comes to PR, every time.
Ride the stories that are already moving. Orthopaedics has an unusually rich supply of news hooks: sports injuries during major tournaments, the active-ageing movement, marathon season, the surge in self-pay surgery, new implant technology. A surgeon who can comment quickly and clearly on a running story becomes a journalist's go-to contact, and that relationship pays out for years.
Say something, don't just be available. The surgeons who get featured have a view. On recovery timelines, on when surgery is and isn't the answer, on the myths patients believe. Useful, quotable opinions travel; cautious non-answers don't.
Be genuinely responsive. Journalists often work on tight deadlines. The expert who replies within the hour tends to get the placement; the one who takes three days, doesn't. This is the single most common reason good surgeons miss out.
Make yourself easy to find and easy to trust. A professional headshot, a clear specialism, a proper bio and a website that answers the questions patients actually ask. When the coverage lands, this is what turns a curious reader into a booked consultation.
PR versus marketing: where should an orthopaedic surgeon start?
Marketing is what you say about yourself: your website, your ads, your social media. PR is what others say about you: the press coverage, the expert commentary, the third-party trust. Both matter, but for a surgeon building authority, PR does the heavy lifting, because a patient trusts The Times far more than they trust your own advert.
The good news is they compound. When an outlet chooses to link back to your site - and that's always their editorial decision, never something anyone can guarantee - it can help your search visibility. Even without a link, being named in a trusted title is a signal that helps AI tools cite you and a piece of social proof you can use for years. You do the work once, and it keeps paying.
Frequently asked questions
How does an orthopaedic surgeon get featured in the press in the UK?
By building a clear niche, developing a few strong expert opinions and responding quickly to relevant news stories, either directly or through a PR specialist who has the media relationships and pitches on your behalf. The former is hard work unless you have contacts. This is where working with a PR like myself can be incredibly helpful as you'll have access to the health journalists I've been working with for over 15 years.
How much does medical PR cost for a private surgeon?
It varies with scope. Agencies typically work on a monthly retainer, and one-off strategy sessions are a lower-cost way to start. The better question isn't "what does it cost?" but "what is one extra self-pay patient a month worth to my practice?". Get in touch for bespoke pricing.
Will PR actually bring in patients, or is it just vanity?
Done properly, it drives enquiries. Coverage builds the trust that converts a hesitant researcher into a booking and being featured in trusted titles increasingly influences whether AI tools recommend you at all. Where a publication chooses to link back to your site, it can support your search visibility too.
Do I need PR if I'm already fully booked?
Yes, if you want to scale, raise your fees, move into advisory or commercial work, or protect your reputation. Being fully booked today is not the same as being future-proof.
Can I do my own PR?
You can start. But most surgeons are time-poor, can't move at media speed or simply don't have the contacts, which is where opportunities are won or lost. A specialist becomes your always-on media contact so you don't miss the moment.
Ready to become the orthopaedic surgeon the media calls first?
I only represent one expert per specialism, which means one orthopaedic surgeon, so this slot is genuinely exclusive. If you'd like to see exactly where your profile stands and what it would take to build real media authority, book a PR Power Hour. It's a focused 60-minute strategy session with a live audit of your digital presence and a clear plan for your next steps.
Rebecca Lee is the founder of Rebecca Lee Communications, a boutique PR agency representing some of the UK's leading private medical experts. She has secured coverage for her clients in titles including The Times, The Telegraph, Vogue, Forbes and Men's Health, and works with one expert per specialism to avoid any conflict of interest.