Patients Are Shopping for Ortho Like They Shop for Shoes
Orthopedic decisions don’t start in the exam room anymore.
Headed into 2026, patients are relying less on physician referrals and more on the same behaviors they use to choose a mountain bike or a new pair of shoes. They scan options, compare brands, and move on quickly if something doesn’t feel clear or credible.
At the same time, their attention is flooded with video, memes, reels, podcasts, “AI slop,” and endless chats. You’re not just competing with other practices. You’re competing with everything else on their screen — and you have seconds to:
- Capture attention
- Convey authority
Our nationwide survey of 538 adults shows this isn’t limited to younger generations. Every age group is now digital-first and increasingly shaped by AI-driven summaries.
👉 The full 2026 Orthopedic Patient Marketing Outlook breaks down what that means for your brand, your website, and your funnel.
89% of Gen Z
uses AI during their healthcare research
61% of Gen Z & 60% of Millennials
won’t book without cost transparency
59% of patients
start on a provider website
52% of patients
seek non-surgical or spine care first
83% of Gen Z
say social media influences their provider trust
54% of patients
abandon a practice due to difficulty reaching staff
Get the Full 2026 Orthopedic Outlook
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