Mountain View Orthopedics

A seven-surgeon orthopedic group where every appointment started with a phone call, and nine days passed between a patient's first contact and a confirmed appointment.

• The website listed all seven specialties on one page, a paragraph each, so a patient with a torn meniscus could not tell which surgeon to ask for.
• Everyone called the main line, described the problem to whoever answered, and waited for a callback once the practice worked out where they belonged.
• Most of the nine days was that internal routing, not a shortage of appointments.
• The pages that could have answered a patient's question, about the specific procedures these surgeons perform, did not exist.

Rebuilt around the question a patient actually arrives with, which is not "who are your surgeons" but "what do I do about this knee."

• Seven specialty sections and a page for each procedure the group performs, each written to answer what a patient searches before they are ready to call.
• A request form that asks for the area of the body and a description in the patient's own words, then routes on that answer.
• One submission creates the patient record in Athenahealth against the right specialty, opens a tracked request on that coordinator's board in HubSpot, and sends the intake paperwork through Phreesia the same hour.
• A separate short form for referring physicians, with a same-day confirmation back to the office.

Requests tripled, and they arrive sorted. The patient's own description puts them in front of the right coordinator without a triage call, so nine days became two.

• Most of the growth came from procedure pages answering questions that used to wait for a phone call.
• The front desk stopped being a switchboard: 6% of requests now need a routing call, down from all of them.
• The group can see, for the first time, which specialty pages lead to a booked appointment, which decides where the next page gets written.