Orthopaedics Marketing · India · 2026 Playbook

Orthopaedics Marketing
Agency in India.

Name: ICG · Orthopaedics Marketing Agency in India
Author: Rohit Gupta

By Rohit Gupta, Co-Founder — Business & Growth, Ichelon Consulting Group. Reviewed by Raman Soni, Head of Performance Marketing. Updated July 2026.

Orthopaedics marketing in India differs from generic healthcare marketing on three dimensions: (1) the procedure spectrum is the widest of any surgical specialty — from ₹8,000 PRP injections to ₹4.5L robot-assisted joint replacements; (2) the patient decision cycle for elective joint replacement (6–18 months) is the longest in elective surgery; (3) sports medicine and joint replacement have completely different patient demographics and digital behaviours, requiring parallel but separate marketing strategies.

Book an Orthopaedics Growth Diagnostic → Read the playbook →

Why orthopaedics marketing is different

The widest procedure spectrum
in surgical marketing.

No surgical specialty spans as wide a revenue range per procedure as orthopaedics:

Physiotherapy referrals and PRP injections: ₹5,000–₹25,000 per episode
Arthroscopy: ₹40,000–₹1.5L
Total knee replacement (TKR): ₹1.5L–₹4L
Robot-assisted TKR: ₹3L–₹5.5L
Total hip replacement: ₹2L–₹4.5L
Spinal surgery (discectomy to complex fusion): ₹1.5L–₹10L+

This range means that Google Ads campaigns for "physiotherapist near me" and "robot-assisted knee replacement India" must be separated not just by keyword but by landing page, budget, CPL target, and attribution model. A hospital that runs a single orthopaedic campaign is leaving significant segment-specific optimisation on the table.

ICG segments orthopaedic campaigns by procedure tier: conservative management and injection therapy, arthroscopy and day-care procedures, major joint replacement, and complex spinal surgery. Each tier has its own CPQL target, landing page, and acquisition channel mix.

The 6–18 month joint replacement consideration cycle

Joint replacement patients are the most thoroughly researched in elective surgery. A patient whose GP first mentions "you may eventually need a knee replacement" will typically spend 6–18 months managing conservatively, researching when replacement becomes inevitable, researching procedure types (conventional vs minimally invasive vs robot-assisted), researching surgeons and hospitals, and deciding on timing.

This extended consideration cycle is a long-funnel content marketing opportunity that most orthopaedic hospitals squander. ICG builds an 8–12-piece joint replacement content cluster specifically designed to be found at the research stage (months 1–9) and to build trust over time so that when the patient is ready to book (months 12–18), the hospital's content has been their companion through the journey.

The CPQL economics justify this long-funnel investment: a total knee replacement at ₹2L–₹4.5L procedure revenue produces a 50–100× return on a ₹5,000–₹8,000 CPQL from organic content or targeted Google Ads.

Sports medicine: the digital-native demographic

Sports medicine patients — younger (20–40 years), digitally active, often recreational or professional athletes — have a completely different digital behaviour profile from the joint replacement demographic (55–75 years).

Sports medicine patients discover through Instagram (sports injury prevention content, sports physiotherapy Reels), research on Google ("ACL tear recovery time," "rotator cuff surgery vs physiotherapy"), and book via WhatsApp or online appointment booking. They are less influenced by hospital brand and more influenced by surgeon/physio credentials in sports medicine specifically.

ICG builds a parallel sports medicine digital stack for orthopaedic hospitals that have both specialties — separate Instagram content calendar, separate Google Ads campaigns, and separate landing pages — from the joint replacement stack.

The orthopaedic patient decision journey

Three archetypes.
Joint replacement, sports, spine.

Archetype 01 · Joint replacement patient

6–18 month journey · long-funnel content

Who they are: 55–75 years. GP-referred or self-referred after progressive knee/hip/shoulder pain. Has been managing conservatively. Now reaching the threshold where daily function is significantly impaired.

Search behaviour: Early phase: "knee pain treatment without surgery." Mid phase: "total knee replacement vs partial," "knee replacement cost India," "robot knee replacement." Late phase: "best knee replacement surgeon [city]," "[surgeon name] reviews."

Trust triggers: Surgeon case volume ("1,000+ knee replacements"), robot-assisted technology availability (MAKO, ROSA, or equivalent), physiotherapy rehabilitation programme post-surgery, insurance acceptance, reviews from joint replacement patients specifically.

ICG's playbook: Long-funnel content cluster (8–12 pieces). Joint replacement cost guide. Robot vs conventional comparison page. Surgeon profile with case volume. Review generation at 6-week and 3-month post-op follow-up.

Archetype 02 · Sports injury patient

1–7 day journey · fast diagnosis, back to sport

Who they are: 20–40 years. Active recreational or professional athlete. Acute injury (ACL, meniscus, shoulder, ankle) or overuse injury. Wants fast diagnosis and back to sport quickly.

Search behaviour: "ACL tear treatment near me," "sports orthopaedic surgeon [city]," "knee injury specialist." Urgent — wants appointment within days, not weeks.

Trust triggers: Sports medicine specialisation explicit, fast appointment availability, sports physiotherapy integrated with surgical management, return-to-sport timeline discussed (NMC-compliant — stated as typical not guaranteed), athlete patient reviews.

ICG's playbook: Sports medicine landing page with fast appointment availability. Google Ads on sports injury + surgeon queries. Instagram sports injury prevention content. WhatsApp CTA as primary conversion.

Archetype 03 · Spinal pain patient

30–90 day journey · research-intensive

Who they are: 35–65 years. Chronic back/neck pain, sciatica, or post-traumatic spinal issue. Has often tried physiotherapy and pain management before considering surgery. Referred by pain management specialist or neurologist.

Search behaviour: "spine specialist India," "disc replacement surgery," "sciatica treatment without surgery," "minimally invasive spine surgery [city]." Research-intensive.

Trust triggers: Minimally invasive approach highlighted (reduces surgical anxiety), fellowship in spine surgery, outcome framing that focuses on pain relief and function return (NMC-compliant with appropriate disclaimers), patient reviews specifically mentioning back pain improvement.

ICG's playbook: Spine condition content cluster (disc herniation, spondylolisthesis, spinal stenosis, sciatica). Minimally invasive vs open surgery comparison page. Surgeon credentials in spine fellowship. Pain management coordination described as part of the approach.

CPQL benchmarks by orthopaedic sub-vertical

Orthopaedics CPQL — market vs ICG portfolio.
ICG data, 12-month rolling window.

Sub-vertical	Market avg CPQL	ICG portfolio CPQL	Treatment LTV	Channel fit
General orthopaedic OPD	₹400–₹1,000	₹300–₹700	₹5K–₹20K per episode	GBP + local SEO
Sports medicine	₹600–₹1,800	₹450–₹1,200	₹15K–₹80K per episode	Google Ads + Instagram
Total knee replacement	₹2,500–₹8,000	₹1,800–₹5,500	₹1.5L–₹4L	Google Ads + content
Robot-assisted joint replacement	₹4,000–₹12,000	₹2,800–₹8,000	₹3L–₹5.5L	Google Ads + content
Total hip replacement	₹2,000–₹7,000	₹1,500–₹4,500	₹2L–₹4.5L	Google Ads + content
Spine surgery	₹3,000–₹10,000	₹2,000–₹6,500	₹1.5L–₹10L	Google Ads + referral
Trauma / fracture	₹500–₹1,500	₹400–₹1,000	₹30K–₹2L	GBP + emergency local SEO

Source: ICG portfolio data, 12-month rolling window (Jul 2025–Jun 2026), n=6 orthopaedic engagements. Market averages from Practo 2025 India Healthcare Report.

Compliance framework · hospital

Compliance is where most agencies fail.

Hospital advertising sits at the intersection of NMC (per specialist), NABH (institutional), and IRDAI (insurance claims). Multi-specialty hospitals need per-department compliance workflow.

Primary law

NABH standards + NMC Section 6 (per empanelled specialist)

No comparative "better outcomes than" claims without published outcome data. Insurance-empanelment claims must match live TPA lists.

Penalty for violation

Enforcement bite

NABH accreditation suspension + insurance-empanelment revocation

ICG approach

Compliance-first workflow

Every ad + landing page + email routed through a compliance checkpoint before publishing. Zero enforcement actions across 150+ healthcare clients since 2018.

Frameworks ICG operates under

NMC Ethics Code 2026 · DPDP Act 2023 · ART (Regulation) Act 2021 · NABH 6th Edition · Dental Council of India · Schedule J (drug advertising) · UCPMP 2024 · ASCI Healthcare Guidelines

Compliance interpretations current as of September 2026. Enforcement bulletins tracked weekly by ICG's compliance research desk. See our editorial standards for how we source and update these.

How ICG runs orthopaedics marketing

Four tiers.
Segmented by procedure and demographic.

Tier 01 · Long-funnel content

15–20 condition/procedure pages per hospital

Joint replacement content cluster (when is replacement necessary, conventional vs robot, cost guide, rehabilitation guide, what to expect at first consultation). Sports medicine content cluster (ACL guide, rotator cuff guide, meniscus treatment options). Spine content cluster (disc herniation, spinal stenosis, sciatica).

Tier 02 · Paid acquisition by procedure tier

Separate campaigns per tier · 90-day attribution

Separate campaigns for each procedure tier (conservative management, sports medicine, joint replacement, robot joint replacement, spine). Different CPL targets, different landing pages, different ad copy per tier. Remarketing: joint replacement consideration page visitors are a high-value remarketing audience — conversion cycle is 6–18 months, so 90-day remarketing windows are appropriate.

Tier 03 · GBP and local SEO

Category-aware + emergency-trauma attribute

Orthopaedic GBP primary category: "Orthopedic surgeon." Secondary: "Sports medicine clinic," "Physical therapist" (if physiotherapy integrated). Emergency trauma: GBP emergency attribute ON. Geo-grid at 1.5km for general orthopaedic queries (proximity-sensitive); 3km+ for specialist queries (robot replacement, complex spine — patients travel further for specialty).

Tier 04 · Instagram for sports medicine

Prevention + rehabilitation + athlete stories

Sports injury prevention Reels, athlete testimonials (experience-focused, NMC-compliant), rehabilitation milestone content (anonymised patient journey with consent). Sports medicine Instagram strategy mirrors the aesthetic clinic approach — discovery on Instagram, validation on Google.

CPQL benchmarks · ICG vs market

38–58% lower CPQL
in 90 days. Across every specialty.

Most orthopaedics marketing agency india pitches sell on CPL. ICG sells on CPQL — Cost Per Qualified Lead — the cost of a lead that actually shows up for a consultation. The difference is often 3–4×. Here is what our 150+ healthcare clients actually pay.

Specialty	Market avg CPQL	ICG avg CPQL	ICG reduction
IVF & Fertility	₹2,400	₹1,180	−51%
Aesthetic Dermatology	₹1,950	₹1,020	−48%
Plastic Surgery	₹3,600	₹2,050	−43%
Hair Transplant	₹4,300	₹2,280	−47%
Ophthalmology (LASIK / cataract)	₹1,700	₹720	−58%
Mental Health (psychiatry / therapy)	₹2,200	₹1,310	−40%
Dental (chains)	₹980	₹540	−45%

90-day averages from ICG's live portfolio across Delhi NCR, Mumbai, Bangalore, Hyderabad, Pune, Chennai, and tier-2 cities. Adjust for city: metro CPQLs run 20–35% higher than tier-2 across all specialties.

HealthApex OS · The proprietary stack

Eight platforms. One intelligence layer.

Nexus CRM healthcare lead management · Beacon attribution · Hawk CRM intelligence · Phoenix clinic revenue · HealthPro 360 PMS · YODA YouTube intelligence · Agency OS live reporting · AIO Intel AEO+LLM citation tracking. Built in-house since 2018 — included in every orthopaedics marketing agency india engagement.

Explore HealthApex OS → See all eight platforms in detail →

Two products worth knowing

Hawk and YODA.
Standalone offers built for specific gaps.

⏵ Hawk · CRM Intelligence

Is your CRM hiding what it should be showing?

Hawk shows where your leads are leaking: which went cold, which were downgraded by automation, which are recoverable. Free Lead-Leak Audit in 48 hours.

Explore Hawk + free audit →

▶ YODA · YouTube Intelligence

Is your YouTube channel generating patients, or just views?

YODA connects YouTube content to consultation bookings. Patient testimonial videos generate 6.9× more consultations per view than condition explainers.

Explore YODA →

The diagnostic framework

Most healthcare marketing agencies treat symptoms.
ICG diagnoses root causes.

High CPL. Junk leads. Low ROAS. These are symptoms, not problems. ICG's diagnostic framework — built across 150+ healthcare engagements — maps every symptom to its actual root cause and the specific treatment that fixes it.

Symptom	Diagnosis	ICG Treatment
High CPL across all campaigns	Poor channel selection	SLC Matrix
Leads come in, but most are junk	Inefficient digital operations	DCG Matrix
Leads convert to appointments slowly	Sales process / telecaller gaps	ACE Matrix + MIS Tool
CPL keeps rising every month	Cross-firing between ad groups	N-Gram + Cross-Firing Analysis
Meta Smart Bidding not optimising	EMQ at 2.5, no first-party signal	Beacon CAPI middleware
Traffic is up but enquiries flat	Wrong T-1 page; no CRO	Device ID Tool + OHMRC Model
Invisible to ChatGPT / AI Overviews	No AEO infrastructure	AIO Intel Tool + cluster architecture
Patient database underutilised	No retention motion on existing patients	Phoenix revenue intelligence
Can't see which leads are leaking from your CRM	No CRM intelligence layer; backward movement invisible	Hawk · CRM intelligence + Lead-Leak Audit
YouTube channel has subscribers but no patients	Optimising for views instead of consultation attribution	YODA · YouTube intelligence + consultation attribution

Every framework in this table is proprietary to ICG. Calibrated across 150+ live healthcare accounts since 2018. Full ICG methodology → · Glossary →

Complete guides

Read the complete guide
for your category.

Six pillar guides — each 8,000–15,000 words of original ICG methodology, CPQL benchmarks, and live client data. The depth no other Indian healthcare marketing agency publishes.

Healthcare Marketing India — Complete Guide → Doctor Marketing India — Complete Guide → Hospital Marketing India — Complete Guide → IVF Marketing India — Complete Guide → Healthcare Performance Marketing — Complete Guide → Healthcare SEO + AEO India — Complete Guide →

More insights at ichelonconsulting.com/insights · 250+ articles · all healthcare-only

Case study snapshots

Anonymised engagement outcomes
from ICG orthopaedic portfolio.

Joint replacement centre · 120-bed hospital · Delhi NCR

Situation: High-volume TKR centre (400+ replacements/year). Digital presence minimal — 45 reviews at 3.9★. No joint replacement cost page. Referrals dominated acquisition.

Diagnosis: no long-funnel content, no cost transparency, CPQL from paid ads ₹9,500 (market average).

Intervention: joint replacement content cluster (12 pages), cost guide published, robot vs conventional comparison page, review generation SOP at 6-week follow-up.

Result: CPQL dropped to ₹4,200. Month-6 TKR enquiries from digital +95%. Reviews: 45 → 280 at 4.6★. (ICG internal data, 2026.)

Sports medicine programme · Multi-specialty hospital · Bangalore

Situation: Senior sports medicine physician (FFSEM-qualified) within a multi-specialty hospital. Sports medicine programme invisible digitally — all patients via referral from physios and GPs.

Diagnosis: no sports medicine landing page, GBP doesn't mention sports medicine, no Instagram presence.

Intervention: sports medicine landing page, Instagram sports injury prevention content (3 Reels/week), Google Ads on ACL + sports injury queries, sports medicine added as GBP secondary category.

Result: sports medicine enquiries from digital: 0 → 38/month at month 4. (ICG internal data, 2026.)

Orthopaedic surgeon · Solo practice · Tier-2 city

Situation: DNB Orthopaedics surgeon establishing independent practice in a city served by one government hospital and no organised private orthopaedic care.

Diagnosis: no digital presence in a market with genuine unmet demand.

Intervention: GBP created and verified, joint replacement cost page, trauma emergency landing page with sub-2s LCP.

Result: top-3 local pack for "orthopaedic surgeon [city]" within 6 weeks (low competition market). 30+ new patient enquiries in month 2. (ICG internal data, 2026.)

YouTube Marketing · ICG YODA Intelligence

Hospital marketing on YouTube: 12-25 specialty funnels run in parallel.

Multi-specialty hospitals serve 12-25 specialty audiences simultaneously. Each has its own CPQL economics, language preference, and content format. ICG's YODA tool segments per-specialty performance + reallocates content investment monthly based on actual consult attribution.

Aggregated lifetime views

180M+

Specialties analysed

Consult attribution

Per-video

Read the State of Doctor YouTube India 2026 (flagship) → Explore ICG's YouTube Marketing service →

Frequently asked

About orthopaedics marketing
agencies in India.

Joint replacement cost guide (highest search volume in orthopaedics, direct intent), robot vs conventional comparison page (technology differentiation for premium positioning), and individual procedure pages (total knee, total hip, spine surgery). These three content types capture patients at the research, comparison, and decision stages of the 6–18 month joint replacement journey.

Factually. Robot-assisted joint replacement uses computer guidance for implant alignment — state the technology, what it enables (more precise positioning, potentially reduced revision rate in appropriate cases — cite published data), and let the surgeon explain applicability at consultation. Do not claim superiority over conventional surgery without cited evidence. NMC compliance requires the distinction between describing a capability and making a comparative claim.

ICG target: ₹1,800–₹5,500 for total knee replacement. Robot-assisted: ₹2,800–₹8,000. The 6–18 month consideration cycle means that tracking must extend beyond the standard 30-day attribution window — ICG uses 90-day attribution windows for joint replacement campaigns to correctly credit the marketing investment.

X-ray images showing pre- and post-operative alignment (not patient photographs) sit in a different NMC category from clinical before/after photography. Pre/post X-ray images used in educational content to illustrate alignment improvement are generally NMC-acceptable with appropriate clinical context. Patient photograph before/after is NMC-restricted in paid promotion contexts. ICG reviews all before/after content per the NMC compliance checklist before publication.

Completely separate digital stacks. Sports medicine: Instagram-first (young, active demographic), Google Ads on ACL/sports injury queries, fast appointment CTA, return-to-sport timeline discussed (NMC-compliant). Joint replacement: Google Ads on cost + procedure queries, long-funnel content, 90-day attribution window, cost transparency as conversion driver, insurance empanelment highlighted. Same hospital, same GBP — different content clusters and different campaigns.

Tier-1 city, joint replacement primary: 120+ reviews at 4.4★ minimum for local pack competitiveness. Sports medicine clinic: 60+ reviews at 4.3★. The high patient frequency in sports medicine (multiple physiotherapy visits) makes review velocity easier to achieve — ICG sports medicine clients typically reach 20–25 new reviews per month with a systematic SOP.

The ICG technology stack

Nine tools. One compounding system. HealthApex OS
Built in-house. Deployed in every engagement.

ICG's results are reproducible because they are built on proprietary infrastructure — not agency intuition or generic tools. These nine HealthApex OS platforms are what power every ICG engagement.

Healthcare CRM

Nexus CRM

Healthcare CRM & Lead Management

ICG's healthcare-specific CRM and lead management system. Specialty-configured funnel stages for IVF, dental, aesthetic, ortho, hospital OPD. 1-click CAPI + GCLID via Beacon. Hawk intelligence built in. DPDP-compliant by architecture. Deployed across 300+ healthcare centres.

Specialty-specific funnel stages, not generic SaaS pipeline
1-click CAPI + GCLID via Beacon attribution
Telecaller leaderboard + adherence scoring native
DPDP Act 2023 compliant by architecture

Explore Nexus CRM →

Business Layer

Hawk

CRM Intelligence & Lead-Ops MIS

Sits as the business intelligence layer above your CRM — Nexus, Salesforce, LeadSquared, HubSpot, Zoho, or any custom CRM. Shows where leads are leaking, which effort is wasted, and which good leads were quietly downgraded by automation — not by a human decision.

Sits above your existing LMS — no replacement
83% of effort goes to dead leads — surfaced Day 1
~75% qualified-lead downgrades by automation
Free Lead-Leak Audit in 48 hours

Explore Hawk + free audit →

Attribution Core

Beacon

Attribution Engine & CAPI Middleware

Sits at the centre of every ICG attribution architecture. CAPI middleware connecting Meta Ads, Google Ads, WhatsApp and IVR to your CRM. Lifts Event Match Quality from 2.5 to 6+, reducing CPM 30–40% from the same budget.

Server-side CAPI — bypasses iOS privacy changes
EMQ 2.5 → 6+ across portfolio
30–40% CPM reduction from EMQ lift alone
Multi-touch: ad → consultation → revenue

Explore Beacon →

Practice Management

HealthPro 360

PMS with built-in revenue intelligence layer

The only PMS that tracks cross-sell and up-sell opportunities within your existing patient base. 12 modules covering OPD, IPD, Pharmacy, Labs, Billing, Inventory, Patient Portal, Smart Scheduling, RBAC, AES-256 encrypted storage.

Only PMS with built-in Revenue Intelligence
Cross-sell signal tracking within existing patients
12 modules: OPD, IPD, Pharmacy, Labs, Billing+
Audit trails + RBAC + AES-256 encryption

Explore HealthPro 360 →

Revenue Layer

Phoenix

Revenue intelligence built over your existing PMS

If you already have a PMS — Akhil Systems, Practo, or any other — Phoenix builds the business intelligence layer on top of it without replacement. Currently live across 46 centres for a national chain.

Works over your existing PMS — no migration
Daily action queue: Prevent Loss / Maintain / Grow
Catches unbilled services, collection gaps, lapsing patients
CPQL variance ₹620–₹3,800 → ₹680–₹1,420

Explore Phoenix →

YouTube Intelligence

YODA

YouTube analytics that measures patients, not views

The only YouTube intelligence platform built for healthcare business outcomes. Connects video performance to actual consultation bookings — not views, not subscribers. Patient testimonial videos generate 6.9× more consultations per view than condition explainers.

Consultation attribution per video — not views
Demand-gap: what patients search that your channel misses
50+ doctor channels tracked across India
AIO readiness scoring: which videos AI tools cite

Explore YODA →

Governance & Transparency

Agency OS

Full transparency. Instant diagnosis. Zero surprises.

ICG's centralised governance platform — every client sees everything in real time, and ICG's team sees every problem the moment it surfaces. 30+ real-time alert systems fire the moment a metric drifts outside its performance envelope.

GSC, GA4, Google Ads, Meta Ads, IVR — one live view
30+ real-time alert systems per account
CPQL drift alert at >15% week-on-week change
Client login: full transparency on your account

Explore Agency OS →

AEO & LLM Intelligence

AIO Intel

AI Overview + LLM citation tracking, healthcare-tuned

Knows the moment ChatGPT, Perplexity, Google AI Overviews and Gemini cite your brand in patient answers — and which content drove the citation. Bot-aware dashboard with GA4-registered custom dims (AIO source, AIO referrer) and IndexNow + GSC API integration.

Live tracking across ChatGPT / Perplexity / Google AIO / Gemini
Bot-aware: knows human vs scraper traffic
Custom GA4 dims register AIO source + referrer
IndexNow + GSC API: content surfaced to LLMs within hours

View AIO Intel dashboard →

Competitor Intelligence

Prism Spy

Every Meta + Google ad your competitors run, watched daily

Tracks 75+ Indian healthcare brands, 2,150+ active ads, ₹50Cr+ aggregate ad spend visibility per month. Surfaces what's working, what's been killed, what offers are emerging. Powers every ICG Meta Ads brief, Performance Marketing diagnostic, and IVF / derm / dental specialty campaign with real competitive intelligence.

75+ brands tracked across 30+ healthcare specialties
2,150+ active ads · daily refresh
Activity Feed: every spend / hook / pause logged
Offers Intelligence: 250+ offers in market tracked

Explore Prism Spy →

GBP Intelligence Platform

Angryturtle

Every Google Business Profile scored, tracked, protected, and grown from one command centre

ICG's proprietary Google Business Profile intelligence platform. Scores every listing across 7 dimensions, tracks rank on a live geo-grid across your actual service area, audits NAP + citations, monitors 531 suspension-risk factors continuously, and drafts Google Posts on cadence. Currently managing 143 healthcare listings with 0 suspensions and 4.76★ portfolio average across 28,137 reviews.

143 listings under management · 0 suspensions · 4.76★
7-dimension Health Score + 5-factor Rank OS per listing
Geo-grid rank tracking + NAP + Citation audit + Profile Shield
NMC + NABH + ART Act + DPDP compliance built into every content + review workflow

Explore Angryturtle →

Every ICG engagement runs on some combination of these ten HealthApex OS tools. The diagnostic determines which combination is right for your practice.

Explore HealthApex OS → See the full stack live on your account — free 30-min audit →

The team behind your account

Every diagnostic is led by a founder.
You'll know their names before the engagement begins.

ICG was built by three IIT BHU engineers who entered healthcare marketing with a specific intent: to build the tools that didn't exist and run the campaigns that most agencies couldn't. When you book a diagnostic, Rohit or Abhash leads it personally. Not an account manager. Not a senior executive. The people who built what you're evaluating.

The ICG team — 60+ healthcare marketing specialists at Gurgaon HQ

60+ specialists.
One growth engine.

Performance marketers, analysts, AI engineers, content strategists, and operations specialists — all healthcare-only. Headquartered in Gurgaon since 2018.

Rohit Gupta

Business & Growth Lead & Director

IIT BHU · IIM Rohtak

Rohit's first question in every diagnostic: "When you ask your agency why patients aren't booking — what do they say?" He says the answer tells him more than any dashboard.

Full profile →

Abhash Kumar

Strategy & Analytics Lead & Director

IIT BHU · IIM Bangalore

Abhash built Beacon because most agencies couldn't answer one question: "Which of my campaigns generated that consultation?" He decided the problem was solvable in code. It was.

Full profile →

Deep Das

Technology & AI Lead & Director

IIT BHU

Deep built the 4-Bot patient lifecycle system after watching a client lose 60+ qualified leads in one week to a 6-hour WhatsApp response window. He decided the problem was solvable in code. It was.

Full profile →

Book a diagnostic with the Co-Founding Team → Meet the full leadership team →

HealthApex OS Pricing · All-Inclusive · Billed Annually

₹2,999 – 3,999/month

Single Tool

Hawk CRM intelligence overlay (₹2,999), Nexus CRM / HealthPro 360 / Phoenix alone (₹3,999 each).

₹4,999 – 11,999/month

Bundled Suite

Nexus + Hawk ₹4,999. HealthPro 360 + Patient Portal ₹7,999. Operations Suite (HealthPro + Phoenix + Portal) ₹11,999.

₹14,999/month

Complete HealthApex OS ★

All 8 tools: Nexus + Hawk + Beacon + Phoenix + HealthPro 360 + YODA + Agency OS + AIO Intel. Best value. Full integration.

Transparent. Billed annually. No hidden integration fees. Most Indian clinics save 60-80% vs Salesforce Health Cloud (₹3L+/month) or a 5-vendor multi-tool stack. Complete HealthApex OS at ₹14,999/month is 40-60% cheaper than maintaining a multi-vendor stack — plus you get unified data, one compliance officer, one founder-led engagement. Enterprise tier (hospital networks, multi-brand, custom modules): ₹50,000 – ₹3,00,000/month, founder-led.

Book the free 30-min diagnostic →

Selected ICG clients

Healthcare brands ICG
has worked with.

A representative slice of the 300+ healthcare brands ICG has delivered for across India. Full client list available under NDA during a Brand and Growth Diagnostic.

Read full client case studies →

Orthopaedic client video stories

Hear it from the orthopaedic hospitals and surgeons ICG works with.

Dr. Ruchika Gupta

Founder, Tulasi Healthcare · Tulasi Healthcare (Mental Hospital) · Gurgaon

"Mental health marketing requires a different sensitivity. ICG built compliance-aware campaigns that respect both patients and our..."

Dr. Vikas

Bariatric Surgeon · Medanta · Gurgaon

"Bariatric surgery patients need a long consideration cycle. ICG built a content + paid system that respects that timeline."

Dr. Ramanjit Singh

Dermatologist · Medanta Hospital · Gurgaon

"Working with ICG felt like working with an in-house growth team that happens to specialise in healthcare."

See all client video testimonials →

Sources & methodology

View sources cited on this page

Indian Orthopaedic Association (IOA) guidelines
NMC Ethics Code 2026 — nmc.org.in
CDSCO device guidelines for orthopaedic implants
Practo 2025 India Healthcare Report
ICG portfolio data (n=6 orthopaedic engagements, Jul 2025–Jun 2026)

Named clients on this engagement

3 clinical leaders who trust ICG.

Every named client below has a public testimonial on /testimonials — named with consent, quoted verbatim. No composite testimonials, no invented names.

Dr. Arvind Kumar

Medanta · Delhi

See all client testimonials →

Dr. Vikas Singhal

Medanta · Gurgaon

See all client testimonials →

Dr. Arvinder Soin

Medanta · Gurgaon

See all client testimonials →

Named-client consent verified September 2026. Every client listed has approved their testimonial publication under ICG's editorial standards. If you're an ICG client and want your named testimonial removed from these listings, WhatsApp +91 81302 26224 and we'll de-list within 24 hours.

Ready to build an
orthopaedics marketing engine?

Start with a complimentary 30-minute Orthopaedics Growth Diagnostic from ICG. For bone-and-joint hospitals, joint replacement centres, sports medicine programmes, and spine surgery practices across India.

Book a Diagnostic → Hospital marketing hub →

Orthopaedics MarketingAgency in India.

The widest procedure spectrumin surgical marketing.

The 6–18 month joint replacement consideration cycle

Sports medicine: the digital-native demographic

Three archetypes.Joint replacement, sports, spine.

6–18 month journey · long-funnel content

1–7 day journey · fast diagnosis, back to sport

30–90 day journey · research-intensive

Orthopaedics CPQL — market vs ICG portfolio.ICG data, 12-month rolling window.

Compliance is where most agencies fail.

Four tiers.Segmented by procedure and demographic.

15–20 condition/procedure pages per hospital

Separate campaigns per tier · 90-day attribution

Category-aware + emergency-trauma attribute

Prevention + rehabilitation + athlete stories

38–58% lower CPQLin 90 days. Across every specialty.

Eight platforms. One intelligence layer.

Hawk and YODA.Standalone offers built for specific gaps.

Is your CRM hiding what it should be showing?

Is your YouTube channel generating patients, or just views?

Most healthcare marketing agencies treat symptoms.ICG diagnoses root causes.

Read the complete guidefor your category.

Anonymised engagement outcomesfrom ICG orthopaedic portfolio.

Hospital marketing on YouTube: 12-25 specialty funnels run in parallel.

About orthopaedics marketingagencies in India.

Nine tools. One compounding system. HealthApex OSBuilt in-house. Deployed in every engagement.

Nexus CRM

Hawk

Beacon

HealthPro 360

Phoenix

YODA

Agency OS

AIO Intel

Prism Spy

Angryturtle

Every diagnostic is led by a founder.You'll know their names before the engagement begins.

60+ specialists.One growth engine.

Rohit Gupta

Abhash Kumar

Deep Das

Healthcare brands ICGhas worked with.

Hear it from the orthopaedic hospitals and surgeons ICG works with.

3 clinical leaders who trust ICG.

Ready to build anorthopaedics marketing engine?

Hi, I'm Rohit. Co-Founder, ICG.

Orthopaedics Marketing
Agency in India.

The widest procedure spectrum
in surgical marketing.

Three archetypes.
Joint replacement, sports, spine.

Orthopaedics CPQL — market vs ICG portfolio.
ICG data, 12-month rolling window.

Four tiers.
Segmented by procedure and demographic.

38–58% lower CPQL
in 90 days. Across every specialty.

Hawk and YODA.
Standalone offers built for specific gaps.

Most healthcare marketing agencies treat symptoms.
ICG diagnoses root causes.

Read the complete guide
for your category.

Anonymised engagement outcomes
from ICG orthopaedic portfolio.

About orthopaedics marketing
agencies in India.

Nine tools. One compounding system. HealthApex OS
Built in-house. Deployed in every engagement.

Every diagnostic is led by a founder.
You'll know their names before the engagement begins.

60+ specialists.
One growth engine.

Healthcare brands ICG
has worked with.

Ready to build an
orthopaedics marketing engine?