Daniel Goldberg, SVP of Sales and Growth at United Musculoskeletal Partners
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What is Daniel Goldberg's background and role at United Musculoskeletal Partners?
This is Carly Beam with the Becker Spine and Orthopedics Podcast, and today I'm thrilled to be joined by Daniel Goldberg, Senior Vice President of Sales and Growth at United Musculoskeletal Partners. Daniel, thank you so much for being here today.
Thank you, Carly, for having me.
So before we dive into our questions, could you just introduce yourself and tell us a bit about your background?
Yeah, so I'm the, as you mentioned, the Senior Vice President of Sales and Growth at United Musculoskeletal Partners. UMP has practices in Atlanta, Denver, and Dallas. My job is to grow new patient volume and improve access for patients. I've been in the orthopedic and spine practice marketing space for about 15 years. total. So that was with another MSO prior to UMP. And then my own independent marketing agency that represented about 1000 orthopedic and spine surgeons across the country from about 2000 2009 to 2019.
Great. And I'd love to hear your top three priorities ahead into the new year.
Yeah, I think the top priority for us is reducing friction across the patient journey. So a lot of times care is disjointed. Patients will go to one group or one set of providers for specific issues. They'll go to a hospital-based provider group for oncology or cardiology or OB. They'll go to an independent primary care provider group. or independent orthopedic specialist for those needs. But again, that creates friction. For us, we focus on convenience and access. For musculoskeletal patients, they need to be able to receive care on their schedule and they really don't wanna wait days or weeks to see a specialist. know this is especially true with orthopedic conditions because they often cause chronic pain that interrupts activities of daily living working sleeping taking care of their children you know for these reasons that patients want to be seen as quickly as possible so they can return to their active lifestyles as quickly as possible waiting two three four weeks to see a specialist doesn't really provide them that opportunity
So at UMP, our focus is on access, but that's just more than just having multiple locations in each market. It means online scheduling adoption, call handling, follow-ups, everything that really goes into the first patient call to their post-op care. So that's the number one priority. The second priority for this year is really focusing on embracing AI. You know, patients are increasingly getting care recommendations from AI answers, not just Google search results. About 50% of consumers now use AI for search and AI generated overviews now appear in about 60% of search results. So what that means is growth from an orthopedic practice standpoint needs to allow for AI to read and interpret your website and your content and understand that it's
trustworthy and structured so that when a patient asks AI or sees an AI search result for who should I see for knee pain, that means your practice is showing up in those AI generated search results. You know, what is now known as AIEO, which is search engine optimization or SEO for AI, helps prioritize those clinical expectations, local credibility, and patient friendly content so that you appear in those searches, but that means Sort of shifting your strategy away from just traditional SEO that was based on keywords and now focusing more on intent. So that's one way we're using AI. Another is to use AI to discover new audiences across social media channels, streaming TV and other platforms. Now we know that not every patient seeks care at the first onset of their knee, back or shoulder pain.
Their research and discovery journey may span the course of weeks or even months. We use AI tools and those signals to allow us to build audiences of patients that are likely to be in need of MSK care And then we proactively get our message in front of those patients so that when the patient does decide to seek care a week or a month from now, it's with one of our practices because we've already built trust and authority with that patient by touching them across multiple touch points.
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