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For orthopaedic surgeons and bone and joint clinics

Digital Marketing For Orthopaedic Surgeons In Kolkata, Built Around The NMC Rules

Orthopaedic surgeons and bone and joint clinics need to explain procedures, equipment and consultation arrangements clearly. But high-stakes decisions can make marketing drift into claims about being the "best", having superior technology or delivering faster recovery. The NMC's Public Notice No. R-13014/01/2024-Ethics, dated 6 October 2026, restricts misleading claims and promotional patient material while allowing factual service information and health education.

Medmatis is an NMC-compliant healthcare digital marketing agency in Kolkata: our work is built around the National Medical Commission's 2026 guidelines. Here is how those rules apply to orthopaedic surgeons and bone and joint clinics, and what we do about them.

New to the NMC rules? Start here →

The short answer

Orthopaedic practices can publish factual service information and non-promotional education. Avoid unsupported superiority claims, guaranteed outcomes and patient stories used as promotional proof.

Updated 23 October 2026. Based on the NMC's Public Notice No. R-13014/01/2024-Ethics of 6 October 2026. Not legal advice.

What patients ask before they choose

Do I really need a knee replacement?A practice can publish a general guide to discussing treatment options with a surgeon. It should not diagnose readers or imply surgery is necessary for everyone. Help people prepare questions for a consultation instead of using fear or pressure (cl. 5.1; cl. 8.1 i).
How long is recovery after joint replacement?A clinic can explain that recovery and care plans vary, with wording reviewed by the surgeon. Avoid a fixed timeline, guaranteed mobility or a promised result, because the notice bars unrealistic expectations and misleading outcome claims (cl. 8.1 iii, vi).
What is robotic knee replacement surgery?A practice can factually explain the technology it uses and the service it offers. Do not claim a particular approach is superior or suitable for every patient. The surgeon should verify the wording (cl. 3.2, Explanation II; cl. 8.1 ix).
How do I choose an orthopaedic surgeon in Kolkata?Patients need the surgeon's name, qualifications, registration, area of practice, clinic location and appointment process. Avoid "best" or "No. 1" labels; comparative claims need an independently verifiable basis (cl. 8.1 ix; cl. 3.2, Explanations III and IV).
What does joint replacement surgery cost?A practice may publish fees it has verified, explaining scope and exclusions. Avoid promotional packages or offers likely to encourage unnecessary care. If cost depends on a clinical plan, explain how to request accurate information instead of one price (cl. 8.1 x).
What should I ask before deciding on surgery?A doctor-reviewed guide can help patients prepare questions on the proposed procedure, options, risks, care and follow-up. It should not promise an outcome or replace a consultation, and it must not solicit patients through prohibited claims (cl. 5.1).

The NMC rules that matter most for orthopaedic surgeons and bone and joint clinics

The notice binds doctors and hospitals, and an agency does not remove that responsibility (cl. 4.4). These are the clauses we design around.

Allowed with care "Best" and "No. 1" claimsClause 8.1 ix bars comparative claims such as "best", "leading" and "No. 1" unless they are objectively verifiable by a transparent, independent method. A surgeon's own website or advertisement is not that method. Publish accurate qualifications and clear service descriptions instead of unsupported rankings.
Allowed with care Robotic and advanced technology claimsClause 3.2, Explanation II, allows factual information on equipment, without superiority, guaranteed accuracy or outcomes, or comparisons. Say which technology the practice uses, after clinical review. Do not claim that "robotic" or "advanced" surgery is automatically better for every patient (cl. 8.1 ix).
Not allowed Recovery timelines and outcome promisesClause 8.1 iii bars guaranteed cures and unverifiable success claims, and 8.1 vi bars unrealistic expectations. Do not promise faster recovery, guaranteed mobility or a fixed return-to-activity timeline. Explain the consultation process and send individual expectations and risks to the surgeon.
Not allowed Surgical results and patient storiesClauses 8.1 v and 6.2 bar promotional patient stories and before-and-after material, and consent alone does not make them acceptable. Do not post a patient walking again or a surgical result as proof. Use general procedure explainers and factual practice information instead.
Allowed Health education without solicitationClause 5.1 allows health education that does not promote the practice, solicit patients or earn from promotional marketing. A doctor-reviewed guide to preparing for a consultation or understanding a procedure is fine. Keep it educational, with no fear, guaranteed outcomes or superiority claims.
Your responsibility Responsibility for published claimsUnder clause 4.4, using an agency does not remove the responsibility of the doctor or institution for content it authorised. The surgeon should review clinical explanations, equipment descriptions, qualifications and outcome wording. Medmatis supports the process but cannot guarantee compliance.

What to publish, and what to leave out

Do

  • Explain procedures and options in factual language
  • Describe equipment without superiority claims
  • Keep surgeon credentials and clinic details accurate
  • Have clinical and outcome wording reviewed

Don't

  • Claim "best" or "No. 1" without verification
  • Promise faster recovery or guaranteed mobility
  • Use surgical results as promotional proof
  • Present robotic technology as automatically superior

How Medmatis works with orthopaedic surgeons and bone and joint clinics

01 Content Marketing We plan doctor-reviewed explainers on joint replacement, orthopaedic consultations and procedure preparation, avoiding guaranteed outcomes, superiority claims and patient stories used as proof. Explore Content Marketing 02 Doctor Video Marketing We structure educational videos where the surgeon explains procedures, technology and consultation questions, keeping them factual and avoiding promotional patient-result footage. Explore Doctor Video Marketing 03 AI Search & SEO We organise orthopaedic service pages around local searches and accurate practice information, with no fabricated reviews, unsupported rankings or claims that technology guarantees better results. Explore AI Search & SEO 04 Website Development We structure surgeon profiles, qualifications, registration details, procedure pages, clinic locations and appointment information so patients find clear facts before a consultation. Explore Website Development
What we won't do

We will not build orthopaedic campaigns around unsupported "best surgeon" claims, technology superiority, guaranteed recovery timelines or patient stories used as proof. We will not imply that robotic or advanced procedures are automatically better, use fear to push patients towards surgery or publish clinical claims without review. We never price our work per patient or per enquiry (cl. 8.1 vii, viii).

Read our guide to the rules and how we approach them.

Questions from orthopaedic surgeons and bone and joint clinics

Can an orthopaedic surgeon call themselves the best in Kolkata?

Only if it is objectively verifiable. Clause 8.1 ix bars comparative claims such as "best", "leading" and "No. 1" unless they rest on a transparent, independent method, and a surgeon's own website or advertising does not provide one. Have any proposed ranking or award claim reviewed before publication.

Can we promote robotic knee replacement on our website?

Factually, yes. Clause 3.2, Explanation II, allows factual equipment information without superiority, guaranteed outcomes or comparisons, while clause 8.1 ix addresses comparative claims. Explain the technology used and have the surgeon verify the description. Do not imply robotic surgery is automatically better or suitable for everyone.

Can we post a video of a patient walking after surgery?

Not as promotional proof. Clause 8.1 v bars promotional patient stories and before-and-after material, and clause 6.2 says consent does not make them acceptable. Use surgeon-led educational videos about procedures and consultation questions instead of presenting an individual outcome as evidence of effectiveness.

Can we publish recovery timelines after joint replacement?

Not as a guaranteed outcome. Clauses 8.1 iii and 8.1 vi bar guarantees, misleading claims and unrealistic expectations. A surgeon-reviewed page can discuss the consultation and recovery-planning process without promising a particular result or timeframe, and the responsible surgeon should check any clinical explanation.

Can orthopaedic surgeons publish educational videos?

Yes, as education rather than promotion. Clause 5.1 allows health education that does not promote the practice or solicit patients. A surgeon can explain procedures, consultation preparation and general orthopaedic topics, without fear, superiority claims or guaranteed outcomes, and should review the wording and purpose of each video.

Does the NMC notice apply to bone and joint clinics?

It addresses registered medical practitioners (cl. 3.7, 4.1) and medical institutions, including clinical establishments (cl. 3.4, 4.3). A surgeon is covered personally under clause 8.1, and a hospital or clinic is covered as an institution under clauses 8.3 and 9.1. Confirm the position for your own set-up.

Does Medmatis work with orthopaedic practices in Kolkata?

Yes. For orthopaedic surgeons and bone and joint clinics in Kolkata we plan doctor-reviewed content, educational video, AI search and SEO, and the website itself, all within the NMC's 2026 guidelines. The surgeon reviews and remains responsible for the final material, and we promise no rankings, patient numbers or recovery outcomes.

These answers explain a public notice in plain language and quote its clause numbers. They are not legal advice. Read the original NMC notice and take advice on your own situation. Last updated 23 October 2026.

Keep reading

Are before-and-after photos allowed under the NMC guidelines? Is SEO banned for doctors under the NMC's 2026 guidelines? What can doctors post on social media and WhatsApp under the NMC guidelines? Hospitals & Multi-Speciality Marketing Super-Speciality Hospital Marketing Solo Doctors Marketing

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