How to get more bunion surgery patients

Bunion surgery is a procedure some patients pay for themselves and others ask their insurer about, and how it is described shapes who books and what they expect. Many callers mention a bump at the base of the big toe or pain in shoes. This guide is for owners, coordinators and front desk teams in podiatry and foot and ankle orthopedic practices: what MedlinePlus says about bunions and their removal, which claims to avoid, and how to turn requests into well-informed consultations. Here, the podiatrist or orthopedic surgeon examines the foot, and the surgeon and patient decide together on surgery and the procedure.

SearchAn adult looks for care near them.
Your pageWhat you treat, who sees them, one way to book.
Call or formThey call or send a request.
Front deskBooks the visit and never guesses a cause.
Clinical teamThe clinician decides the plan.

How a new patient request reaches your practice.

1. Know what bunion surgery is and is not

The MedlinePlus article on bunions says “A bunion forms when your big toe points outward toward your second toe.” The article on bunion removal says “Bunion removal is surgery to treat deformed bones of the big toe and foot.” The MedlinePlus foot disorders page calls bunions “hard, painful bumps on the big toe joint”.

Care usually starts without surgery. For a new bunion, the bunions article lists “Wear wide-toed shoes. This can often solve the problem and prevent you from needing more treatment.” and “Wear felt or foam pads on your foot to protect the bunion, or devices called spacers to separate the first and second toes.” The MedlinePlus toe disorders page says treatments “might include shoe inserts or special shoes, padding, taping, medicines, rest, and in severe cases, surgery.”

MedlinePlus says “Your health care provider may recommend this surgery if you have a bunion that has not gotten better with other treatments, such as shoes with a wider toe box.” It also says “A health care provider can very often diagnose a bunion by looking at it.” Only a podiatrist or physician diagnoses a bunion. The front desk does not say whether a caller has a bunion or needs surgery.

Do not present surgery or a named technique as the only answer or as a sure fix. The surgeon explains the options and decides on treatment with the patient.

Many visits involve a referral, often from a primary care doctor. Make the hand off from referring clinicians easy, and never offer or accept payment for referrals. See also patient referrals for medical practices, how to get more cataract surgery patients and how to get more TMJ disorder patients.

2. Keep claims in line with the risk information

MedlinePlus gives a balanced picture of surgery:

the bunion removal article lists risks of anesthesia and surgery in general;
it also lists risks of bunion surgery, including that the surgery may not correct the problem.

On results, MedlinePlus says “Surgery reduces the pain in many, but not all people with bunions. After surgery, you may not be able to wear tight or fashionable shoes.” It also says “This surgery does repair some of the deformity of your foot, but it will not give you a perfect-looking foot.” Do not promise pain relief, a kind of shoe, a look or any other outcome in ads or on the phone.

Procedure choice belongs in the exam room. MedlinePlus says “Please discuss with your surgeon which type can help you and why.” Do not push a named technique or add-ons; the surgeon explains the options after the exam, and the surgeon and patient decide together.

Write about patients with respect. Do not use fear copy about bunions getting worse or giving up activities, do not blame or shame people about how their feet look, their shoes, weight or age, and avoid shock images and deadline pressure. Do not use a named technique or scar size as an ad hook. Keep ad copy aimed at adults, and never target minors in ads or social campaigns. Do not build ad audiences from foot conditions, diabetes, arthritis, test results or other health information.

Be careful with children and teenagers. Most requests come from adults, but some calls will be from a parent. The bunions article says “Teenagers may have more trouble treating a bunion than adults.” Do not tell parents that a child has a bunion or that any treatment will fix it. For a minor, a parent or guardian books and consents, and the surgeon decides whether and when treatment makes sense. If you text or email about an appointment for a minor, use the parent’s or guardian’s contact details and consent; see texting patients and the TCPA.

Avoid “pain-free”, “back in heels”, “permanent fix”, “minimally invasive”, “laser bunion removal”, “risk-free”, “guaranteed results”, “insurance will cover it” and “FDA-approved”. Better: “the surgeon will examine your foot, explain the options, including shoes and pads, and help you decide whether and when surgery makes sense”.

3. Answer first-call questions honestly

How much does it cost? Give a clear starting price, say what it includes (consultation, x-rays, the surgery, anesthesia, follow-up visits) and that what the surgeon finds, which procedure the surgeon and patient choose and whether one or both feet are treated affect the total. Say whether the consultation and x-rays are priced separately.
Does insurance pay? Do not promise coverage. Coverage varies by plan, so the practice checks each patient’s plan.
Do I need bunion surgery? “We cannot tell that on the phone. The surgeon will ask about your foot, your shoes and daily activities, your health and medicines, examine your foot and talk with you about the options, including whether surgery makes sense.”
Will I be asleep? Do not promise a type of anesthesia; the surgeon explains the options.
Who does the work? Give the surgeon’s name and real credentials. Let callers check them with the state medical or podiatry board.

When a caller asks about insurance, staff take the plan details and say the practice will check; they never say the treatment will be covered.

Leave screening to the surgeon. Your intake form can ask the patient’s age, the reason for the visit, what has been tried (shoes, pads, inserts), any past foot surgery, the referring clinician, current medicines, allergies and health conditions; for a minor, the parent or guardian fills it in. MedlinePlus tells patients to tell the surgeon “What medicines you are taking, including medicines, supplements, or herbs you bought without a prescription”. Never tell a caller to stop a medicine by a certain date, and never suggest a medicine or pain reliever. Medicine changes before surgery are for the surgeon to explain. The front desk does not judge how urgent a call is. Pass any report of signs of infection after surgery, severe pain, or a cold or numb foot to the clinical team promptly. If a caller reports severe pain or a cold or numb foot during the call, also tell the caller to seek emergency care. The surgeon decides whether someone is a candidate and which treatment is suitable. Front desk staff only collect the answers. Use the new patient phone script for the rest of the call, and book the consultation, not the treatment, while the caller is on the line.

The MedlinePlus bunions article says “Contact your provider if the bunion:” and lists “Continues to cause pain, even after self-care such as wearing wide-toed shoes”, “Prevents you from doing your usual activities”, “Has any signs of infection (such as redness or swelling), especially if you have diabetes”, “Worsening pain that is not relieved by rest”, “Prevents you from finding a shoe that fits” and “Causes stiffness and loss of movement in your big toe”. Relay these.

4. Plan the consultation, surgery day and recovery

MedlinePlus says “A foot x-ray can show an abnormal angle between the big toe and the foot.” Tell callers that the choice of care comes after the exam.

Make second opinions easy, and give patients time to try shoes and pads first.

For surgery day and recovery, ask your surgeons for written notes on preparing for surgery, a ride home, walking aids, warning signs and follow-up visits. MedlinePlus says “Ask your surgeon if you need to arrange to have someone drive you home after your surgery.” and “Your surgeon will tell you how to take care of yourself after surgery.” The discharge article says “Check with your surgeon before putting weight on your foot.” It also says “Contact your surgeon if:” and lists “Your dressing becomes loose, comes off, or gets wet”, “You have a fever or chills”, “Your foot around the incision is warm or red”, “Your incision is bleeding or you have drainage from the wound”, “Your pain does not go away after you take pain medicine” and “You have swelling, pain, and redness in your calf muscle”. Share them with callers and parents early. Aftercare depends on the treatment; the surgeon gives exact instructions and sets the follow-up schedule.

5. Price, finance and follow up

Self-pay patients may be entitled to a good faith estimate; see the good faith estimate guide.
If you advertise a discount, follow advertising prices and specials. Avoid deadline pressure on a treatment decision.
If you offer financing, follow the patient financing guide.
Before-and-after photos need written authorization and honest comparisons; see before-and-after photos. FTC guides treat a patient’s result as typical unless you disclose what patients can generally expect.
Follow up after the consultation without pressure; see consultation to treatment. Track bunion surgery requests and referrals separately, from request to consultation to treatment, and keep the notes the surgeon needs for follow-up visits.

Where MediLeadGen fits

MediLeadGen sends practices requests from people interested in cash-pay elective treatments. Each request goes to one practice only, with the person’s consent naming that practice, at a fixed price per delivered request.

See how it works for practices

Questions practices ask

How do we get more bunion surgery patients?

Answer requests quickly, give clear prices and what they include, introduce the surgeon by real credentials, keep claims in line with the risk information, make referrals and second opinions easy, and book a consultation where the surgeon can ask about symptoms, shoes and daily activities, examine the foot and explain the options.

Can we promise callers no more pain or a return to any shoes they like?

No. MedlinePlus says surgery reduces the pain in many but not all people with bunions, and that after surgery a person may not be able to wear tight or fashionable shoes. Staff collect intake answers only, and the surgeon and patient decide on surgery and the procedure after the exam.

What should the front desk do when a caller reports signs of infection or a cold or numb foot after surgery?

Collect the intake answers and pass any report of signs of infection after surgery, severe pain, or a cold or numb foot to the clinical team promptly, and tell a caller with severe pain or a cold or numb foot to seek emergency care. The front desk does not judge how urgent a call is or suggest a treatment or medicine; the surgeon decides.

Does insurance cover bunion surgery?

Coverage varies by plan. Check each patient’s plan, and do not promise coverage in ads or on the phone.

General information for practice teams, not legal or clinical advice. Check device labeling, FDA requirements, state rules and your advertising with counsel and your clinicians. Last reviewed October 2026.

More resources

All resources for practices

How to get more bunion surgery patients: a plan for practices