Alignment: Strategic Research & Marketing Insights for the Thriving Orthopaedist

Orthopaedists are facing increasing regulation, mandated expenditures, and lower reimbursements, while at the same time, few beyond your patients and staff acknowledge the full extent of value you provide to society both economically and socially.

Alignment 2.0 is about offering help–offering you data, research, and a career of insights on how to best promote and grow your practice in ways that will allow you to do more of the work you love and, over time, spend less money doing it. Understanding your challenges and the need to be consistently more efficient with your time and dollars, the content provided in Alignment 2.0 will position you and your practice as an honorable professional at its highest level versus a strategy of selling soda pop like so many practices.

Alignment 2.0 is about putting all the right pieces together in a manner that aligns what you want to achieve with what the market is looking for. This approach produces documented results and, over time, helps you establish a competitive advantage in your marketplace.



Bill Champion

As the founder and president of Venel, Bill Champion has been the visionary behind the nation's leader in orthopaedic communications since 1989. His extensive knowledge of the orthopaedic industry serves as a foundation for his company's strategic commitment to ongoing research in what influences growth in orthopaedic practices.

Bill is a highly respected leader in the orthopaedic industry. He speaks at regional and international associations, including the American Academy of Orthopaedic Surgeons (AAOS) and the American Alliance of Orthopaedic Executives (AAOE). In addition to his participation with the Practice Management Committee at the AAOS, he contributes to several industry publications, such as AAOS Now, Orthopedics Today, Orthopaedic Practice Management, and Orthopaedic Product News. Bill also supports orthopaedics and research as a committee member for the Orthopaedic Research and Education Foundation (OREF) and supports the Pro Urba Museum in Orbe, Switzerland, the world’s first orthopaedic institute, which was founded by Jean-André Venel.

Bill is an entrepreneur at heart and supports a number of orthopaedic and non-orthopaedic entrepreneurial initiatives. He is an advisory board member to the University of Nebraska Center for Entrepreneurship and co-founder of the Entrepreneurs’ Organization (EO) in the State of Nebraska.


Chassity Davis

Chassity Davis is a senior vice president at Venel and is an expert in the communication of orthopaedics. Chassity’s background includes both for-profit and nonprofit public and media relations, as well as strong expertise in interactive media, reputation management, social media, and website communications. Responsible for more than 100 research studies conducted annually at Venel, Chassity brings in-depth and unmatched knowledge and expertise in orthopaedic marketing.


Tony Edwards

Tony Edwards is a senior vice president at Venel and is a respected leader in the marketing and promotion of orthopaedic practices nationwide. Tony’s expertise combines strategy, execution, and experience, having worked directly with orthopaedic practices of all sizes in every region of the U.S. since 2003.

Tony is a frequent speaker at state, regional, and international associations, including the American Academy of Orthopaedic Surgeons (AAOS) and the American Alliance of Orthopaedic Executives (AAOE). He regularly contributes to industry publications, including AAOS Now.