Podiatry Marketing: Recent Episodes

Tyson E. Franklin and Jim McDannald, DPM

Conversations on building a successful podiatry practice with Tyson E. Franklin and Jim McDannald, DPM.

Podiatry Marketing Live Tickets Now On Sale - Only 30 Seats Available

Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin delve into the power and significance of authenticity in the world of podiatry marketing. Discover the dangers of wearing a facade and the inevitable judgment that comes when you’re in the public eye.

Inside This Episode:

The Mirror Test

What does it feel like when someone who's consumed your content meets you in person? Are you living up to your marketed persona?
The ideal: Being the exact same person on stage, in books, podcasts, and in a one-on-one chat.

Congruency in Business:

Emphasizing the importance of consistency across all business touchpoints.
- Team behavior matching the vibe of your marketing.
- Answering calls in a manner that fits the ethos of your brand.
- Patient greetings that are true to your marketed persona.

The Dangers of Dissonance:

The pitfalls of pretending and the temporary nature of success built on inauthenticity.
The inevitability of a facade crumbling.

Authenticity is Key

The value of being yourself and the dangers of trying to be someone you’re not.
The concept of "finding your tribe" - if not everyone resonates with your genuine self, find those who do.

Genuine ≠ Perfect

The importance of understanding that authenticity doesn't equate to flawlessness.
Embracing and showcasing imperfections as part of the genuine package.

Own Your Style

The value of personal preference
- Whether you lean casual in attire and communication or prefer the polished look of a suit and the formality of a tie - there’s a place for everyone.
The energy and effort saved when you stop pretending and start living authentically.

For more insights, strategies, and all things podiatry marketing, continue to tune into the Podiatry Marketing podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

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Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin
delve into an unconventional yet rich reservoir of inspiration: the world of whisky. The idea? To draw insights from successful businesses outside the podiatry sphere, particularly the exceptional branding genius of Ned Australian Whisky. Their Sounds of Origin and the Sounds of Bathurst limited edition bottles are not just about the spirit inside, but a symphony of branding, storytelling, and unique selling propositions. And guess what? They fetch a premium for it.

Delving Deeper into the Episode:

Drawing Inspiration from the Unexpected:
- We begin by exploring the essence of Ned Australian Whisky's success. What makes them stand out? And more importantly, what can we, as podiatrists, learn from them?
Repackaging the Mundane:
- Ned took the familiar and transformed it into something unique. Can your podiatry practice do the same? Dive into strategies that can help differentiate your services, making them uniquely yours.
Innovate and Differentiate:
- How can you pivot, tweak, or revolutionize standard practices or offerings to resonate better with your target audience? It's not always about reinventing the wheel but adding your signature spin to it.
Whisky, Ideas, and Team Synergy:
- Pull out a bottle of Ned's finest and gather your team. It's time for a brainstorming session! As you savor the spirit, let the ideas flow. Share, ideate, and see the magic that unfolds when creativity is paired with a touch of inspiration.

The core takeaway? Even a podiatry clinic can learn a thing or two from a bottle of whisky. It's about vision, uniqueness, and the drive to offer something more than the ordinary.

If you're thirsty for more knowledge (or perhaps just a dram of good whisky) and hungry for ways to set your practice apart, this episode is just the ticket. And as always, for more episodes packed with marketing wisdom and inspiration, tune into the Podiatry Marketing podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

Podiatry Marketing Live Tickets Now On Sale - Only 30 Seats Available

Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin shed light on a pivotal yet often overlooked aspect of podiatry: the art of marketing your practice with an eye on future succession or sale. This episode isn't just about the endgame. It's about ensuring that senior podiatrists position their practice in a way that appeals to the next generation of associates or potential buyers.

Deep Dive into the Episode:

Introduction: Setting the Stage
- We introduce the gravity of marketing for senior podiatrists contemplating the future of their practice. It's not just about making a sale; it's about the legacy and continuity of care.
Understanding the Market Dynamics
- Dive into the present market landscape of podiatry practices and the necessity of making your practice attractive to younger associates or discerning buyers. Why? Because your clinic's legacy is worth it.
Marketing for Practice Attractiveness
- Marketing isn't just about attracting patients. In the context of succession or sale, it's about enhancing the intrinsic value of your practice. Discover the critical elements of a marketing plan tailored for this unique objective.
Online Presence and Its Significance
- The digital age isn't coming; it's here. Understand the paramount importance of a compelling online presence. Plus, gain actionable tips on how to craft a website that informs, impresses, and engages.
Networking for Succession or Sale
- It's not what you know, but who you know. Explore the power of professional networks in ushering potential associates or buyers. We'll also delve into leveraging platforms like LinkedIn to amplify your outreach.

If you're a senior podiatrist pondering the future of your practice, this episode is a goldmine of insights, strategies, and guidance. You've built a legacy; now ensure it thrives in the right hands.

For further episodes and invaluable resources to navigate the world of podiatry marketing, be sure to tune into the Podiatry Marketing podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

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Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin dissect the Four P's of Marketing - a fundamental framework that has shaped marketing strategies for over six decades. Coined by E. Jerome McCarthy in his 1960 book, "Basic Marketing, A Managerial Approach," the Four P's - Product (& Service), Price, Place (or Location), and Promotion - have been utilized individually or in tandem to drive a business's marketing objectives.

Understanding the Four P's

Product (and Service)
- The very essence of what you're offering. Is your service portfolio broad or specialized? Dive deep into the importance of refining what you offer.
Price
- Being the priciest or the cheapest, both come with their sets of challenges. We emphasize the significance of pricing strategies that not only cover costs but also bring profit. Because being the cheapest? It's a race you don't want to win.
Place (or Location)
- Are you a street-front clinic, tucked away in a mall, or perched on a second floor? We delve into how your location can impact foot traffic, visibility, and overall business. Are you easily spotted? Let's find out.
Promotion (Your Marketing)
- From your online presence - website, social media, etc. - to offline efforts, learn the tricks and trades of reaching out to your audience effectively.

The BIG QUESTION of the Day:

Where are your ideal patients searching for the podiatry services you provide? And, when they find you, will they see the value in the price you've set?

This episode is more than just a theoretical breakdown; it's a toolkit, a guide, a roadmap to understanding, and most importantly, implementing the Four P's in your podiatry clinic's marketing strategy.

For more actionable insights and resources to elevate your practice's growth, continue tuning in to the Podiatry Marketing podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

Podiatry Marketing Live Tickets Now On Sale - Only 30 Seats Available

Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin delve into the art and science of creating impactful patient video testimonials for your podiatry clinic. The power of a well-made testimonial video is undeniable. It's not merely about recording a patient's feedback; it's about narrating a compelling story of transformation and trust. Whether you're new to the game or looking to refine your approach, this episode provides a step-by-step guide to ensure your videos are engaging, informative, and, most importantly, authentic.

Why Create Patient Testimonial Videos?

In today's digital age, where consumers heavily rely on reviews and personal experiences, testimonial videos can be a game-changer for your clinic. They not only foster trust among potential patients but also humanize your brand, showcasing real-life success stories and the impact of your services.

Steps to Crafting the Perfect Testimonial Video:

Identify Your Objectives: Start by pinpointing what you want to achieve. Is it brand awareness, showcasing specific treatments, or highlighting overall patient satisfaction?
Choose the Right Patients: Not all patients may be comfortable on camera. Find those who are passionate about their positive experiences and are eager to share.
Prepare Questions and Prompts: A natural conversation flows better than a scripted one. Prepare a list of open-ended questions that can help guide the conversation and highlight key points.
Plan the Shoot: Choose a comfortable setting, possibly the clinic itself or a serene outdoor spot. Ensure good lighting and minimal background noise.
Record the Testimonials: Remember to make your patients feel at ease. Use high-quality recording equipment and make sure to capture genuine emotions.
Edit the Videos: Trim unnecessary content, add captions, and maybe some light background music. Ensure the final video conveys the desired message and retains authenticity.
Share and Promote: Distribute the testimonial videos across various platforms such as your website, social media channels, and email campaigns.

To learn more about growing your practice and accessing additional resources, check out more episodes of the Podiatry Marketing podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

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Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin delve into the importance of innovation and differentiation in the field of podiatry. They challenge you to ask yourself: Are you merely imitating what's already out there, or are you bringing something unique to the table?

This lively discussion encompasses several key aspects of establishing a distinctive podiatry practice, such as:

Identifying and understanding your competitors: Who are the other podiatrists in your area, and what services do they provide? Are they all delivering the same offerings in the same manner?
Defining your difference: What sets your business apart? What special skills or equipment do you possess that your competitors do not?
Recognizing the importance of differentiation: If you can't differentiate your business from the rest, how will your patients, doctors, and physiotherapists do so? It's essential to present your practice as a unique entity in the crowded podiatry landscape.
Looking beyond the same old: Many clinics advertise in the same way, promoting general foot care, wart treatment, orthotics, ingrown toenail remedies, and diabetic foot care. While these are all vital services, how can you present them differently to avoid being just another 'boring' clinic?

As Einstein said, "You have to learn the rules of the game. And then, you have to play better than anyone else." So tune in and learn how to play the podiatry game differently, creatively, and effectively!

Don't miss this episode! Tune in for some innovative strategies to differentiate your practice from the competition, ensuring that you provide superior patient care while standing out in your marketplace.

To learn more about growing your practice and accessing additional resources, check out more episodes of the Podiatry Marketing podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

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Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin dive deep into the essential components of starting a private practice and the crucial things every podiatrist should know before embarking on this journey.

Here's a quick rundown of what we discuss:

1. Business and Financial Planning:
You didn't become a podiatrist to run a business, but private practice demands it. We break down the importance of having a robust business plan, understanding basic finance principles, securing the right insurance, and planning for growth.

2. Legal and Regulatory Requirements:
Keeping up with legal and regulatory changes can be daunting. In this segment, we address crucial legal aspects like credentialing, licensing, health laws, and malpractice insurance.

3. Practice Management:
Effective practice management is critical for success. We discuss hiring the right staff, implementing efficient processes, patient scheduling, and maintaining top-notch patient care.

4. Networking and Referral Relationships:
Referrals are a lifeline for private practice. We discuss the importance of networking with other healthcare professionals, nurturing referral relationships, and establishing your practice within the medical community.

5. Marketing and Patient Acquisition:
Last but certainly not least, we delve into the art of marketing your practice and attracting new patients. From creating a website to leveraging social media, local SEO, and patient testimonials, we explore various marketing strategies that work for private practice.

This episode is packed with valuable insights, so whether you're thinking about starting your private practice or you're already running one and looking to improve, this episode is a must-listen.

If you find this episode useful, please share it with your colleagues or leave us a review on your favorite podcast app. Your feedback helps us continue to bring you the most relevant and impactful content.

To learn more about growing your practice and accessing additional resources, check out more episodes of the Podiatry Marketing podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

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Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin build upon the lessons from Episode 70 - "Developing Micro-Pillars," to delve deeper into the indispensable tactic of 'Self Reflective Marketing.'

We discuss:

Post-Activity Analysis: Each marketing action you take, whether a talk, expo, online ads or otherwise, requires a thorough review. Ask yourself:
What worked?
What didn't?
If you were to do it again, what changes would you make?

The answers to these questions form the crux of effective self-reflective marketing.

More of What Works, Less of What Doesn’t: This might sound like common sense, but it's a profound principle often ignored. We walk you through the process of identifying the successful elements of your marketing and emphasizing them while simultaneously isolating and eliminating the less effective methods.

While this episode continues the conversations started in "Developing Micro-Pillars," it also lays the groundwork for Episode 72: "Finding Black Caviar - Testing & Measuring." The marketing landscape is perpetually shifting, and what drives results today may fall flat tomorrow.

Adaptability is key, and our upcoming episode will explore this concept more deeply.

Join us in Episode 82: "Self Reflective Marketing," where we share insights to enhance the effectiveness and efficiency of your marketing strategies. We believe that the better your marketing, the healthier your practice.

To learn more about growing your practice and accessing additional resources, check out more episodes of the Podiatry Marketing podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

Podiatry Marketing Live Tickets Now On Sale - Only 30 Seats Available

Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin delve into a key topic that podiatrists and clinic owners often wrestle with: search vs. display advertising.

The Difference Between Search and Display AdvertisingTo kick things off, we provide a clear understanding of the difference between search and display advertising. We highlight how each can have a powerful impact on the visibility and success of your podiatry clinic, and how to discern which one is right for you.

When a Podiatry Clinic Should Use Search AdvertisingWe take a deep dive into the world of search advertising, illustrating its unique advantages for podiatry clinics. We talk about intent-based targeting, discussing how you can reach potential patients who are already actively searching for your services. Additionally, we cover why search advertising generally tends to yield higher conversion rates and the impact of local relevance in search queries.

The Limitations of Search AdvertisingHowever, search advertising isn't always the best solution for every situation. We'll discuss some scenarios where the use of search advertising may be limited.

When a Podiatry Clinic Should Use Display AdvertisingWe then switch gears to explore the potential of display advertising for your podiatry clinic. Display advertising is a fantastic tool for brand awareness, allowing you to keep your clinic top of mind for potential patients. We explain how it can effectively target specific demographics and how you can use it for remarketing to reach people who have already interacted with your business.

Case Studies and ExamplesTo wrap things up, we'll share real-life case studies and examples of podiatry clinics that have successfully utilized both search and display advertising. These practical examples should give you a clear idea of how to implement these strategies in your own practice.

To learn more about growing your practice and accessing additional resources, check out more episodes of the Podiatry Marketing podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

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Welcome to this episode of the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin
explore the significance of celebrating milestones and implementing traditions in a podiatry practice. They provide insight into how these practices can improve office culture, encourage team building, and even enhance marketing efforts.

Key Topics:

Celebrating Milestones

External Milestones:
Celebrating years in practice: Our hosts discuss the importance of recognizing the longevity and success of the business.
Welcoming new team members: Acknowledging the growth of your team and the unique skills new members bring to the practice.
Opening new locations: Highlighting the expansion of your business and how it allows you to better serve the community.
Internal Milestones:
Staff turnover rates: Recognizing improvements in employee retention.
Patient numbers: Celebrating increases in patient numbers, showing growth and trust in your practice.
Orthotic numbers: Commemorating the number of custom orthotics prescribed, indicating the delivery of effective solutions to patients.
Decreased no-shows and cancellations: Saluting improvements in patient reliability and engagement.

Implementing Traditions

Celebrations:
Celebrating team and business birthdays: Creating a sense of community and showing appreciation for your team.
Hosting an annual Christmas Ham and Egg breakfast: An end-of-year get together to build camaraderie and have a little festive fun.New
Team Member dinners:
Acknowledging new additions to the team and welcoming them into your practice's culture.
Sporting events:
Engaging in local sporting events like the Ironman triathlon to promote team building and community involvement.

Our hosts also discuss how these celebrations and traditions can be leveraged in your newsletters and other forms of communication with referrers and the community. They provide practical advice on using these moments to share your practice's story, deepen relationships, and connect with your audience.

To learn more about growing your practice and accessing additional resources, check out more episodes of the Podiatry Marketing podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

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Welcome to this episode of the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin reflect on the year so far and conduct a mid-year check-in to assess your progress toward clinical and marketing objectives. We're going deep into the importance of both qualitative and quantitative metrics, sharing strategies on how to track your progress, and offering tips to maintain, adjust, or even overhaul your current strategies if needed.

Introduction: Welcoming remarks and overview of the podcast's purpose and what listeners can expect from this episode's topic, the mid-year check-in.
Importance of a Mid-Year Check-Up: An in-depth discussion on the significance of a mid-year review in the podiatry field. Highlighting the implications for your practice, patient satisfaction, and overall marketing strategy.
Reviewing Clinical Objectives:
- Qualitative: We dive into methods for evaluating qualitative measures such as patient satisfaction, overall patient experience, and the effectiveness of new treatments or protocols.
- Quantitative: We'll talk about how to measure progress using hard data, such as the number of new patients, patient recovery rates, and frequency of specific procedures.
Assessing Marketing Objectives:
- Qualitative: Discussing qualitative measures like brand perception, patient testimonials, and the response to marketing campaigns.
- Quantitative: Analysis of quantitative measures including website traffic, conversion rates, social media engagement, and return on investment (ROI) for marketing initiatives.
Making Sense of the Data: How to analyze and interpret your results so far, from setting up data tracking systems to understanding what your data is telling you.
Adjusting Your Goals: Advice on what to do if you're not meeting your goals: when to pivot, when to persevere, and how to make smart adjustments to your strategies.
Planning for the Next Half of the Year: Tips for making the most of the rest of the year, using the information and insights gained from your mid-year check-in.

To learn more about growing your practice and accessing additional resources, check out more episodes of the Podiatry Marketing podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

Podiatry Marketing Live Tickets Now On Sale - Only 30 Seats Available

Welcome to another episode of the Podiatry Marketing Podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin we're diving into the art of creating an appealing facade for your podiatry clinic. Whether your clinic is in its own building or located within a shopping center or mall, your street appeal is crucial in attracting potential patients.

1. Assess Your Clinic's Exterior
We start by discussing the importance of taking a moment to stand outside your clinic and critically look at what others see. We discuss the value of viewing your business from different angles, considering factors like:

The age and condition of your signage
The state of your windows and glass frontage
The cleanliness and accessibility of your entrance, footpath, and surrounding bins

2. Look Beyond the Entrance
But the appeal doesn't stop at the door. We discuss how even the interior of your clinic - including carpets, seating, and reception - can affect the perception of potential patients who are just passing by.

3. The Law of Attraction
This principle holds that 'like attracts like.' Thus, we discuss the importance of removing any elements that could be repelling potential patients.

4. Car Parking
We also delve into the topic of car parking and its impact on the appeal of your business. We discuss the elements within your control and offer tips for managing those aspects that aren't.

5. Competitor Evaluation
Finally, we talk about the value of conducting a street appeal evaluation of your competitors. We stress the need to put ego aside and critically ask yourself, as a potential patient, where you would choose to go.

Throughout the episode, we'll provide practical tips and action steps to help you improve your clinic's curb/street appeal. Tune in for a deep dive into an often-overlooked aspect of marketing in the field of podiatry.

To learn more about growing your practice and accessing additional resources, check out more episodes of the Podiatry Marketing Podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

Podiatry Marketing Live Tickets Now On Sale - Only 30 Seats Available

Welcome to another episode of the Podiatry Marketing Podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin we focus on the crucial aspect of selecting the right marketing provider for your podiatry practice. We discuss how to ensure a good fit, the importance of local exclusivity, ownership of website content, the significance of consistent marketing efforts, and the ideal cadence for communication and reporting.

Episode Highlights:

Ensuring a Good Fit: Explore the importance of provider trials, avoiding long contracts, and the significance of understanding your marketing provider's approach.

Local Exclusivity: We discuss the controversial stance of PatientPop on local exclusivity and why this is a critical factor for your clinic's marketing success.

Ownership of Website Content: A vital aspect often overlooked is who owns the content on your website. We shed light on why this is crucial and what to look out for in your provider contract.

Consistency in Marketing Efforts: Discover why it's essential to have a marketing provider who doesn't just "build it and leave" but is consistent in their efforts to grow your clinic's online presence.

Communication and Reporting Cadence: Finally, we delve into the ideal frequency of communication and reporting between you and your marketing provider.

Don't miss this episode packed with actionable insights to help you select the most effective marketing provider for your podiatry clinic!

To learn more about growing your practice and accessing additional resources, check out more episodes of the Podiatry Marketing Podcast at https://podiatry.marketing.

Get Your Ticket For Podiatry Marketing Live - October 21, 2023 in Chicago

If every podiatrist makes orthotics, setting yourself apart and showing patients why they should choose yours is important. During this week's show, we explore the following questions that you can reflect upon:

What makes your orthotic different?
Do you use different materials?
Do you use an exclusive laboratory?
Do you provide a faster service/turnaround time?
Are you cheaper or provide more value for less? Sounds like a small difference, but it's not.
Do you have an orthotic specialty (pediatrics orthotics or sports orthotics)
Do you have a particular skill set that translates into a better service?
- You cannot eat status
- Reputation alone is no longer enough.
Why you need a good marketing strategy (not just tactics)
- Proarch Foot Support Story (We don't make orthotics)
- Storytelling
- How will you share this story?

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Learn more about the Podiatry Business Reboot - Starting February 8th, 2023

You don't need to start a podcast to reap some of the benefits they can provide.

By guesting on the podcasts of others locally, nationally, or internationally, you can bring awareness to the foot and ankle care you provide. In this episode, we discuss:

How to become a guest worth having & how to get invited
Simple tips to improve the audio quality without the need to buy expensive equipment
Building social proof and a trusted network
The SEO and website traffic benefits
Local visibility for the high level of foot and ankle care you provide
The best ways to promote your appearance to benefit the host and your clinic.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Learn more about the Podiatry Business Reboot - Starting February 8th, 2023

Canva is a low-cost graphic design platform that allows you to create your own creative and visual designs easily. .

The app includes numerous free templates, which can be used to create:

social media posts (FB, IG, LinkedIn, TikTok)
presentations (Zoom Backgrounds)
Videos (YouTube and Facebook)
Invitations and posters
Infographics
Other visual content used in all forms of marketing (Business Cards, Flyers, Newsletters)
You can even upload your own photos and add them to Canva's templates.

Tyson uses Canva for all my Podcast Show Tiles, Webinar graphics, Download Milestones, and Youtube Thumbnails. Canva comes with an extensive photo gallery, which is okay, but if choose to upgrade to the PAID version, it is even better.

Benefits of the paid version:

Unlocks far more stock images, videos, and templates
Increased storage (1TB)
Background remover
Create dedicated folders for specific projects
Schedule social media content to 8 platforms
Most importantly, it allows you to introduce your own brand font, colors, and logos

Does Canva replace a professional Graphic Designer?

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

In this episode, we help you understand the specific reasons why budget marketing services don't generate ROI

Many clinics see marketing as a cost, not an investment in the future of their practice.

6 Things to Consider When Assessing Your Options

A lot of marketing providers don't know podiatry or spend the time necessary to learn the basics
Lack of local exclusivity. Most marketing agencies will take on multiple clinics in the same region. This causes a conflict of interest and lack of results.
A focus on low prices will lead you astray. Low-cost providers can't create a customized online presence that is indistinguishable from other podiatry clinics or spend the time to highlight the unique aspects of your practice.
Low-cost providers focus on volume & copy/paste model -> can be very lucrative; cold calling & emailing
Information asymmetry/Don't talk about the marketing threshold. You want someone who will have hard, honest conversations, aligns with your interests, is trustworthy, and sets up relationships for long-term success.
Understand the difference between Build and coast vs. Build and optimize. The former includes lack of follow-up, reporting & experimentation; relying on inertia and lock-in factors to avoid switching costs.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

If you're nervous in front of a camera, then maybe audiograms are the solution for you.

What is an Audiogram?
An audiogram is a video file that was created by combining a photo or graphic and an audio file (usually an MP3 or WAV file)

Because social platforms only give the option of sharing photos or videos as posts, audiograms allow creators to reformat audio files into shareable videos - Because you cannot direct;y upload an audio file.

How long is an audiogram?
It can be any length, but most will be less than 60 seconds if they are used on Social Media platforms.

Perfect for:

Promoting a person, product, service, or condition (give examples) without the fear of being in front of the camera.
Remember you can repurpose any audio (radio interviews, presentations - eg: Powell River)

Software:
1. Capture Audio: You can use any recording software.

Phone: I use Voice Recorder Pro (free)
Desktop: I use Adobe Audition, but you can use Audacity (free)
Edit or trim your AUDIO (same programs above)
Create your artwork using Canva.
You could use an unedited photo; however, you always want your logo/brand on everything.
Combine Audio and Graphics using Headliner or Clipscribe.

Audiograms can be used on:

Social Media Platforms
Your Website
Email Newsletters - basically anywhere you could currently use a video.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

A story was recently released that said that "40% of Gen Z prefers searching on TikTok or IG vs. Google"

Is it really true that people born between 1997-2012 may be making healthcare decisions based on short-form videos instead of Google results?

While I don't see TikTok as a channel for clinic growth, it is important to be aware of this platform and others as this generation matures and the tools they use mature with them. "The one constant is change...things happen slowly and then all of a sudden."
Warning: Don't Believe The Hype

Start with the basics: Brand/Logo; Website; Local SEO, and Google Search Ads
If you have enough time or budget, then you can experiment with organic content on Facebook...TikTok, Instagram

Know Your Ideal Patients

If you're only going after Gen Z, then maybe a little paid advertising on TikTok is worth testing. But also know that it's very like that most of the medical decision-making that affects this young generation is determined by their parents.

What's the Purpose of Using TikTok

It's very unlikely that this channel will generate patient appointments
So TikTok is primarily for influencer/affiliate marketing or selling goods/services to your fellow podiatrists

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

In Episode 33, we discussed having a Yearly Marketing Planner and the ways it can benefit your practice, including:

Having a roadmap for the next 12 months (Developing a Strategy)
How it gives your marketing a clear direction (Set in Sand)

This time we go in deeper into timeframes within your yearly planner so you understand why you need to think about:

Specific marketing topics (Fungal Nails, Heel Pain, etc)
Most Important: How long will you run teach promotion (4,6,8-weeks)
Consistency works - Eg: Golden Drop Winery
Don't change your message too often:
- Confusing
- Needs to run long enough to be noticed and for people to take action.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Every clinic is somewhere on the Marketing Spectrum and understands exactly how it's impacting its bottom line. Where are you and your practice?

“I don’t know where to start or what I need?”
“I know what I need and am ready to get started today.”
"I'm in the middle of those two."

Why do patients care about a clinic's website and marketing? It's because these channels provide:

An opportunity to get to know provider & staff -> determine “fit" before ever stepping foot in the clinic
Get a clearer understanding of the value and results delivered to others via reviews and testimonials
It's a glimpse of the quality of your care. If you have an old, outdated website, they will think (right or wrong) that the care you provide will be similar.

What a review of a clinic's online presence can provide for podiatrists:

Understanding of goals/objectives -> your website and online materials help focus your efforts
Understanding of previous marketing efforts/relationships/problems
Assessment of what's working and not working with the current online presence -> website, ads, socials
Local competitor analysis
Identify biggest opportunities -> implement solutions that provide the best bang for the buck

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

"A nose that can hear is worth two that can smell," is a phrase coined by negotiator Herb Cohen.

Being different—unusual, weird, memoriable—can be more effective than being qualified. Let us tell to you what we mean. When patients consider making an appointment at a clinic, they Google and search the website of potential clinics. Most clinics opt for a generic, "we do everything" approach. But there are a few that either show personality or only try to appeal to a certain patient demographic.

And that’s the thing. Most patients have never seen a targeted podiatry clinic website that speaks directly to them. Patients are used to looking at boring clinic website after boring clinic website. Then your unique and very relevant website pops up. It makes no sense. It’s different. It’s strange. It’s a nose that can hear!

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

The 7 common podiatry marketing mistakes we discuss include:

Not taking time for self-reflection. Also known as, trying to be everything to everyone.
Making your marketing about you and not the benefits you provide patients
Jumping in without a clear plan & accountability system
Going in too many directions - lack of focus & chasing bright shiny objects
Insufficient budget - unable to break the threshold
Lack of review and assessment to double down on what's working
Inconsistency

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

This follows well from a previous episode about podcast marketing. We dive into our recommendations for the best audio equipment and help narrow down what you need to know.

The first question to ask yourself is "What is your purpose for using audio?" How you answer the question will determine the type of equipment you'll need.

Solo recordings vs. Guest recordings (and interviews)
XLR and USB Microphones (Dynamic & Condensor) - we used the Shure MV7
Lapel microphone
Apple headphones
Other equipment
Editing & recording software
Recording apps on phone
Audio hosts - You can just upload an audio file to social media
Adding music - free music from YouTube
Marketing using Canva, ClipScribe, and Headliner.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Different there are many different ways to consider growing your podiatry practice via podcasts. Tyson Franking and Jim McDannald, DPM go over some unexpected ways this form of marketing can help your clinic gain visibility and stand out locally or within the profession.

Listen to learn more about:

Advertising with geo-location
Podcast Guesting
- Local
- Professional
- Outsource the outreach/opportunity search to appear on podcasts
Podcast Hosting & Producing
DIY
Outsource everything - production/editing

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Tyson Franklin & Jim McDannald, DPM walk you through the basics and best practices of headlines.

The purpose of a good headline is to quickly qualify a patient if a patient is a good fit for your business. Here’s a few of the topics discussed:

Where should you be using headlines? - Blogs, Social Media Posts, Subject lines in emails, Newsletters, Marketing & Advertising.
Numbers make your headline more catchy: 7 Ways to...
Use Engaging words: Reasons, Tips, Secrets, Hacks
Use Short Cut Words: Easy, Simple
Trigger Words: How, Why, What, When
Create Intrigue: Myths, Lies, Proven,
Use Emotion: Guarantee, Fun ways to..., Premium
Use Urgency & Relevancy: Today, Now, Fast

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Today, we chat about how Jim when from never really imagining that he'd ever want to speak in public to the stage. And how to find a topic and type of care you're passionate about is the first step to being seen as the go-to expert.

We'll also dive into all the potential audiences that would be more than happy to learn from you locally and worldwide.

Local

Patients
Related businesses
Other health care providers
Podiatry colleagues

Regional/National/International

Medical companies
Health care providers
Podiatry colleagues

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

In this week's show, we dive into the Three Levels of Marketing:

Meta Level
Strategic Level
Tactical Level

When you test a new marketing idea, it may or may not work, and that's okay. What's more important is how you react when the 1st attempt fails, etc. At which of the three levels did the failure of the idea occur? If you had a raging success, are there other opportunities when you can apply a similar approach?

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

There's no shortage of plug-ins and features that can be added to podiatry clinic websites. Chatbots are presented as an automated solution to answer patient questions, and schedule appointments, but is it really that easy?

This week Tyson and I discuss podiatry clinic website chatbots. Are these helpful ways to engage prospective patients or just another pop-up that people ignore? Is there a specific demographic of patients that want to interact with your clinic without a phone call or form fill? We'll touch on those topics and more this week.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

It might appear daunting at first glance, but creating a marketing roadmap for the next 12 months can benefit your practice and your patients.

It's about developing a strategy for the year and breaking it down into bite-size chunks
Gives you direction without too many specifics...set in sand instead of set in stone.
- You can add and remove ideas, etc. without any repercussions
There's seasonality for the profession, so it makes sense to break it down quarterly (seasons of the month)
Weeks and months are too short for gaining real traction and feedback on your efforts.
Different activities and weather conditions
At present, it's August, the last month of winter in Australia in the US, UK, and Canada it's....?

Some examples of themes or narratives to build your marketing off of include:

Monthly Focus on specific marketing pillars
Commencement of specific sports
Upcoming events throughout the year
Major Events (Olympics)
Interests you have (Running, Fungal Nails)
Back to School

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

The way you ask for patient information and the options you provide says a lot about your podiatry practice. Even before they step foot inside your clinic, the patient intake forms and the method you collect that information are opportunities to begin an excellent patient experience.

If the experience is bad, it reflects negatively on your clinic and makes your staff less productive and efficient with their time. Having a smooth, user-friendly patient intake process in place can help set your clinic apart from the rest and reflects positively both before and during the patient visit.

Today, Jim McDannald, DPM and Tyson Franklin discuss:

Part of the pre-clinic visit portion that sets expectations
Forms: Patient History, HIPAA document, Payment Policy
Why not to use a PDF or Word Doc download
Online Forms vs. Patient Portals
Flexibility and integration into website/socials
HIPAA compliance
Patient convenience

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

The world is now familiar with QR Codes, so why not use them in your marketing while they are hot.

But where should you use them?

On equipment in your practice - can lead to a written article on your website or a video of you using it.
Link to Google Reviews
Additional information in hardcopy newsletters as traditional links will not work.
On Your Business Cards...more info on your business, or it could link to a video about YOU.
Written Reports to Professional Referrers – further information about a specific condition or the equipment used.
Recalls & Reactivation Letters to Patients – could link to further info on your website on what’s involved or another video.
Add to orthotic treatment plans - link to how your orthotics are made (pretty cool)
Add QR codes to videos

Think about times when you would like your patient to know more about what you do but:

You have limited time
You have limited space (in a letter, brochure, etc)
Or it links to something you want them to do NEXT.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Getting a lot of cold calls or spam emails from "marketing service providers"? In this episode, we discuss how to gather the right information and ask questions that will help you find an honest, capable marketing partner.

What is their approach to working with new clinics? Do they offer an initial audit/strategy to get to know you? Or jump into trying to sell you right away on all the services and offerings without learning about you or your clinic.
We discuss and provide a list of important questions to ask when assessing potential marketing partners.
Do they provide references or the track record of the podiatry clinics they work with now and in the past?

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

There is no shortage of different ways to market and grow your podiatry clinic. Today, Jim McDannald, DPM, and Tyson Franklin discuss 3 marketing fundamentals and describe specific strategies associated with them to help your practice gain visibility and awareness for all the foot and ankle care you provide.

In this episode you'll learn about:

Paid Advertising
Partnerships
Content Marketing

By understanding these core concepts and putting them into practice, you'll be able to create and execute strategies that benefit your practice and patients.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Are you read to get started but aren’t sure who’s the right person to help you build our clinic’s online marketing? Today, we discuss the different options along with he pros/cons of getting started with each.

Topics/questions discussed in this episode include:

Do you have any desire to do it yourself?
Can you do it yourself and have the digital skills to be successful?
Is it best to outsource these services to a skilled expert, DIY, or delegate this responsibility to a staff member?
What are the pros/cons of: All-in-one vs. Multiple providers for your marketing
What are red flags when it comes to marketing providers?
Why a non-compete agreement is a must-have
What is the value of working with a provider who focuses only on podiatry?

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

People come to your website looking for information, but may not be ready to commit or to take the next step.
Therefore offer them more information:

Offer FREE BOOK
with an email nurture sequence
~ 25% success rate
Instructional videos
Other PDF documents & guides
Collect names for your database and newsletter.
Stay in touch with relevant helpful content until they are ready to make an appointment
If you're top of mind and have provided valuable information in the past, they will choose you.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Jim McDannald, DPM and Tyson Franklin provide an overview of the Facebook Ads platform and a tutorial to help you get started promoting your practice. Gaining visibility for all the services you provide in front of local patients is a very powerful method of generating patient visits.

In this episode you'll learn about:

The basics of Facebook Ads

Medical advertising rules
Targeting/Local/Setup
Video

How to set up specific campaigns and benefits of each:

General
Procedures/Diagnosis
Local patients

How how to understand the challenges to successful, revenue-generating campaigns:

FB is not targeted advertising
Attribution - Ad blocking

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

What are the benefits of online marketing for your podiatry clinic? Take a listen as Tyson and Jim share:

Why online marketing is more than just having a website (28% Don't)
How we used to think that all Marketing Pillars were equal but not anymore - Pillar 6 is king.
The reason why all other pillars feed off of Pillar 6
Why your clinic website is your mothership
Way of collecting emails via website
The importance of your blog
How to use video/audio on your website and social media for maximum impact

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

A lot of podiatry clinic owners look at their marketing budget as cost. With little understanding of the awareness generated or the return on investment it creates, it fees like a number that should be lower. But by understanding your current stage of practice and the value delivered by a solid marketing plan, you'll be in a better position to determine the right budget for you and your practice.

In this episode, we'll discuss the concepts of:

DIY vs. Delegate
Time vs. Money
Put some real numbers for monthly marketing budgets that make sense and drive awareness of the foot and ankle care you provide.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

So what's verbal marketing? It's any form of marketing that involves you opening your mouth and talking.

This includes networking with the intent of building long-term relationships. We're not talking about transactional, superficial relationships. You want to develop long-term, win-win partnerships. But how do you get started?

Here are a few ways that we'll discuss in today's episode:

Networking Events (Free & Paid)
Public Speaking Opportunities.
Local Tradeshows and Expos
Elevator Speech
Podcasting and Guest Podcasting

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Why Email Marketing the best ROI of any marketing channel

Internal vs External
You own this list, not Google or Facebook who will hold you hostage
Less than $200 per month for the software

Learn all the Do's/Don'ts

Do ask for permission
Don't spam
Do create something helpful and valuable content
Don't shill too much or hammer "Make Appointment Now" call to actions
Do use patient testimonials & social proof
Don't assume patients know the all care you provide

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

What's the difference between internal and external marketing?

Internal focused on your existing patients whereas external encompasses everything you do to attract new patients. From the time you leave your house until you get home, you should be aware that you're marketing your business.

Be aware of everything you do, say, and who you interact with.

Where to get started:

The importance of gaining awareness for your brand and clinic
Have work shirts. No one asks you foot questions when you wear your NIKE shirt

External Marketing can be EXPENSIVE, especially if you make mistakes.

Newspapers (position, readership, so many factors)
Magazines
Media Releases & Editorials
Television and Radio
Sponsorship
Beware of sharks

Remember

Your external marketing influences the other three marketing pillars.
Your referrers and current patients also see your external marketing so make sure it is always ON BRAND.

LinkedIn can be a great way to display your expertise and network with both podiatrist and non-podiatrist colleagues. Today, Jim and Tyson get into the details of LinkedIn of:

What is LinkedIn for?
What should you do on LinkedIn?
Paid vs. Organic
Ways to build your professional network
Display your expertise to others in your local area
Engage with a potential referral network
Don't sell or be too pushy; provide value

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Tyson Franklin and Jim McDannald, discuss ways you can make patients aware of all the great foot and ankle care you provide.

Some of the topics discussed include:

Patient info folders and brochures
We’re on Facebook
Patient Receipts
Newsletters
Email database
Reactivating patients

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Google and online reviews are an immediate and authentic way to build your practice. A high star rating and the number of positive reviews help separate your clinic from the others in your local area. In this episode, we discuss:

Why are online reviews important?
How to ask for an online review?
Which platform is best to start on?
When to switch platforms?
How to create a system of gathering reviews
Share some concrete examples of how to solicit reviews (in locations where it's allowed)

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Examples of Non-Professional Referrers who can have your business cards, clinic info brochures and help raise awareness of your practice include:

Shoe stores
Sport stores
Pharmacies
Gyms
Massage Therapists
Health food stores

Don't limit yourself to the obvious - think outside the box.
- Real Estate offices (new people moving to town)
- Hotel & Motels (be added to their directories)
- Legal and Financial businesses (Referrals and paid talks)
- Coffee Shops: Big Opportunity - 1) Sponsor Coffee, 2) Voucher for patients.

Treat them as well as your professional referrers
- Add them to your database
- Send them your newsletter
- Give them bottles of wine
- Invite them to lunch, dinners, info evenings

Important to note with shoe stores
- More than likely they already work with another podiatrist in the area, so don't immediately give them bundles of business cards, brochures etc. until you establish a bit more of a relationship.
- Don't be afraid to ask them, "who do you currently refer to"
- If they say no one, OFFER in-house training, etc.
- If they decline, more than likely to do work with a podiatrist already.

Most importantly, these relationships need to be reciprocal, not just one-way traffic. Focus on creating value for them as well and make it be win-win.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Facebook and Instagram are engaging channels and opportunities to gain awareness about the foot and ankle care you provide. In this episode we discuss best practices and how can you create a sustainable system with social media.

What is Facebook & for?
Staying consistent with style/branding
What type of content should you publish?
- Partnerships
- Highlight staff
- Community
Common mistakes

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

A few of the topics we discuss include

How to define a Professional Referrer?
Understand Professional Referrers' referring habits
Knowing that your professional referrers see the same marketing as your patients.
Maintaining the relationship is up to you.
The benefits of personal visits
And a whole lot of other valuable tips and ways of providing value to your professional network of referrers

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Search advertising is not a spray and pray method of gaining awareness for your clinic. By bidding on specific keywords that are valuable to your practice, you can generate more patient appointments and provide more of the care you love.

In this episode we discuss:

Why Google Search Ads are different than "regular advertising"?
What is search intent?
Why being relevant and helpful are superpowers
How to get Google Search Ads seen by patients who are ready to make an appointment
How you can control budget by limiting where Google Ad locations are shown and other factors
What's a reasonable monthly budget
How to determine which search keywords are most valuable

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

It takes a consistent effort to find out what works and then develop and deliver marketing that connects with your ideal patients. In this episode we discuss:

What we mean by Run, Rest & Repeat?
- Why it's important to realize that what works today may not work tomorrow.
- When the phone stops ringing, doesn't mean the marketing is no good, it just needs a rest
- Just like a racehorse
- In 1998 I developed a newspaper Ad... every time I ran it, it delivered results, but it still needed to be given a rest every now and then.
Be Creative then Boring
I'll stop using it when it stops working
- Radio Ad example
Testing & Measuring
- what metrics are you using to determine the success of an ad. If you're just counting how many times the phone rings you could be giving credit to the wrong marketing idea.
Only make one change at a time so you can see what made the difference.
"Marketing without data is like driving with your eyes closed"
Don't change your marketing when someone tells you it's boring.
Seasonality of your marketing

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Google wants to keep people in the Google ecosystem. By keeping them there, they can show them advertising and increase their companies revenue. So these days it's important to have a great Google Business Profile, formerly known as Google My Business.

In this episode, we'll discuss the most important areas to focus on when setting up and optimizing your profile:

Contact Info, Phone, Address Directions
Reviews
Services/Products
Scheduling Link
Reviews
Photos
Google Posts

And how to address some common questions and issues:

Duplicate listings
How many profiles for clinic and doctors
What to do if you have multiple locations

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

There are three types of surveys you can do with your patients.

Online - fast and cheap but not usually a great response rate. Typically need to include some form of incentive to complete it.
Hardcopy - takes more time and costs more to implement, but if you do it right, as I describe on the podcast, the percentage of returns will blow your mind.
Face-to-face - these are the most straightforward surveys to do, and they are also fast and cost you nothing, and you do it (ask the questions) while the patient is with you.

Example Patient Survey

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

The top 3 and the first page of Google results are extremely valuable for you and your clinic. How does this happen and what are some best practices to improve your rankings. Jim and Tyson discuss how to do this plus:

What does stand for SEO?
Why SEO is important?
What are the different types?
How can it be built to or added to a website
What tools can be used?

Resources:

SEO Basics for Podiatry Clinics - Podiatry Growth
The Definitive Guide To SEO In 2022 - Backlinko
GTMetrix - Site speed and SEO grader
MobileMoxie - Research, analyze, and understand exactly how you look online

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Complacency is:
• A feeling of certainty with one’s achievements…being a little smug.
• You’ve arrived and there’s no more work to be done.
• A feeling of security often unaware of potential dangers.

How does this relate to marketing?

Marketing is what got you to your current position, and if you stop marketing altogether or reduce your current level of marketing it because you think you’ve arrived, then that is a HUGE mistake.

A lot of businesses will plateau for a period of time when they become marketing complacent.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Here are some topics we'll discuss on today's show?

What can a great website do for your clinic?
What platforms should you consider building yours on?
What are the essential sections of your clinic's website?
Should you build a website yourself or have someone build it for you?
- Technology is always changing so setting and forgetting is not the best idea.
Use your homepage to build immediate trust.
Make sure contact details are clear and easy to find.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

Most podiatrists focus on general and vanilla marketing of all the things they could do. In order to resonate, prospective patients want to know what makes your care unique. Don't worry about missing out on other work...it will still come in.

Here are some ways of making your care center stage:

Clinic website
Diagnosis/Treatment webpages
Community talks - only talk about the subject you want to talk about. Why talk about general footcare if that is not an area of podiatry that excites you.
Face-to-face visits - because you have limited time you're best to stay in one area of podiatry so you don't sound like every other podiatrist.
Editorials - choose a topic about something you enjoy and want to see more of. Don't write on a subject or treatment that you have no interest in.
Media Releases - keep it very focused.
Paid advertising
It may even be reflected in your business name.

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing

In this week's podcast, we'll talk about:

Marketing FOMO
What's working now in 2022
Which online and offline channels should be explored first
Coming mistakes people make when getting started
How to avoid vanity metrics and methods that aren't creating real results in your clinic
What's a reasonable budget to get started

For more episodes of Podiatry Marketing, visit https://podiatry.marketing

In this week's podcast, we'll talk about:

What is the Content Matrix?
How do you use the Content Matrix?

The purpose of the Content Matrix is to keep you focused on what you enjoy most and to keep your attention on the platforms that will resonate most with your ideal patient.

To get started:
1. Map out what you're currently doing. What services or treatment are you currently marketing and where are you marketing them.
2. Is it working for you and giving you the results and patients you want? If it is, keep doing it. If it's not, put your time and effort into another form of marketing.
3. Keep emotion out of the equation, use KPI's and measure your results.

For more episodes of Podiatry Marketing, visit https://podiatry.marketing

In this episode we discuss:

How to determine the type of care you want to provide
- What was your initial motivation for getting started in podiatry
- What got you excited as you started to practice?
Understanding the size of the opportunity in your local area
Assessing the financial reality of the work you enjoy doing
Developing an action plan to differentiate yourself
How to expand your expertise & the area you draw patients from a larger area
Why it's less about competition and more about awareness & cooperation?
Developing Win-Win relationships with other providers
You don't have to go all-in, you go as deep as you want to.

This is where all marketing begins
Money is wasted when you don't know your ideal patient.
What are the benefits of getting this right?
Be targeted instead of spreading yourself too thin.
Ideal patient and niching are different.
Questions to ask to work out your ideal patient
A & B patients are the future of your practice, whereas your C & D patients represent your past. You need to let go of the past.
When you market to your ideal patient they've got to see themselves, especially on your website.

Why advertising isn't the same marketing?
Marketing is advertising, selling, and delivering products/services.
From the time you wake up to the time you go to sleep, you're marketing your business, it's not just 9 to 5.
3 Types of Marketing - 1. Paid, 2. Partnerships and 3. Content
3 Levels of Marketing - Meta, Strategic, Tactical
5 Common Marketing Myths

Who are Jim and Tyson? Jim McDannald, DPM, Podiatry Growth & Tyson E. Franklin, Podiatry Business Coach
Why did we start this podcast?
What is our show format?
Benefits to the podiatrists and office managers who listen
- Immediate takeaways they can apply to their podiatry clinics.
- Weekly inspiration to do more than you normally to promote the foot & ankle care you provide