Podiatry Marketing – Details, episodes & analysis

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/report

In this episode of Podiatry Marketing, hosts Jim McDannald, DPM, and Tyson Franklin discuss why discounting is not a good marketing strategy for podiatry practices. They delve into the negative implications of discounting, including attracting the wrong patients, setting unrealistic expectations, and diminishing the perceived value of services. 

Tyson also shares personal anecdotes and experiences, emphasizing the long-term consequences of consistent discounting on both the clinic's financial health and the quality of services provided. Tune in to learn why maintaining full pricing is crucial to a sustainable, profitable practice.

✉️ CONTACT

jim@podiatrygrowth.com

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/report

💻 Podiatry clinic website & digital marketing services: https://podiatrygrowth.com/schedule-more-patients/

🤝 Podiatry business coaching: https://www.tysonfranklin.com/Coaching

In this week's episode of Podiatry Marketing, Tyson Franklin and Jim McDannald, DPM, discuss the crucial role of building a network and participating in professional associations for podiatrists. The conversation emphasizes the value of having a community of like-minded professionals and the benefits it brings, including mentorship, career opportunities, emotional support, and staying updated with the latest practices. 

Both hosts share their personal experiences and insights on how engaging with peers at conferences and events can energize and inspire podiatrists, helping them avoid professional isolation and burnout.

✉️ CONTACT

jim@podiatrygrowth.com

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/report

In this lively episode of Podiatry Marketing, hosts Jim McDannald, DPM, and Tyson Franklin discuss the importance of focusing on podiatry services you enjoy and do well. Tyson shares his disdain for home visits and nursing homes, humorously recounting anecdotes that led him to stop offering these services in his practice. 

They emphasize the value of being honest with employers about your preferences and not marketing services you dislike. They also reflect on the importance of niching down in podiatry for a more fulfilling and successful career.

✉️ CONTACT

jim@podiatrygrowth.com

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/report

You don't need to start a podcast to reap some of the benefits it 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 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 

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/report

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 you 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 

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/report

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

1. A lot of marketing providers don't know podiatry or spend the time necessary to learn the basics
2. Lack of local exclusivity. Most marketing agencies will take on multiple clinics in the same region. This creates a conflict of interest and leads to a lack of results.
3. 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.
4. Low-cost providers focus on volume & copy/paste model -> can be very lucrative; cold calling & emailing
5. 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.
6. Understand the difference between Build and coast vs. Build and optimize. The former includes a 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 

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/report

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 when 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)

2. Edit or trim your AUDIO (same programs above)

3. Create your artwork using Canva. 

• You could use an unedited photo; however, you always want your logo/brand on everything. 

4. 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 

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/report

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 and 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 likely 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 

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/report

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 does it give your marketing a clear direction (Set in Sand)

This time, we go 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 the teacher 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 

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/report

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:

1. An opportunity to get to know the provider & staff -> determine “fit" before ever stepping foot in the clinic
2. Get a clearer understanding of the value and results delivered to others via reviews and testimonials
3. 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:

1. Understanding of goals/objectives -> your website and online materials help focus your efforts
2. Understanding of previous marketing efforts/relationships/problems
3. Assessment of what's working and not working with the current online presence -> website, ads, socials
4. Local competitor analysis 
5. Identify the 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