📊 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 

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

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

Being different—unusual, weird, memorable—can be more effective than being qualified. Let us tell 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 websites after boring clinic websites. 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 

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

The 7 common podiatry marketing mistakes we discuss include:

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

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

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. 

1. Solo recordings vs. Guest recordings (and interviews)

• XLR and USB Microphones (Dynamic & Condenser) - we used the Shure MV7
• Lapel microphone
• Apple headphones

2. Other equipment

• Editing & recording software
• Recording apps on a 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 

📊 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 Tyson Franklin and Jim McDannald delve into effective local marketing strategies for podiatry clinics. Tyson and Jim discuss the importance of targeting the right local audience, leveraging local SEO, and building community connections. 

They highlight the pitfalls of using broad, national marketing tactics for local businesses and the benefits of local involvement, such as sponsoring and volunteering at community events. The hosts also discuss the relevance of gathering local reviews and the growing influence of new technologies like ChatGPT on local search results. 

This episode is a valuable resource for podiatry clinics looking to enhance their local marketing efforts.

✉️ 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

There are many ways to grow your podiatry practice through podcasts. Tyson Franklin and Jim McDannald, DPM, discuss 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 

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

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

The purpose of a good headline is to quickly determine whether a patient is a good fit for your business. Here are a few of the topics discussed:

1. Where should you be using headlines? - Blogs, Social Media Posts, Subject lines in emails, Newsletters, Marketing & Advertising. 
2. Numbers make your headline more catchy: 7 Ways to...
3. Use Engaging words: Reasons, Tips, Secrets, Hacks
4. Use Short-Cut Words: Easy, Simple
5. Trigger Words: How, Why, What, When
6. Create Intrigue: Myths, Lies, Proven, 
7. Use Emotion: Guarantee, Fun ways to..., Premium
8. 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 

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

Today, we chat about how Jim went from never really imagining that he'd ever want to speak in public to the stage. And finding 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 the potential audiences who 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 

📊 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 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, and so on. 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 

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

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 

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

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 

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

The way you ask for patient information and the options you provide say 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.

A bad experience reflects poorly on your clinic and makes your staff less productive and efficient with their time. A smooth, user-friendly patient intake process can help set your clinic apart and make a positive impression 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 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 

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

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 

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

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 right into trying to sell you 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 

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

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 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 

📊 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 and Tyson Franklin discuss the benefits of using corporate boxes and season tickets as part of a marketing strategy. 

Tyson shares his experiences with the Cairns Taipans' basketball team and other local sports events, explaining how these investments can enhance team building, foster professional relationships, and generate referrals. They emphasize the importance of having a clear game plan, selecting the right guests, and ensuring agreements are well-documented. 

Tune in to learn how sports can be a powerful tool in business marketing and team camaraderie.

✉️ 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

Are you ready 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 the 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 

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

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 

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

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 to local patients is a very powerful way to generate 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 the benefits of each:

• General
• Procedures/Diagnosis
• Local patients

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 

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

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 the 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 

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

Many podiatry clinic owners view their marketing budget as a cost. With little understanding of the awareness generated or the return on investment it creates, it feels like a number that should be lower. But by understanding your current practice stage and the value of a solid marketing plan, you'll be better positioned 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 

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

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

This includes networking to build 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 

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

Why is Email Marketing the best ROI of any marketing channel

• Internal vs External
• You own this list, not Google or Facebook, which 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 all the care you provide

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

What's the difference between internal and external marketing?

Internal is 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.

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

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

• 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 

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

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 

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

Join Tyson Franklin and Jim McDannald, DPM, in this week's episode of 'Podiatry Marketing' as they delve into the essential topic of gathering patient reviews. 

They discuss the pros and cons of personalized versus automated review requests, highlighting the importance of patient feedback in building trust and enhancing your online presence. Learn how to choose the right method based on your clinic's size, staff, and goals. 

Whether you're a newly established practice or a growing clinic, this episode provides valuable insights on efficiently collecting meaningful reviews that can boost your search rankings and attract more patients.

✉️ 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

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 set your clinic apart from 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 

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

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, and 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, they are more than likely to work with a podiatrist already.

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

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

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 for creating a sustainable social media system. 

• 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 

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

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 

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

Search advertising is not a spray-and-pray approach to raising 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 are Google Search Ads 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 can you control the 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

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

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

• What do 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, it 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 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

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

Google wants to keep people in the Google ecosystem. By keeping them there, they can show them advertising and increase their company's 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 the 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

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

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

1. Online - fast and cheap, but not usually a great response rate. Typically need to include an incentive to complete it.
2. 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.
3. 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

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

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

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

In this week's episode of Podiatry Marketing, hosts Tyson Franklin and Jim McDannald discuss the importance of Search Engine Optimization (SEO) for podiatry clinics. They explain the concept of SEO and its relevance in the digital age, highlighting how it helps businesses rank higher on Google search results. The main talking points include the importance of regular updates to the Google Business Profile, the role of engaging content in answering customer queries, and how backlinks contribute to SEO. They also recommend some free tools like GT metrics and Mobile Moxie for beginners in SEO. Tune in to learn more about improving your podiatry clinic's visibility online.

✉️ 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 episode, hosts Jim McDannald and Tyson Franklin discuss the danger of complacency in podiatry marketing. They delve into the importance of continuous marketing efforts, even when business is booming. The hosts emphasize the importance of maintaining a proactive marketing approach and investing in marketing strategies, regardless of business size.

They provide valuable insights, including tips on constant engagement, testing new methods, and keeping an entrepreneurial mindset. Additionally, they share experiences and observations about how complacency can lead to the stagnation or decline of the business. Whether you are a solo practitioner or part of a multi-provider clinic, this episode provides useful advice in marketing your practice effectively and avoiding complacency.

✉️ 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 episode of Podiatry Marketing, hosts Tyson Franklin and Jim McDannald, DPM, discuss the concept of choosing a 'word for the year' to guide both personal and professional growth. 

They delve into how selecting a single word can simplify and align goals, and Tyson shares his personal experience with using words like 'evolve,' 'abundance,' 'simplicity,' and 'discovery.' 

The duo explores how this practice can enhance a podiatry business and encourage continuous improvement. They also inspire listeners to get creative with symbols and mantras to stay motivated.

✉️ 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

Join Tyson E. Franklin and Jim McDannald, DPM as they delve into the significance of having a well-tuned and detailed website for your clinic. They explore the importance of an appealing design, practical functionality, local SEO, and the power of effective online booking tools.

They also discuss the pros and cons of building a website yourself versus hiring professionals, as well as the need for the site to be HIPAA-compliant. Additionally, they touch on the importance of regular blogging and how it helps connect with the community and partners.

✉️ 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

What do you love doing in podiatry? What do you want to do more of, if you had a choice? This doesn't mean you won't do anything else. It just means focusing on everything you love to do in all your marketing. 

Most podiatrists focus on general, vanilla marketing for all the things they could do. 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 stand out:

• Clinic website
• Diagnosis/Treatment webpages
• Community talks: only talk about the subject you want to discuss. Why talk about general foot care 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. 

✉️ 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

There's no shortage of marketing options and opportunities. Instead of doing a little of everything to build your practice, it's important to step back and develop a clear vision for what you can accomplish.

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
• The 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

✉️ CONTACT
jim@podiatrygrowth.com