Podiatry Marketing
Tyson E. Franklin and Jim McDannald, DPM
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Conversations on building a successful podiatry practice with Tyson E. Franklin and Jim McDannald, DPM.
Look for new episodes every Monday morning.
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10 hours ago
Do You Have A Marketing System for Your Podiatry Clinic?
Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin unravel the layers of podiatry marketing, diving into the systems that make it all tick!
Episode Highlights:
* Why Marketing Systems Matter: Discover the transformative power of a well-tuned marketing system for your podiatry practice. We introduce the three main types you should know: DIY, Hybrid, and Outsourcing.
* Crafting Your Perfect Marketing System: Understand the intricacies of a marketing system and the importance of customization based on your clinic’s unique needs.
* DIY Marketing Deep Dive: Is taking the reins of your marketing the way to go? We discuss the pros, cons, and ideal situations where DIY marketing shines.
* The Balance of Hybrid Marketing: Discover a middle ground with Hybrid marketing. We highlight its advantages, challenges, and when to consider this blended approach.
* The Power of Outsourcing: Delve into the world of outsourced marketing. With expert help at the helm, learn the potential benefits and the considerations to keep in mind.
* Making the Ultimate Decision: With a sea of options, we help streamline your thoughts, comparing each system to guide you toward the one that aligns with your goals, budget, and vision.
* A Reflection on Marketing Systems: We recap the pivotal role of the right marketing strategy and motivate podiatrists to introspect, adapt, and thrive.
* Engage with Us!: Our community is our strength. Share your stories, questions, and insights about your own marketing journey. Together, we learn and grow.
Tune in and navigate the diverse landscape of marketing systems with us. Whether you're new to the game or a seasoned podiatrist, this episode promises a wealth of insights to elevate your marketing game!
For more insights, strategies, and all things podiatry marketing, continue to tune into the Podiatry Marketing podcast at https://podiatry.marketing.
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Sep 25, 2023
Show Your Patients Behind The Scenes
Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin
unlock the secrets to boosting patient engagement in the digital age! In today's episode, we're diving deep into an often-overlooked marketing goldmine: behind-the-scenes content.
Episode Highlights:
* The Value of Authenticity: Learn why showcasing the day-to-day operations of your podiatry clinic might be the missing piece in your social media strategy. Real, authentic content can humanize your brand and create a connection beyond the treatment room.
* Shake Up Your Content: If your posts are stuck in a cycle of podiatry problems and you're seeing diminishing engagement, we'll guide you on how to breathe new life into your feed. Hint: It's all about pulling back the curtain!
* Teamwork Makes the Dream Work: Everyone in your clinic has a unique perspective and role. Discover how involving your team can lead to a wealth of content ideas. From sterilizing instruments to the art of the perfect coffee pour, there's a plethora of video-worthy moments happening right under your nose.
* Practical Ideas to Get Started: Need some inspiration to kick things off? We've brainstormed a list of engaging behind-the-scenes content that not only educates but also entertains!
Tune in and be inspired to showcase the heart, soul, and hustle that goes into running a podiatry clinic. Remember, your story doesn't just lie in the treatments you offer but also in the people and processes that make it all possible. Join us, and let's get behind the scenes!
For more insights, strategies, and all things podiatry marketing, continue to tune into the Podiatry Marketing podcast at https://podiatry.marketing.
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Sep 18, 2023
Should Your Podiatry Clinic Use Threads?
Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin
delve deep into the buzzing world of social media to uncover the potential of Threads for your clinic's digital marketing strategy.
Episode Highlights:
* Introduction to Threads: Unwrap the essentials of Threads, a platform that seemingly combines the brevity of X (Twitter) with the visual appeal of Instagram. Understand its key features and how it differentiates from the rest of the social media pack.
* Threads' Purpose: Does Threads aim to be the next Twitter? Or does it have a different goal in sight? We analyze its place in the ever-evolving digital world and its potential implications for your podiatry clinic.
* Should You Dive In?: With a plethora of platforms available, it's imperative to prioritize. Discover whether Threads should be on your radar or if your marketing efforts would be better spent elsewhere.
Whether you're a tech-savvy podiatrist or a digital novice, this episode will equip you with the knowledge to make informed decisions for your clinic's marketing journey.
For more insights, strategies, and all things podiatry marketing, continue to tune into more episodes of the Podiatry Marketing podcast at https://podiatry.marketing.
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Sep 11, 2023
The Importance of Being Genuine
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.
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Sep 4, 2023
Why Podiatrists Can't Live Off of Google Alone
Welcome to the Podiatry Marketing podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin tackle a topic that has become all too familiar for many in the podiatric field: the overwhelming reliance on Google for marketing. While Google's prominence is undeniable, putting all your marketing eggs in one basket has its share of perils. This episode aims to shed light on these challenges and present alternative strategies to ensure consistent and effective visibility for your practice.
Inside This Episode:
* Google: A Blessing and a Potential Curse:
* Delve deep into the prevalent dependence on Google for marketing. Understand its advantages and the lurking pitfalls that might jeopardize your online visibility.
* The Risks Lying Beneath:
* From unpredictable Google algorithm updates to the surge in competition and climbing ad costs, we'll dissect the vulnerabilities of an over-reliance on this search giant. And of course, we introduce the lifeboat in this scenario: marketing diversification.
* The Power of Diversified Marketing:
* Learn how casting a wider net can reap manifold benefits. From tapping into fresh audience segments to mitigating risks, it's time to understand why diversification isn't just smart – it's essential.
* Beyond Google - The Vast Horizon:
* We unpack alternative platforms tailored for podiatrists. Discover the potential of Bing, Yelp, HealthGrades, and more. It's a big digital world out there – time to explore!
* Content and Your Website: The Undying Allies of SEO:
* Delve into the world of content marketing and the significance of a robust website. Learn how both play a pivotal role in enhancing your SEO game.
* The Magic of Email Marketing:
* The age-old strategy that never fades. Understand how email marketing can be your secret weapon for patient retention and nurturing enduring relationships.
* The Future Wave: Local SEO and Voice Search:
* As technology evolves, so should your strategies. We dive into the growing relevance of local SEO and voice search in the podiatry marketing realm.
If you've ever felt the tremors of a Google update or struggled with escalating ad costs, this episode is your playbook for a more stable, diversified, and effective marketing approach.
For more insights, strategies, and all things podiatry marketing, continue to tune into the Podiatry Marketing podcast at https://podiatry.marketing. See you in the digital realm!
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Aug 28, 2023
Learnings from Ned Australian Whisky
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.
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Aug 21, 2023
Marketing for Senior Podiatrists Eyeing Succession or Sale
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.
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Aug 14, 2023
The Four P's of Marketing
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.
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Aug 7, 2023
Getting Started With Patient Testimonial Videos
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.
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Jul 31, 2023
Is Your Plan to Open Another Boring Podiatry Clinic?
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.
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Jul 24, 2023
Top 5 Things To Learn Before Starting A Private Practice
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.
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Jul 17, 2023
Self Reflective Marketing
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…
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Jul 10, 2023
Search vs. Display Advertising for Podiatrists
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 Advertising
To 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 Advertising
We 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 Limitatio…
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Jul 3, 2023
Celebrate Milestones and Implement Tradtions
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.
2. Internal Milestones:
* Staff turnover rates: Recognizing improvements in employee retention.
* Patient numbers: Celebrating increases in patient numbers, showing growth and trust in your practic…
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Jun 26, 2023
The Mid-Year Check-Up
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, overa…
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Jun 19, 2023
The Importance of Your Clinic's Curb/Street Appeal
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 patien…
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Jun 12, 2023
Getting Off On The Right Foot With Your Marketing Provider
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 Eff…
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Jun 5, 2023
How to Write Blogs Easily
Welcome to another episode of the Podiatry Marketing Podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin dive deep into the strategy of crafting compelling, effective blog content without experiencing mental exhaustion. This is a vital skill in digital marketing for any podiatry clinic.
Episode Highlights:
* The Rookie's Mistake: We dissect the common pitfall of rookies trying to write, edit, and perfect their blogs simultaneously and discuss why this approach often leads to exhaustion and less effective content.
* Spacing Out Your Activities: We outline a five-day plan to break down your writing tasks into manageable parts. This technique encourages creativity while avoiding burnout.
* Using A Timer: Using a timer not only introduces a sense of urgency but also serves to preserve mental energy. We explain the Pomodoro Technique's 25:5 intervals and its benefits to efficient blog writing.
* Separate Research and Writing: Researching and writing simultaneou…
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May 29, 2023
The Importance of Local Visibility
Welcome to another episode of the Podiatry Marketing Podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin delve into the significance of local visibility for your podiatry clinic and how it can elevate your marketing strategy. We'll provide actionable tips and strategies to increase your clinic's local visibility, attract potential patients, and build relationships within your community.
Key Points:
* Optimize Your Website for Local Search:
Enhancing your website for local search is crucial. Make sure to incorporate your clinic's location and pertinent keywords throughout your site. Creating a Google Business Profile can significantly aid your local visibility; ensure it's updated with precise information about your clinic, services, and location.
* Encourage Online Reviews:
Online reviews can significantly influence potential patients' decision-making. Encourage your patients to leave positive reviews on platforms like your Google My Business page, Yelp, and ot…
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May 22, 2023
13 Things You Would Do Differently
Welcome to another episode of the Podiatry Marketing Podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin tackle an all-too-real scenario: a new, highly-skilled podiatrist opening a practice right across the street from you. They're not just in your neighborhood; they're right there, with a unique service offering and a large marketing budget.
What We Covered:
* Professional Referrers: We discuss how to handle these situations, from gentle reminders to using tools like LOOM and Braintoss. We also touch on the 'Be Our Guest Book' strategy.
* Non-Professional Referrers: We emphasize the importance of proactive engagement, encouraging you to get off your butt and foster relationships.
* Street Appeal: Make your clinic visually appealing. Check your signage, and remember that first impressions count.
* Update Website: This is your digital storefront. Offer free information, leverage search platforms, and consider adding a media page.
* Community Engagement:…
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May 15, 2023
How to Handle a Negative Online Review
Welcome to another episode of the Podiatry Marketing Podcast. In this episode, Jim McDannald, DPM, and Tyson E. Franklin delve into an important topic that might seem a bit intimidating at first - Negative Online Reviews.
What We Covered:
* The reality of negative reviews: It's crucial to understand that every practice experiences a bad review occasionally. It's a normal part of running a podiatry clinic, and not a reflection of your practice's overall quality or dedication.
* Response over reaction: The critical aspect isn't the negative review itself, but how you respond to it. Your reaction can set the tone for how the situation develops and can impact the perception of potential patients who come across the review.
* Step 1 - Initial reaction: Before reacting, it's essential to take a deep breath and evaluate whether the review is from an actual patient. Although fake reviews are rare for podiatry clinics, they do happen, and identifying them early can save a lot of unne…
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May 8, 2023
Finding Black Caviar - The Importance of Testing and Measuring
In this episode of the Podiatry Marketing Podcast, Jim McDannald, DPM, and Tyson E. Franklin dive into the importance of constantly evaluating and adapting your marketing strategies to ensure continuous growth for your podiatry practice. Drawing inspiration from the success stories of Australian racehorses Black Caviar and Winx, this episode emphasizes the need for ongoing testing, measuring, and adjusting in your marketing efforts.
Join Jim and Tyson as they discuss key lessons from EP 70, where they explored the concept of developing micro-pillars and sticking to what works while eliminating what doesn't. In this episode, they elaborate on the following crucial points:
* Understanding that what works today may not work tomorrow and the importance of adapting to changes in the market.
* Emphasizing the need for testing and measuring to identify your Black Caviar Ads or marketing activities that deliver the best results.
* Looking at your numbers and not being influenced by how…
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May 1, 2023
Finding the Intersection of Your Skills & Experience
In this episode of the Podiatry Marketing Podcast, Jim McDannald, DPM, and Tyson E. Franklin explore the importance of finding the intersection of your skills and experience to achieve professional satisfaction and grow your ideal podiatry practice. Learn how to identify your unique value proposition and leverage it to unlock new opportunities for success in your field.
Join Jim and Tyson as they discuss the following essential steps to help you navigate this journey:
* Assessing your skills: Understanding your strengths, areas of expertise, and tasks you excel at to build a strong foundation for your career.
* Evaluating your experience: Reflecting on your past job experiences, projects, and other work-related activities to gain a deeper understanding of your professional journey.
* Identifying common themes: Discovering the overlap between your skills and experience to pinpoint your unique value proposition and professional offerings.
* Focusing on roles that align with you…
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Apr 24, 2023
Developing Micro-Pillars within Your 6 Pillars of Marketing
In this episode of the Podiatry Marketing Podcast, Jim McDannald, DPM, and Tyson E. Franklin ddelve into the intricacies of developing "micro-pillars" within the six pillars of marketing for your podiatry clinic. Discover how focusing on these micro-pillars can unlock your clinic's full potential and lead to exponential growth.
Join Jim and Tyson as they explore each of the six pillars – Professional Referrals, Non-Professional Referrals, Internal, External, Verbal, and Online – and share practical strategies for honing micro-pillars within each. Learn from their real-world experiences and success stories, as they provide valuable tips on how to implement these micro-pillars effectively in your clinic's marketing efforts.
Tune in to this empowering episode to elevate your podiatry clinic's marketing approach by mastering the art of micro-pillars. Don't miss this opportunity to transform your practice's growth trajectory with the expert guidance of Jim and Tyson!
To learn more ab…
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Apr 17, 2023
Get Off The Blogging Hamster Wheel
In this episode of the Podiatry Marketing Podcast, Jim McDannald, DPM, and Tyson E. Franklin discuss the pitfalls of writing irrelevant blogs as a marketing strategy for your podiatry clinic. They reveal why being stuck on the blogging hamster wheel is a waste of time, and how it can even hurt your clinic's growth.
Jim and Tyson dive deep into the importance of understanding your target audience and sharing valuable insights on how to create content that resonates with potential patients.
They explore alternative marketing strategies, such as leveraging targeted Google Search Ads, treatment/diagnosis pages on your website, and building local partnerships, which can effectively boost your clinic's visibility and credibility.
Tune in to learn how to make the most of your marketing efforts and truly connect with patients in your local area.
To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing.
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Apr 10, 2023
Offending No One & Satisfying Everyone is Boring
In this episode of Podiatry Marketing, we discuss the importance of targeted marketing and why trying to please everyone can lead to a boring practice.
Learn how to identify your ideal patient and create marketing messages that resonate with them, while repelling patients who may not be the best fit for your practice.
Show Notes:
* Attracting the right patients while repelling others respectfully:
* Understand that marketing is about connecting with specific patients, not everyone.
* Be respectful in your approach, even when repelling patients who are not the best fit.
* The compromise of trying to please everyone:
* Recognize that attempting to satisfy everyone dilutes your marketing message.
* Compromising on your target audience can lead to boredom and a less fulfilling practice.
* The impact of a boring practice:
* A dull practice can make it difficult to attract and retain team members.
* Understand that excitement and passion are contagious and can help gr…
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Apr 3, 2023
Marketing A Direct Care Practice
In this episode of Podiatry Marketing, Jim McDannald, DPM and Tyson E. Franklin dive into marketing strategies for direct care practices, with a focus on how to differentiate your practice from others, build valuable connections, and grow your patient base.
Tune in to learn how to take advantage of digital marketing tools, improve your online presence, and strengthen your community presence through events and collaborations.
* Highlighting how your direct care practice differs from others:
* Be confident in your ability to communicate the unique aspects of your practice.
* Practice with others, engage on LinkedIn, and join online groups to refine your messaging and build connections.
* Networking with local businesses:
* Build relationships with other local businesses in your community.
* Offer to cross-promote each other's services to reach a wider audience.
* Utilizing digital marketing to promote your practice:
* Take advantage of digital marketing tools like so…
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Mar 27, 2023
The Value of a Patient & Community Relations Manager
In this episode of the Podiatry Marketing podcast, we dive into the importance of hiring a Patient & Community Relations Manager (PCRM) for your podiatry practice. We'll discuss the crucial role this individual plays in enhancing patient experience, fostering community engagement, and driving practice growth.
Moreover, we emphasize the significance of finding an outgoing and trustworthy person for this position and share insights on how to identify and hire the right candidate.
To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing.
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Mar 20, 2023
Is Marketing A Dirty Word?
Welcome to another exciting episode of the Podiatry Marketing podcast! In today's episode, your hosts, Jim McDannald, DPM, and Tyson Franklin, explore the often-misunderstood topic of marketing within the podiatry profession. They tackle the question: "Is marketing a dirty word, or is it essential for building a thriving practice?"
Throughout the episode, Jim and Tyson discuss:
* The role of marketing in growing and sustaining a successful podiatry practice
* Common misconceptions and myths about marketing in the healthcare industry
* The ethical implications of marketing in podiatry and how to maintain a patient-centric approach
Don't miss this insightful discussion that challenges the stigma surrounding marketing in the podiatry profession and highlights the importance of embracing marketing strategies for the long-term success of your practice.
To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing.
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Mar 13, 2023
The Zeigarnik Effect (The Open Loop Technique)
Did you know that incomplete tasks can create a sense of curiosity and anxiety in our brains? This phenomenon, known as the Zeigarnik Effect, has important implications for podiatry marketing.
This week Tyson and I discuss some practice ways of incorporating the Zeigarnik Effect to the benefit of your patients.
By using the open loop technique in your copywriting, you can create a sense of curiosity and anticipation in your patients. For example, when giving instructions, you could share 5 ways to do something but only give them two, promising to share the rest later. Similarly, in blog articles, you could share 10 ways to do something but only share five in part one.
By leaving these loops open, you create a sense of intrigue and anticipation, which can keep patients engaged with your content and coming back for more. So the next time you're creating content, consider using the open loop technique to create a powerful marketing tool that can keep your patients engaged and intereste…
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Mar 6, 2023
How Trust Grows Your Reputation & Practice
In this episode of Podiatry Marketing, Jim and Tyson discuss why building trust is essential for podiatrists to grow their practices.
Here are some ways a podiatrist can build trust:
* Provide excellent care: One of the most important ways to build trust with patients is by providing excellent care. This means taking the time to listen to patients' concerns, providing a thorough examination, and developing a personalized treatment plan that addresses their specific needs.
* Establish rapport: Building rapport with patients is essential in building trust. Podiatrists should strive to make a connection with patients by showing empathy, understanding, and genuine interest in their well-being.
* Communication: Effective communication is vital to building trust with patients. Podiatrists should communicate clearly and in terms that patients can understand, avoiding technical jargon. Podiatrists should also encourage patients to ask questions and address any concerns they may have.…
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Feb 27, 2023
Do Less And Do It Better
In this episode of Podiatry Marketing, Tyson and Jim discuss why focusing on becoming the best at a few skills is better than trying to do everything at an average level.
A podiatrist becoming a jack of all trades, or someone with a broad range of skills and knowledge across different areas can have some downsides. Here are a few potential drawbacks:
* Lack of specialization: A podiatrist who becomes a jack of all trades may have a broad range of skills, but they may not be an expert in any one area of podiatry. This can make it challenging to attract patients who are seeking a specialist in a specific area of foot or ankle care.
* Burnout: Trying to keep up with a broad range of skills and interests can be overwhelming and lead to burnout. A podiatrist may feel pressure to stay on top of all the latest trends and developments in many fields, which can be exhausting.
* Time management: Trying to keep up with a broad range of skills and interests can take a significant amount…
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Feb 20, 2023
Marketing Your Podiatry Clinic In A Mobile First World
Marketing a podiatry clinic is changing significantly due to mobile phones, as more and more people are using their smartphones to search for healthcare services. Here are a few ways in which mobile phones are affecting podiatry clinic marketing:
* Mobile-friendly websites: With the majority of online searches now taking place on mobile devices, it's essential for podiatry clinics to have a website that is optimized for mobile viewing. This means that the website should load quickly, be easy to navigate, and have a responsive design that adjusts to fit the size of the user's screen.
* Local search optimization: Many people use their mobile phones to search for healthcare services while they are on the go. Podiatry clinics can take advantage of this trend by optimizing their website for local search. This includes using location-based keywords, claiming their Google My Business listing, and encouraging patients to leave reviews.
* Mobile advertising: With the rise of social me…
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Feb 13, 2023
Fitting In More Ideal Patients Into Your Podiatry Practice
Podiatry clinics may have to let certain patients go in order to make room for more ideal patients, who are likely to have better outcomes and comply with treatment plans.
This can be a difficult but necessary step to improve the quality of care, reduce stress and burnout among staff, and create a more positive work environment.
Here are some of the benefits of letting certain patients go:
* Improving the quality of care provided to patients
* Reducing stress and burnout among staff
* Creating a more positive work environment
* Improving patient satisfaction
* Growing the practice through positive referrals
* Improving the clinic's financial stability
* Improving efficiency and reducing workload for staff
To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
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Feb 6, 2023
Invest in Solutions vs. Pay for Services
Investing in solutions refers to a mindset that focuses on buying products or services that offer a long-term, sustainable benefit. The goal is to address a specific problem or meet a particular need in a comprehensive and efficient way. This approach involves making consistent investments with the expectation of realizing returns over time.
On the other hand, paying for services refers to a mindset that prioritizes immediate satisfaction of needs or wants. The focus is on obtaining a specific service or product without considering the long-term benefits or drawbacks. This approach involves paying for services or products on an ongoing basis, without expecting a return on investment.
The main difference between the two approaches is the focus on long-term benefits versus immediate satisfaction. Investing in solutions is a proactive approach that aims to address root causes and create lasting change, while paying for services is a reactive approach that focuses on addressing immediate…
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Jan 30, 2023
How Micro-storytelling Can Improve the Patient-Physician Relationship
Micro-storytelling is a technique of using short, concise stories to convey a message or make a point. This technique can be used in various contexts, including in healthcare communication. Clinics can benefit from using micro-storytelling in several ways:
* Enhancing patient engagement: By sharing real-life stories of patients who have undergone similar treatments or procedures, clinics can help patients understand the potential benefits and risks of a particular treatment. This can help increase patient engagement and participation in their own care.
* Improving patient understanding: Microstories can help simplify complex medical information and make it more relatable and understandable for patients. This can help improve patient understanding of their condition and the treatment options available to them.
* Building trust and empathy: By sharing stories of how other patients have successfully navigated their healthcare journey, clinics can help build trust and empathy with p…
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Jan 23, 2023
ChatGPT in Podiatry: Automating Administrative Tasks & Improving Patient Experience
Is ChatGPT a lot of hype or are there some practical uses for you, your clinic, and our profession?
Here are some potential ways to implement ChatGPT into your practice:
* ChatGPT can assist in automating repetitive tasks such as scheduling appointments, answering frequently asked questions, and providing patient information.
* With the ability to understand natural language, ChatGPT can provide personalized responses and improve the overall patient experience.
* ChatGPT can also assist in managing patient records and providing relevant medical information to the podiatrist, allowing for more efficient and accurate diagnosis and treatment.
* By integrating ChatGPT into the clinic's workflow, the podiatrist can focus on providing high-quality patient care, while ChatGPT handles administrative tasks.
* In addition, the use of ChatGPT can also help to reduce the workload of staff and increase the overall efficiency of the clinic.
To learn more about how to grow your practice,…
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Jan 16, 2023
Storytelling Adds Value to Your Podiatry Practice
Sharing the unique story of your podiatry practice can help to build trust and differentiate you from other local providers. A unique story can help to establish your practice as a trusted and reliable source of care in the community.
There are several ways that creating a unique story can build trust and make your offering more valuable:
* Personalization: By sharing your personal story and the experiences that led you to become a podiatrist, you can create a more personal connection with potential patients. This can help to build trust and make your practice feel more approachable.
* Differentiation: By highlighting what makes your practice unique, you can differentiate yourself from competitors and make your offering more valuable to potential patients. For example, if you offer a specific type of treatment or have a particular area of expertise, sharing this information can help to set your practice apart.
* Humanization: Sharing your unique story can also help to humani…
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Jan 9, 2023
Google Is A Moving Target
There are several reasons why promoting a podiatry practice on Google Business Profile, Google Ads, and SEO is not a "set it and forget it" situation:
* Competition: There is likely to be competition from other podiatry practices in the area, and they may also be using Google Business Profile, Google Ads, and SEO to promote their practices. To stay competitive, it is important to regularly update and optimize your online presence.
* Changes in patient behavior: Patient behavior is constantly evolving, and what works to attract them today may not be as effective in the future. To continue attracting new patients, it is important to stay up to date with changes in behavior and adjust your online presence accordingly.
* Changes in Google algorithms: Google is constantly updating its algorithms to improve the search experience. This means that what may have worked to improve your practice's visibility in the past may no longer be effective. To ensure that your practice remains visib…
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Jan 2, 2023
Money is in the Follow Up
As a podiatrist, providing excellent patient care doesn't stop after their initial visit. Follow-up is an essential part of the process to ensure that their needs are being met and their overall health is improving.
Marketing plays a key role in this process as well. By using effective follow-up sequences, you can nurture your relationships with patients and keep them engaged with your practice.
There are several ways to implement follow-up sequences:
* Letters: Sending personalized letters to your patients can be a great way to keep them informed and engaged with your practice.
* Postcards: Similar to letters, postcards are a quick and easy way to stay in touch with your patients and provide them with helpful resources.
* Emails: Email is a convenient and cost-effective way to stay in touch with your patients and provide them with updates and information about your practice.
* Links to videos: Providing patients with links to educational videos can be a great way to pro…
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Dec 26, 2022
Goodbye 2002, Hello 2023
In this episode of the Podiatry Marketing podcast, we'll discuss some key takeaways from 2022 and what we can look forward to in 2023 when it comes to marketing your podiatry practice.
First, we'll discuss some of the top podiatry marketing topics that have been relevant this past year and will continue to be important in the coming year. This could include things like digital marketing strategies, social media marketing, and how to effectively reach your target audience.
Next, we'll be discussing how to create a marketing plan to improve your practice. We'll cover things like setting clear goals and objectives, identifying your unique selling points, and determining the most effective marketing channels to reach your target audience.
Finally, we'll talk about the importance of determining if you're the right person to implement your marketing plan or if you should consider hiring an expert to partner with. We'll explore the pros and cons of each approach and provide some tips for m…
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Dec 19, 2022
Attracting More Right-Fit Patients
When you're ready to focus on a specific niche of patients or perform more of a specific treatment, it all starts with being deliberate about the path forward for the clinic. Once you know the direction you want to take, your practice, goals, and objectives can be created.
So the first step is knowing what you want more of:
* Some self-reflection and look at the patient schedule of procedures/treatments you're currently performing
* Commit to exploring more ways of tapping into sources of that kind of care
* Marketing
* Networking with other podiatrists
* Networking with healthcare providers
* Networking within your community
You also need to know what you want less of:
* Different speed of moving away from that care doesn't have to be cold turkey
* If there's enough volume, you can bring on an associate
* Maybe you want to eliminate the insurance providers that are always rejecting your claims.
To learn more about how to grow your practice, check out more episo…
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Dec 12, 2022
Identifying Your Team's Superpowers
Every team member of a podiatry clinic has superpowers. As the practice owner, you are obligated to motivate and pull the best out of each of them. By doing so, your patients will notice and benefit from these efforts.
Hidden vs. Happy Super Hero:
* Hidden Super Heroes are usually frustrated
* Happy Super Heroes, don't hide.
Tasks that can be taught and delegated to your team:
* Blog Writing
* Video editing
* Audio recording
* Graphic design (Canva)
* Social Media
To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
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Dec 5, 2022
YouTube Marketing for Podiatrists
There are a few different ways that YouTube can be used to benefit your podiatry clinic:
* Host videos about the care you provide and embed them on your clinic website
* Patient testimonials generate trust for you and your clinic
* YouTube is the 2nd largest search engine, so a good time and description can help your clinic rank for relevant diagnoses and treatments
* Video advertising via YouTube is another opportunity
* Additional revenue through affiliate marketing for those making consistent content
To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
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Nov 28, 2022
How to Market Your Orthotics
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.marketi…
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Nov 21, 2022
The Benefits of Podcast Guesting
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 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
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Nov 14, 2022
Using Canva in Podiatry Marketing
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 platform…
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Nov 7, 2022
Why Low-Budget Marketing Providers Don't Generate Profits
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 causes a conflict of interest and 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 interest…
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Oct 31, 2022
Using Audiograms As An Alternative to Video
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)
2. Edit or trim y…
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Oct 24, 2022
Is TikTok Marketing for Podiatry Successful?
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 thei…
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Oct 17, 2022
Marketing Timeframes
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
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Oct 10, 2022
How a Marketing Audit Can Bolster Your Clinic's Profit Margins
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:
1. Understanding of goals/objectives -> your website and online materials help focus your efforts
2. Understanding of previous marketing effo…
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Oct 3, 2022
A Nose That Can Hear
"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
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Sep 26, 2022
7 Common Podiatry Marketing Mistakes & How to Avoid Them
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
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Sep 19, 2022
Podiatrist's Guide to Audio Equipment
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 & Condensor) - we used the Shure MV7
* Lapel microphone
* Apple headphones
2. 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
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Sep 12, 2022
Unexpected Ways Podcasts Can Grow Your Practice
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
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Sep 5, 2022
Creating Headlines to Attract the Right Patient
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
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Aug 29, 2022
How Public Speaking Can Transform Your Practice
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
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Aug 22, 2022
Understanding the Levels of 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
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Aug 15, 2022
The Pros and Cons of Website Chatbots
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
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Aug 8, 2022
Creating a Yearly Marketing Roadmap
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 hav…
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Aug 1, 2022
The Value of Patient Onboarding & Intake Forms
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. A smooth, user-friendly patient intake process can help set your clinic apart from the rest and reflect positively 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 episode…
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Jul 25, 2022
Using QR Codes in Your Podiatry Clinic
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…
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Jul 18, 2022
Questions to Ask Marketing Service Providers
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
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Jul 11, 2022
The Top 3 Ways to Market Your Podiatry Clinic
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
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Jul 4, 2022
Choosing A Marketing Service Provider
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
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Jun 27, 2022
Free Website Downloads
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
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Jun 20, 2022
Facebook Ads for Podiatry Clinics
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
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Jun 13, 2022
Marketing Pillar #6 - Online 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
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Jun 6, 2022
How to Determine a Marketing Budget
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
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May 30, 2022
Marketing Pillar #5 - Verbal 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
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May 23, 2022
Patient Email Newsletters - Do's and Don'ts
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
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May 16, 2022
Marketing Pillar #4 - Attracting New Patients With External 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.
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May 9, 2022
LinkedIn Best Practices for Podiatrists
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
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May 2, 2022
Marketing Pillar #3 - Internal 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
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Apr 25, 2022
How Online Reviews Build Trust in Your Podiatry Clinic
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
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Apr 18, 2022
Marketing Pillar #2 -Growing Your Network of Non-Professional Referrers
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, "…
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Apr 11, 2022
Podiatry Clinic Facebook and Instagram Best Practices
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
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Apr 4, 2022
Marketing Pillar #1 - Professional Referrers
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
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Mar 28, 2022
Google Search Ads Basics
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
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Mar 21, 2022
Run, Rest & Repeat Your Marketing Campaigns
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…
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Mar 14, 2022
Your Clinic's Second Website - Google Business Profile
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
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Mar 7, 2022
Patient Surveys - Online vs Hard Copy
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 some form of 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
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Feb 28, 2022
Podiatry Clinic SEO
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
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Feb 21, 2022
Marketing Complacency
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
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Feb 14, 2022
Build Trust with Your Clinic's Website
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
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Feb 7, 2022
Make Your Favorite Services Center Stage
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 P…
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Jan 31, 2022
The Benefits of Creating a Plan
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
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Jan 24, 2022
The Content Matrix
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
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Jan 17, 2022
Developing Niche Expertise in Podiatry
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.
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Jan 10, 2022
The Ideal Patient
* 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.
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Jan 10, 2022
What is Marketing?
* 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
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Jan 10, 2022
Welcome to Podiatry Marketing
* 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
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