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In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss how podiatrists often confuse external and internal marketing, reducing the value of their spend. They argue external marketing should lead with patient problems (like heel pain) to grab attention within seconds, while internal marketing should educate patients on available solutions (such as shockwave or laser therapy) once they’re in the clinic, building trust and improving treatment acceptance.

Tyson shares a real example where advertising shockwave therapy caused a drop in results compared to problem-focused heel pain ads, and they note treatment pages and blogs still belong on the website for those researching modalities. Practical takeaways include reviewing homepage and ads for problem-first language, training staff to explain options, and using in-clinic materials and newsletters to highlight treatments.

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