Podiatry Legends Podcast

If you haven't considered using audio as part of your marketing strategy, now is the perfect time to get started while still being underutilised by most podiatry professionals.

The purpose of my Audio Marketing workshops is to show podiatrists how to use audio for marketing in their podiatry businesses and why it will help them stand out from all the other podiatrists in their area that do not know how to use audio effectively.

When it comes to creating online content, you have three options available to you.

1. Written Content (Blogs, FAQ's and Articles)
2. Visual (Video, photos and Infographics)
3. Audio (So many options available)

Audio marketing has been around for a long time; just think of radio; people have a favourite radio station and a favourite radio announcer. Because they've heard their voice repeatedly, they start to create an emotional connection with them.

"You can also create an emotional connection with your patients and potential patients".

History of Radio: http://www.pbs.org/wgbh/aso/databank/entries/dt20ra.html

To see more detailed notes, please visit http://bit.ly/PodLegends153

If you have any questions about this episode, one-on-one coaching or any of my group coaching programs, please send me an email at [email protected], and we can arrange a quick ZOOM call.

If you're interested in watching the UNCUT video of this particular episode, you can visit my Youtube channel, Tyson E Franklin - Podiatry Business Coach and please SUBSCRIBE, so you're informed whenever a new video is released.

If you're looking for a Competitive Advantage over other podiatrists in your area, please visit my EVENTS PAGE, and consider joining my next group coaching program, the 12-Week Podiatry Business Reboot or join the Podiatry Business Owners Club on Facebook.

Dr James Kent is a Native Texan and the owner of East Texas Foot & Ankle Centres. He believes if you want to have a successful podiatry business, the earlier you start, the better, and there are also three key ingredients: young, poor, and single.

When you're young, you have endless energy. When you're poor, there's only one way up, and if you're single, you have time on your side and fewer commitments.

In this episode, we discuss:

• Having good mentors.
• The benefits of being young, poor and single.
• Why not everyone should work for themselves.
• Finding what makes you happy.
• Goal setting.
• Why you need to be constantly planning and adjusting things as you go.
• No harm in lofty goals, and it's okay if you don't make it.
• Podiatry can be positive or negative, and it's all up to you to decide which it will be.

"Most people that work hard also do well in business".

Using Youtube

Dr James Kent has created a very successful Youtube channel, Tyler Foot Clinic, and he uses it to promote his podiatry business; when people ask him, James, what do you do, he can direct them to his YouTube channel.

Currently, his channel has over 12,000 subscribers. Using YouTube allows his patients to see behind the scenes of his business, helping them get to know, like, and trust him.

Final Tip

Read the book, The Millionaire Next Door

If you have any questions about this episode, one-on-one coaching or any of my group coaching programs, please send me an email at [email protected], and we can arrange a quick ZOOM call.

If you're interested in watching the UNCUT video of this particular episode, you can visit my Youtube channel, Tyson E Franklin - Podiatry Business Coach and please SUBSCRIBE, so you're informed whenever a new video is released.

If you're looking for a Competitive Advantage over other podiatrists in your area, please visit my EVENTS PAGE, and consider joining my next group coaching program, the 12-Week Podiatry Business Reboot or join the Podiatry Business Owners Club on Facebook.

Like many other service-based businesses, podiatry is offering or should I say, selling something that cannot be seen; a consultation is basically invisible. So how do you market something invisible to make it more visible?

A podiatry visit is intangible, you cannot see it, feel it or smell it and I know some podiatrists do sell products, like strapping tape, creams and other small items, but before a patient even knows you sell these items, they need to make a decision to see you first.

When you buy a new television you can see exactly what you're getting, and if it stops working, you contact the seller and it is sent back to the manufacturer.

The manufacturer is a complete stranger and you don't know who they are, and you do not care; there's no personal connection between you and the product.

Most big-ticket items will come with a warranty, which makes the replacement process easier and also the purchasing decision less scary.

I remember buying a television once and the selling point for me was not the price, it was the five-year warranty. You know if you buy it and it does not work properly or as described you can easily replace or return it.

But this is not the case with a service.

You cannot replace a service. You cannot say, sorry, I wasn't happy with the service you sold me, can I get a new one.

when you provide a service it is extremely personal.

When a patient comes to you for advice and treatment, you will spend a certain amount of time with them, face to face, and more often than not they will return for a number of visits.

So, if your advice fails to meet their expectations, it can become very personal, quite quickly.

A patient can easily evaluate two televisions, look at all the features on offer, how it looks and feels and even compare warranties, and then make an educated decision.

But how do they compare two podiatrists?

How does a patient compare two podiatrists who are both offering a podiatry service, a service you cannot see, feel or touch?

It's a good question and one you need to be able to answer, otherwise, your business may be overlooked.

But I think I have a solution you can use. You need to know how to market your services properly.

Here's my three-step process:

1. You need to understand who your ideal patient is.

This is paramount and it's a topic I've mentioned on other podcast episodes, in my marketing workshops and will be covered in depth at the 3-Day Marketing Retreat in Cairns.

Why is this important?

When you know your ideal patient and you know where they hang out, you will spend far less on marketing because you know where they are.

It's like going fishing. If you want to catch a reef fish, you go to the reef, you don't go to a freshwater stream. It may still be water and there may be some fish, but it's not the fish you're chasing.

2. You need to understand what fears, concerns and pain point your ideal patient is facing on a daily basis.

You need to understand how their foot problem is impacting their lives and the people around them.

Most patients will see a podiatrist because they have pain in their feet and ankles, and even though orthotics, shockwave therapy, stretching and rehab may be part of their long-term treatment plan…this is not what they came in to buy and it shouldn't be what you are selling.

You are selling is pain-relief.

You're selling a vision of the future of being able to walk the dog again pain-free or run around with the kids in the local park and enjoying a long healthy life.

If you think again about a person buying a television. They're not just buying a TV, they're buying enjoyment and entertainment, and maybe a cinema experience.

But what could be some of the fears and concerns when buying a TV. Some televisions are huge, so if the salesperson offered free delivery, set up, and a warranty that included pick up, I'd say it would put most fears and concerns to bed.

Imagine an elderly person with no family living close. Do you think getting it installed, and returned if there's a problem, would be a great selling point, and would they pay a premium for this?

Here's the point: Address the patients concerns and you'll be able to guide them towards the treatment plan you think is best, and you'll do it much easier. You may also find you can increase your fees and they will not complain.

Which leads onto the third and final step?

3. Think about your ideal patient, consider their fears, concerns and pain points and then offer solutions in all your marketing.

Answer the questions that you know they are searching for online. Patients with heel pain are searching for solutions to heel pain, they're not searching for anything else, so if you want more heel pain patients you need to mention heel pain in your marketing.

If you can follow these three steps, it will definitely be a step in the right direction to becoming far more visible.

If you have any questions about this episode, one-on-one coaching or any of my group coaching programs, please send me an email at [email protected], and we can arrange a quick ZOOM call.

If you're looking for a Competitive Advantage over other podiatrists in your area, please visit my EVENTS PAGE, and consider joining my next group coaching program, the 12-Week Podiatry Business Reboot or join the Podiatry Business Owners Club on Facebook.

Have you ever stopped and considered what good podiatry is? Is it having more podiatry knowledge, or is it having more tools in the toolbelt and not being a one-trick pony when it comes to treating certain foot problems?

Jonathan Small is a UK podiatrist. In the episode, Jonathan and I discuss what we think good podiatry is and why you should be striving to become a better podiatrist; it's good for the patient, and it's good for the podiatry profession.

We also discuss:

• The mother or child test and best level of care.
• Why treating a patient with an orthotic may not be the best option.
• Teaching patients how to do things at home and taking responsibility for their own health
• Why YOUR BEST may not always be the best for the patient.
• Know your limitation and know when to refer to another podiatrist.
• Managing your diary is part of RESPONSIBLE PODIATRY and being a good podiatrist.
• Saying you're booked out weeks ahead is not good podiatry for your patients that are in pain.

"When the image of podiatry improves, so will the perception of podiatry".

Seven Steps to Follow

1. Know your limitations
2. Refer on when necessary
3. Build network links
4. Treat ethically
5. Manage patient expectation
6. Provide the most accurate and up to date unbiased information available
7. Carry out safe treatment

If you have any questions about this episode, please send me an email at [email protected], or you can connect with Jonathan at Health First Foot & Gait Clinic.

If you want to learn more about Jonathan's short 2-hour course, follow this link to FOOT VALUE.

Jonathan's previous episodes:

Ep 006: Work Smart, Not Harder

Ep 044: Podiatry Success Is A Mindset

Ep 081: Don't Live In The Land of Low Fees

Ep 096: Fear & Comfort Zones

Ep 122: Foot Value

Also, if you want to know more about one-on-one coaching or any of my group coaching programs, please send me an email at [email protected], and we can arrange a quick ZOOM call.

If you're interested in watching the UNCUT video of this particular episode, you can visit my YOUTUBE Channel, Tyson E Franklin and please SUBSCRIBE, so you're informed whenever a new video is released.

If you're looking for a Competitive Advantage over other podiatrists in your area, please visit my EVENTS PAGE, and consider joining my next group coaching program, the 12-Week Podiatry Business Reboot or join the Podiatry Business Owners Club on Facebook.

In the podiatry profession, we've always had podiatrists that have gone out there and made things happen, the action takers, the doer's, the VITAL FEW, the ones that are shining a light for others to follow; however, we've also had the whingers and complainers, the one referred to as the TRIVIAL MANY.

Where do you sit on this topic?

More detailed notes are on my website https://www.tysonfranklin.com/.

If you're looking for a Competitive Advantage over other podiatrists in your area, please visit my EVENTS PAGE, and consider joining my next group coaching program, the 12-Week Podiatry Business Reboot or join the Podiatry Business Owners Club on Facebook.

Bronwyn Cooper is the owner of Dr Foot Solutions in Drummoyne, NSW. She is a pain podiatrist, a clinical educator and a consultant in clinical applications of footgear, Barefoot Science orthoses and medical laser/photobiomodulation.

Bronwyn likes to ask the question, "what if you didn't need to keep the foot continually guided and splinted in its direction of movement. It should be about creating instability under the foot initially, resulting in increased stability through increased firing and strengthening of muscles."

In this episode, we discuss:

• New Trends - Sensomotoric and Neuromuscular orthotics and why these are better?
• Is support of the foot killing feet?
• What if the best orthotic is the sole of some shoes, not the in-shie device?

If you would like to connect with Bronwyn, you can find her at Dr Foot Solutions.

If you have any questions about this episode, one-on-one coaching or any of my group coaching programs, please send me an email at [email protected], and we can arrange a quick ZOOM call.

If you're interested in watching the UNCUT video of this particular episode, you can visit my YOUTUBE Channel, Tyson Franklin and please SUBSCRIBE, so you're informed whenever a new video is released.

If you're looking for a Competitive Advantage over other podiatrists in your area, please visit my EVENTS PAGE, and consider joining my next group coaching program, the 12-Week Podiatry Business Reboot or join the Podiatry Business Owners Club on Facebook.

In my opinion, email newsletters are one of the best ways to stay connected with your patients and one of the cheapest ways to share your marketing message. 

In this episode, I discuss:

• Open rates and click-through rates. 
• Why engagement rates mean more than open rates.
• Why I decided to produce a newsletter three times per week.
• Why it's a great marketing tool.
• Don't use clickbait.
• Six Newsletter Tips: 
  1.  Keep it focused – have a purpose for doing the newsletter.
  2. Don't overcomplicate it; instead, keep it simple.
  3. Add community news; it shows you're connected. 
  4. Share third-party content – Wine and rum reviews and what other local businesses are doing in your area.
  5. Trending topics – what's hot right now, especially in sport. 
  6. Be consistent – Same time each week or month. Some patients will look forward to your content. 

Do you want to make more money and work fewer hours?
If you do, please send me an email at [email protected], and we can arrange a quick ZOOM call and discuss what you need.

Youtube 

If you're interested in watching the UNCUT video of this particular episode, you can visit my YOUTUBE Channel, Tyson Franklin, and please SUBSCRIBE, so you're informed whenever a new video is released. 

Dr Colin Dombroski has a PhD in Health & Rehabilitation Science and has spent the last 20 years loving every day as a Canadian Certified Pedorthist. His research has helped him understand patients can receive positive results from many different types of orthotics; there is no one right way.

He has treated everyone from Bad Ass Olympians to Octogenarians with arthritis, and he uses his experience as a researcher, speaker and writer to help them back to their feet.

In this episode, we discuss:

• Why he chose to become a pedorthist and not a podiatrist.
• Why do we see irregular feet with zero problems and so-called normal feet with multiple problems?
• Making different orthotics yet getting positive results.
• Orthotic adjustments and patient psychology.
• We should be questioning what we are doing.
• Finding the WHO's to allow you to do the HOWs - you don't have to be the leader in your business.
• Different casting modalities and the results from research - it's not the modality; it's what you do with it that counts most.

Big Tip:

Be open to the idea of adjusting your orthotics as much as your patient needs them adjusted.

"Half of everything we're going to be taught in school will be proven to be wrong in ten years. The question is, your professors don't know which half"

If you have any questions about this episode, one-on-one coaching or any of my group coaching programs, please send me an email at [email protected], and we can arrange a quick ZOOM call.

If you're interested in watching the UNCUT video of this particular episode, you can visit my YOUTUBE Channel, Tyson Franklin and please SUBSCRIBE, so you're informed whenever a new video is released.

If you're looking for a Competitive Advantage over other podiatrists in your area, please visit my EVENTS PAGE, and consider joining my next group coaching program, the 12-Week Podiatry Business Reboot or join the Podiatry Business Owners Club on Facebook.

Prejudging patients cost your business a lot of money, and as the business owner, it's crucial to make sure your team is trained to not fall into this trap of prejudgment.

In this episode, I tell the story of two patients I saw, one after the other, and how they responded positively and negatively to the treatment plan I presented to them. I was shocked.

These two patients taught me never to prejudge my patients again, except if they arrive with bare feet...then that's a different story altogether.

If you have any questions about this episode, one-on-one coaching or any of my group coaching programs, please send me an email at [email protected], and we can arrange a quick ZOOM call.

If you're interested in watching the UNCUT video of this particular episode, you can visit my YOUTUBE Channel, Tyson Franklin and please SUBSCRIBE, so you're informed whenever a new video is released.

If you're looking for a Competitive Advantage over other podiatrists in your area, please visit my EVENTS PAGE, and consider joining my next group coaching program, the 12-Week Podiatry Business Reboot or join the Podiatry Business Owners Club on Facebook.

If you're receiving all your business education and inspiration from within the podiatry profession, you could be missing out on some great opportunities. This episode is all about looking outside the podiatry profession and learning from other professions, businesses and industries.

Today, I am joined by Dr Jessie Green, the author of Retention - How to Plug the #1 Profit Leak in Your Dental Practice.

Dr Jesse Green is also the owner of one of the most successful dental coaching companies in Australia, the Savvy Dentist, so his knowledge in all aspects of business is highly regarded and sort after.

In this episode, we discuss:

• Learning from other professions and why.
• Why most health businesses are very similar.
• Asking the question, "how can I make that relevant to me, and how can I be different to everyone else"?
• What does a VIP service look like?

Facebook Groups

On Facebook, every profession will have multiple Facebook groups, and you'll find most of them are saying the same thing and giving the same advice. Very few step outside what is expected, and over time they become very vanilla.

Is Your Business Talk-Worthy?

What do you do that makes people talk about your business when they leave? Is there something about your business that is unique or different?

When patients are asked about their day, will their visit with you be talk-worthy?

Love & Hate

When you visit other businesses, pay attention to what you love and what do you hate. With what you love, can you make it work in your business and with what you hate, make sure you're not doing this yourself.

Disneyland

If you're going to look outside your industry, look at organisations that are very successful at what they do, such as Disneyland.

Ask yourself, "what would Disney do"?

Book Recommendation: Be Our Guest: perfecting the Art of Customer Service.

It Takes Courage

If you're a little apprehensive about making a change, that's normal. It takes courage to make the changes you know you need to make.

But, you can always change back if it doesn't work for you. Changes are never set in concrete.

"A good idea at the wrong time is still a bad idea" - Dr Jesse Green

Know Your WHY

It will help if you keep reminding yourself why you're doing what you do because it can be easy to get bogged down in the day to day grind and lose sight of this.

The power of WHY - It's the fuel that keeps you going

Final Tip:

Always be looking around you and observe what you like and what you don't like and keep asking. "how could I apply that in my business"?

If you have any questions about this episode, one-on-one coaching or any of my group coaching programs, please send me an email at [email protected], and we can arrange a quick ZOOM call.

If you're interested in watching the UNCUT video of this particular episode, you can visit my YOUTUBE Channel, Tyson Franklin and please SUBSCRIBE, so you're informed whenever a new video is released.

If you're looking for a Competitive Advantage over other podiatrists in your area, please visit my EVENTS PAGE, and consider joining my next group coaching program, the 12-Week Podiatry Business Reboot or join the Podiatry Business Owners Club on Facebook.