Podiatry Marketing

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

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss how clinics can prepare for the Q4 “deductible season,” when patients who deferred care earlier in the year may say yes once deductibles are met or benefits are about to reset.

Jim outlines a five-part playbook: explain the deductible math patients often overlook, pull a list of deferred patients already in your EMR, send one clear recall email (with deadlines and capacity expectations), change ad messaging without necessarily increasing budget, and drive traffic to a dedicated landing page (not the homepage) that explains end-of-year benefits and answers common questions. They also stress preparing staff for increased inquiries and avoiding last-minute December demand that can create negative sentiment or reviews.

✉️ Contact: [email protected]

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

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss using clinical receipts as an underused marketing tool in a podiatry clinic. Tyson explains that receipts already have unused space, so clinics can add one short, clear, memorable message to educate patients about services they may not know you offer (e.g., children’s foot care, running assessments, shockwave therapy), avoiding confusing “catalog-style” lists.

He recommends rotating the message like a mini campaign—typically running proven messages for 6–8 weeks and testing new ones for at least two weeks—adjusting quickly if there’s no traction, and only promoting services you want to grow.

They also suggest using color printing to grab attention, promoting specials on retail products, reinforcing the clinic website look, and applying the same idea to invoices, appointment cards, emails, treatment plans, and packaging, emphasizing consistency once you start.

✉️ Contact: [email protected]

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

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss why untrackable marketing still matters for podiatry practices, explaining that Google Ads often get credit through last-click attribution even when earlier touches (referrals, signage, sponsorships, videos, word-of-mouth) created the preference.

They define brand as the five or six things people associate with a clinic, not just logos and colors, and stress the value of niching (being known for one thing) and maintaining visual and verbal consistency across the website, Google Business Profile, signage, uniforms, stationery, and phone scripts. They warn that frequent rebrands reset recognition and that consistency builds trust. To gauge brand impact without a dashboard, they suggest watching direct name searches, hearing “I’ve heard of you,” lower cost per patient over time, and asking new patients why they chose the clinic over others.

✉️ Contact: [email protected]

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

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss how podiatry clinics can use promotional products as a strategic marketing tool, not generic swag. They emphasize starting with a clear goal (brand awareness, loyalty, referrals, niche services, or conversation starters), choosing useful, good-quality items that people keep, and avoiding cheap products that get thrown away or create negative associations.

They suggest selecting items that travel outside the home (bottles, towels, caps, socks, bags) to increase visibility, using clever wording and designs to spark conversations, reinforcing patient education with tips printed on items, tailoring products to patient niches (runners, kids, older patients, orthotic and pain patients), and remembering professional referrers with high-quality gifts. They also recommend leveraging community events and measuring value beyond cost per item by choosing products people would hate to lose.

✉️ Contact: [email protected]

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

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss why attending in-person podiatry conferences matters beyond earning CME, arguing that the real value comes from hallway and dinner conversations, benchmarking your practice against peers, and building relationships that lead to better clinical and business decisions.

Jim shares insights from the APMA National Conference, emphasizing that the visible cost of attending often outweighs the “invisible” long-term cost of skipping, including missing what colleagues are charging, solving problems others have already solved, and falling behind on new standards like shockwave. They cover how conferences reduce owner isolation, how hiring associates often starts years before a job ad through networking, and why you should go with a plan, connect with strangers, and follow up within seven days to make the trip pay off.

✉️ Contact: [email protected]

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

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin share 15 ways to become known for a niche podiatry service, including choosing one problem to own, crafting a simple, clear message, educating constantly through content and newsletters, and building a website around patient-searched problems and symptoms.

They recommend creating a named “signature process,” collecting success stories via reviews and case studies, seeking speaking opportunities, and building referral relationships by being specific about who you help. They emphasize aligning all branding and imagery with the niche, creating helpful resources, showing up where ideal patients gather, staying consistent over time, delivering an outstanding patient experience, owning the local area first, and never stop learning so your expertise stays ahead.

✉️ Contact: [email protected]

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

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss practical ways to improve a podiatry practice website for AI-driven search results from tools like ChatGPT, Claude, and Google Gemini.

Jim outlines five key actions: confirm your site isn’t blocking AI crawlers via security services like Cloudflare or restrictive hosting settings; build content around real patient questions (especially cost, timelines, recovery, and insurance) rather than just condition labels; answer FAQs immediately in the first two sentences and include specific numbers to avoid vague marketing copy; ensure consistent information across your website, Google Business Profile, Bing listing, and other platforms to prevent AI from using outdated details; and run a monthly check by asking AI 10 common patient questions to see which sites are cited and use that as a to-do list for improvements.

✉️ Contact: [email protected]

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

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss how understanding patient search behavior outperforms “fancy” marketing as platforms shift from Yellow Pages to Google and increasingly AI tools like ChatGPT and Claude. They emphasize that patients search for relief (heel pain, fungal nails, injuries) rather than “a podiatrist,” so clinics should lead with problems and outcomes, not titles or treatments.

Key points include competing for attention when intent is high, prioritizing intent over raw traffic, making messaging feel highly relevant in search results, marketing problems before treatments, and preparing for AI-driven recommendations by creating clear, human-friendly website content. They also note AI rewards clarity, authority signals like reviews, and educational content, as well as a consistent online presence. The episode closes with resources at tysonfranklin.com, podiatrygrowth.com, and a free practice visibility scorecard at https://podiatry.marketing, plus a preview of deeper AI discussion next week.

✉️ Contact: [email protected]

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

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss why most organic social media (Facebook/Instagram) is no longer worth a clinic’s time due to extremely low reach, and why practices should stop paying for generic holiday posts that don’t drive patients. Jim argues the one organic channel worth focusing on is Google Business Profile (GBP) Posts, because they appear where patients compare providers during local searches and help build trust with timely, relevant updates.

They cover what to post (services, common conditions, new staff/equipment, community involvement, educational Q&As), basic best practices (clear images, short copy, call-to-action buttons, skip hashtags, schedule posts in advance), and how to repurpose existing blog content and use AI tools like Gemini/ChatGPT. They also mention the free practice visibility scorecard at podiatry.marketing.

✉️ Contact: [email protected]

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

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss how culture can be a practice’s best marketing strategy, using widely shared World Cup stories of Japanese fans cleaning stadiums and Japanese players leaving spotless dressing rooms.

They outline five lessons: marketing is what happens when nobody is watching (patients judge cleanliness, smells, staff behavior, and details like parking); consistency creates trust (predictable experiences build brands and inconsistency is noticed); little things become the big story (small, unexpected touches like follow-up calls, remembering names, and helping patients create shareable experiences); internal culture becomes external marketing (team pride and care drive return visits beyond advertising); and leave everything better than you found it, referencing the New Zealand All Blacks’ “sweep the sheds” and “no dickheads” standards. They conclude that reputation travels faster than advertising and referrals come from demonstrated care.

✉️ Contact: [email protected]