📊 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]

📊 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 asking better questions in and around the clinic drives trust, better care, and practice growth more effectively than relying only on online marketing. They explain that patients often leave not because of clinical skill but because they don’t feel heard, and that curiosity and follow-up questions build stronger doctor-patient connections than lecturing or rushing to a diagnosis.

Drawing on examples from personal experiences, The 40-Year-Old Virgin, and concepts from the book Give to Grow, they outline how patients may need technical advice, emotional support, or strategic guidance—and one extra question helps identify which. They also connect curiosity to marketing through front desk calls, referral relationships, and online interactions, and describe a “follow-up question flywheel” that boosts retention, reviews, and referrals without increasing ad spend.

✉️ 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 marketing must continue even when a clinic is busy and well-known, using a debunked Coca-Cola advertising myth to highlight that people buy from businesses they remember, not just ones they know. They explain that consistent visibility protects “mind share” from competitors and prevents clinics from being forgotten, and warn against “helicopter marketing,” where clinics only promote when bookings drop.

Tyson frames marketing as both growth and defense, urging practices to “dig the well before you need the water” by staying proactive with newsletters, Google reviews, useful content, website updates, referrer thanks, patient education, short videos, and community speaking. They conclude that the goal is to be unforgettable and share where to get coaching and marketing help at tysonfranklin.com, podiatrygrowth.com, and 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 the gap between how podiatrists think they rank on Google and what patients actually see when searching terms like “podiatrist near me” from different locations.

They explain their free Practice Visibility Scorecard (available at podiatry.marketing), which includes a visibility map showing where a clinic appears in Google’s top results, a “share of local voice” metric, and a 100-point score across six categories: website, Google Business Profile, local rankings, reviews, content, and patient engagement. They also cover demographic overlays to identify higher-income areas suited to fee-for-service offerings and a competitor reality check that reveals who dominates local map visibility. Jim notes the report is manually reviewed and designed to provide actionable baseline data.

✉️ 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 podiatrists should “dig the well before you need the water” by building referral relationships long before a slowdown hits. They explain that many clinics network too late, that referrals are a byproduct of trust and consistent visibility, and that seasonality, weather, and economic shifts can create dry spells.

Key strategies include networking most when you’re busy to avoid desperation, diversifying referral sources instead of relying on one, giving before asking through helpful support and introductions, staying visible without being annoying, educating existing patients about all services so they refer, and building a strong reputation through community involvement, speaking, content, and excellent patient experiences. Their final takeaway: take small, consistent actions every week to build multiple “wells” that sustain the practice through tough times.

✉️ 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 podiatrists can use LinkedIn as a collaboration tool rather than a promotional megaphone, drawing on Tyson’s list of 26 podiatrists to follow on LinkedIn in 2026 and a companion PDF featuring responses from 20 of them.

They outline five practical ways LinkedIn can grow a practice: co-creating content instead of pitching (webinars, panels, podcast swaps, thoughtful commenting), building two-way referral networks across cities, countries, and specialties, recruiting or getting recruited through consistent posts and networking, turning vendor relationships into marketing leverage via outcomes and case studies, and forming a peer “brain trust” for major business decisions. They encourage listeners to make one concrete LinkedIn move this week and download the 2026 list via LinkedIn or podiatrygrowth.com.

✉️ 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 podiatrists often chase new patients while overlooking existing professional referrers, emphasizing that referrals are a transfer of trust. Jim shares a framework: from 100 referrers, 50% will never refer, 5% will refer immediately, and the key opportunity is nurturing the remaining 45% over time.

They outline 10 ways to strengthen referral relationships, including remembering referrals are earned, making referrers look good through excellent care, thanking people more often, closing the communication loop with updates, not only contacting referrers when you want something, understanding each referrer’s ideal patient, becoming a resource through targeted education, building personal relationships, tracking where referrals truly come from, and creating a referral experience patients talk about. They conclude that caring for current referrers can outperform paid ads over the long term.

✉️ 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 outline a five-part marketing plan to turn a $50K equipment purchase (such as a laser or shockwave) into a predictable investment by asking not “Can I afford it?” but “What plan pays it off in 12 months or faster?” They advise running the math backward to set monthly patient targets, then mining your existing patient database 30–60 days before the device arrives with multi-touch outreach and staff scripting.

They recommend building landing pages and ads around the condition and patient frustrations rather than the device name, activating local referral sources (PCPs, physios, athletic trainers, and even other podiatrists) with repeated outreach, and tracking cost per consult, consult-to-treatment conversion, and months to payback. They also note the need to budget for ongoing maintenance and replacement costs.

✉️ 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 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.

✉️ Contact: [email protected]