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

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 and 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 likely that most of the medical decision-making that affects this young generation is determined by their parents. 

What's the Purpose of Using TikTok

• It's very unlikely that this channel will generate patient appointments
• So TikTok is primarily for influencer/affiliate marketing or selling goods/services to your fellow podiatrists

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://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 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 does it give your marketing a clear direction (Set in Sand)

This time, we go 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 the teacher 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 

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

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:

1. An opportunity to get to know the provider & staff -> determine “fit" before ever stepping foot in the clinic
2. Get a clearer understanding of the value and results delivered to others via reviews and testimonials
3. 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 efforts/relationships/problems
3. Assessment of what's working and not working with the current online presence -> website, ads, socials
4. Local competitor analysis 
5. Identify the biggest opportunities -> implement solutions that provide the best  bang for the buck 

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://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

"A nose that can hear is worth two that can smell," is a phrase coined by negotiator Herb Cohen.

Being different—unusual, weird, memorable—can be more effective than being qualified. Let us tell 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 websites after boring clinic websites. 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 

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

The 7 common podiatry marketing mistakes we discuss include:

1. Not taking time for self-reflection. Also known as, trying to be everything to everyone.
2. Making your marketing about you and not the benefits you provide patients 
3. Jumping in without a clear plan & accountability system 
4. Going in too many directions - lack of focus & chasing bright shiny objects
5. Insufficient budget - unable to break the threshold  
6. Lack of review and assessment to double down on what's working
7. Inconsistency 

To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://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

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 & Condenser) - we used the Shure MV7
• Lapel microphone
• Apple headphones

2. Other equipment

• Editing & recording software
• Recording apps on a 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 

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

There are many ways to grow your podiatry practice through podcasts. Tyson Franklin and Jim McDannald, DPM, discuss 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 

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

Tyson Franklin & Jim McDannald, DPM, walk you through the basics and best practices of headlines. 

The purpose of a good headline is to quickly determine whether a patient is a good fit for your business. Here are a few of the topics discussed:

1. Where should you be using headlines? - Blogs, Social Media Posts, Subject lines in emails, Newsletters, Marketing & Advertising. 
2. Numbers make your headline more catchy: 7 Ways to...
3. Use Engaging words: Reasons, Tips, Secrets, Hacks
4. Use Short-Cut Words: Easy, Simple
5. Trigger Words: How, Why, What, When
6. Create Intrigue: Myths, Lies, Proven, 
7. Use Emotion: Guarantee, Fun ways to..., Premium
8. 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 

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

Today, we chat about how Jim went from never really imagining that he'd ever want to speak in public to the stage. And finding 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 the potential audiences who 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 

📊 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 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, and so on. 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