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

Many podiatry clinic owners view their marketing budget as a cost. With little understanding of the awareness generated or the return on investment it creates, it feels like a number that should be lower. But by understanding your current practice stage and the value of a solid marketing plan, you'll be better positioned to determine the right budget for you and your practice.

In this episode, we'll discuss the concepts of:

• DIY vs. Delegate
• Time vs. Money
• Put some real numbers for monthly marketing budgets that make sense and drive awareness of the foot and ankle care you provide.

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

So what's verbal marketing? It's any form of marketing that involves you opening your mouth and talking. 

This includes networking to build long-term relationships. We're not talking about transactional, superficial relationships. You want to develop long-term, win-win partnerships. But how do you get started? 

Here are a few ways that we'll discuss in today's episode:

• Networking Events (Free & Paid)
• Public Speaking Opportunities. 
• Local Tradeshows and Expos
• Elevator Speech 
• Podcasting and Guest Podcasting 

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

Why is Email Marketing the best ROI of any marketing channel

• Internal vs External
• You own this list, not Google or Facebook, which will hold you hostage
• Less than $200 per month for the software

Learn all the Do's/Don'ts

• Do ask for permission
• Don't spam
• Do create something helpful and valuable content
• Don't shill too much or hammer "Make Appointment Now" call to actions
• Do use patient testimonials & social proof
• Don't assume patients know all the care you provide

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

What's the difference between internal and external marketing?

Internal is focused on your existing patients, whereas external encompasses everything you do to attract new patients. From the time you leave your house until you get home, you should be aware that you're marketing your business.

•  Be aware of everything you do, say, and who you interact with. 

Where to get started:

• The importance of gaining awareness for your brand and clinic
• Have work shirts. No one asks you foot questions when you wear your NIKE shirt 

External Marketing can be EXPENSIVE, especially if you make mistakes. 

•  Newspapers (position, readership, so many factors)
•  Magazines
•  Media Releases & Editorials 
•  Television and Radio
•  Sponsorship
•  Beware of sharks

Remember 

• Your external marketing influences the other three marketing pillars. 
• Your referrers and current patients also see your external marketing, so make sure it is always ON BRAND.

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

LinkedIn can be a great way to display your expertise and network with both podiatrists and non-podiatrists. Today, Jim and Tyson get into the details of LinkedIn:

• What is LinkedIn for?
• What should you do on LinkedIn?
• Paid vs. Organic
• Ways to build your professional network
• Display your expertise to others in your local area
• Engage with a potential referral network
• Don't sell or be too pushy; provide value

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 and Jim McDannald discuss ways you can make patients aware of all the great foot and ankle care you provide.

Some of the topics discussed include:

• Patient info folders and brochures
• We’re on Facebook 
• Patient Receipts
• Newsletters
• Email database
• Reactivating patients

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

Google and online reviews are an immediate and authentic way to build your practice. A high star rating and the number of positive reviews help set your clinic apart from others in your local area. In this episode, we discuss:

• Why are online reviews important?
• How to ask for an online review?
• Which platform is best to start on?
• When to switch platforms?
• How to create a system of gathering reviews
• Share some concrete examples of how to solicit reviews (in locations where it's allowed)

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

Examples of Non-Professional Referrers who can have your business cards, clinic info brochures and help raise awareness of your practice include:

 - Shoe stores
 - Sport stores
 - Pharmacies
 - Gyms
 - Massage Therapists
 - Health food stores
 
Don't limit yourself to the obvious - think outside the box.
 - Real Estate offices (new people moving to town)
 - Hotel & Motels (be added to their directories)
 - Legal and Financial businesses (Referrals and paid talks)
 - Coffee Shops: Big Opportunity - 1) Sponsor Coffee, 2) Voucher for patients.

Treat them as well as your professional referrers
 - Add them to your database
 - Send them your newsletter
 - Give them bottles of wine
 - Invite them to lunch, dinners, and info evenings

Important to note with shoe stores
 - More than likely, they already work with another podiatrist in the area, so don't immediately give them bundles of business cards, brochures, etc., until you establish a bit more of a relationship.
 - Don't be afraid to ask them, "Who do you currently refer to?"
 - If they say no one, OFFER in-house training, etc.
 - If they decline, they are more than likely to work with a podiatrist already.

Most importantly, these relationships need to be reciprocal, not one-way. Focus on creating value for them as well and make it a win-win.

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

Facebook and Instagram are engaging channels and opportunities to gain awareness about the foot and ankle care you provide. In this episode, we discuss best practices for creating a sustainable social media system. 

• What is Facebook & for?
• Staying consistent with style/branding
• What type of content should you publish?
  • Partnerships
  • Highlight staff
  • Community
• Common mistakes

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 few of the topics we discuss include

• How to define a Professional Referrer?
• Understand Professional Referrers' referring habits 
• Knowing that your professional referrers see the same marketing as your patients.
• Maintaining the relationship is up to you. 
• The benefits of personal visits
• And a whole lot of other valuable tips and ways of providing value to your professional network of referrers 

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