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Tyson E. Franklin and Jim McDannald, DPM
Conversations on building a successful podiatry practice with Tyson E. Franklin and Jim McDannald, DPM. Look for new episodes every Monday morning.
Total 153 episodes
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Goodbye 2002, Hello 2023
In this episode of the Podiatry Marketing podcast, we'll discuss some key takeaways from 2022 and what we can look forward to in 2023 when it comes to marketing your podiatry practice.First, we'll discuss some of the top podiatry marketing topics that have been relevant this past year and will continue to be important in the coming year. This could include things like digital marketing strategies, social media marketing, and how to effectively reach your target audience.Next, we'll be discussing how to create a marketing plan to improve your practice. We'll cover things like setting clear goals and objectives, identifying your unique selling points, and determining the most effective marketing channels to reach your target audience.Finally, we'll talk about the importance of determining if you're the right person to implement your marketing plan or if you should consider hiring an expert to partner with. We'll explore the pros and cons of each approach and provide some tips for making the best decision for your practice.So join us as we delve into the world of podiatry marketing and explore how to effectively market your practice in the coming year.To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
31:36
26/12/2022
Attracting More Right-Fit Patients
When you're ready to focus on a specific niche of patients or perform more of a specific treatment, it all starts with being deliberate about the path forward for the clinic. Once you know the direction you want to take, your practice, goals, and objectives can be created.So the first step is knowing what you want more of:Some self-reflection and look at the patient schedule of procedures/treatments you're currently performingCommit to exploring more ways of tapping into sources of that kind of careMarketingNetworking with other podiatristsNetworking with healthcare providersNetworking within your communityYou also need to know what you want less of:Different speed of moving away from that care doesn't have to be cold turkeyIf there's enough volume, you can bring on an associateMaybe you want to eliminate the insurance providers that are always rejecting your claims.To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
25:18
19/12/2022
Identifying Your Team's Superpowers
Every team member of a podiatry clinic has superpowers. As the practice owner, you are obligated to motivate and pull the best out of each of them. By doing so, your patients will notice and benefit from these efforts.Hidden vs. Happy Super Hero:Hidden Super Heroes are usually frustratedHappy Super Heroes, don't hide.Tasks that can be taught and delegated to your team:Blog WritingVideo editingAudio recordingGraphic design (Canva)Social MediaTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
23:33
12/12/2022
YouTube Marketing for Podiatrists
There are a few different ways that YouTube can be used to benefit your podiatry clinic:Host videos about the care you provide and embed them on your clinic websitePatient testimonials generate trust for you and your clinicYouTube is the 2nd largest search engine, so a good time and description can help your clinic rank for relevant diagnoses and treatmentsVideo advertising via YouTube is another opportunityAdditional revenue through affiliate marketing for those making consistent contentTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
20:44
05/12/2022
How to Market Your Orthotics
If every podiatrist makes orthotics, setting yourself apart and showing patients why they should choose yours is important. During this week's show, we explore the following questions that you can reflect upon:What makes your orthotic different?Do you use different materials?Do you use an exclusive laboratory?Do you provide a faster service/turnaround time?Are you cheaper or provide more value for less? Sounds like a small difference, but it's not.Do you have an orthotic specialty (pediatrics orthotics or sports orthotics)Do you have a particular skill set that translates into a better service?You cannot eat statusReputation alone is no longer enough.Why you need a good marketing strategy (not just tactics)Proarch Foot Support Story (We don't make orthotics)StorytellingHow will you share this story?To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
21:14
28/11/2022
The Benefits of Podcast Guesting
You don't need to start a podcast to reap some of the benefits they can provide.By guesting on the podcasts of others locally, nationally, or internationally, you can bring awareness to the foot and ankle care you provide. In this episode, we discuss:How to become a guest worth having & how to get invitedSimple tips to improve the audio quality without the need to buy expensive equipmentBuilding social proof and a trusted networkThe SEO and website traffic benefitsLocal visibility for the high level of foot and ankle care you provideThe best ways to promote your appearance benefit the host and your clinic. To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
24:19
21/11/2022
Using Canva in Podiatry Marketing
Canva is a low-cost graphic design platform that allows you to create your own creative and visual designs easily. . The app includes numerous free templates, which can be used to create:social media posts (FB, IG, LinkedIn, TikTok)presentations (Zoom Backgrounds)Videos (YouTube and Facebook)Invitations and postersInfographicsOther visual content used in all forms of marketing (Business Cards, Flyers, Newsletters)You can even upload your own photos and add them to Canva's templates. Tyson uses Canva for all my Podcast Show Tiles, Webinar graphics, Download Milestones, and Youtube Thumbnails. Canva comes with an extensive photo gallery, which is okay, but if choose to upgrade to the PAID version, it is even better. Benefits of the paid version:Unlocks far more stock images, videos, and templatesIncreased storage (1TB)Background removerCreate dedicated folders for specific projectsSchedule social media content to 8 platforms Most importantly, it allows you to introduce your own brand font, colors, and logos
20:26
14/11/2022
Why Low-Budget Marketing Providers Don't Generate Profits
In this episode, we help you understand the specific reasons why budget marketing services don't generate ROIMany clinics see marketing as a cost, not an investment in the future of their practice.6 Things to Consider When Assessing Your Options1. A lot of marketing providers don't know podiatry or spend the time necessary to learn the basics2. Lack of local exclusivity. Most marketing agencies will take on multiple clinics in the same region. This causes a conflict of interest and a lack of results.3. A focus on low prices will lead you astray. Low-cost providers can't create a customized online presence that is indistinguishable from other podiatry clinics or spend the time to highlight the unique aspects of your practice.4. Low-cost providers focus on volume & copy/paste model -> can be very lucrative; cold calling & emailing5. Information asymmetry/Don't talk about the marketing threshold. You want someone who will have hard, honest conversations aligns with your interests, is trustworthy, and sets up relationships for long-term success.6. Understand the difference between Build and coast vs. Build and optimize. The former includes a lack of follow-up, reporting & experimentation; relying on inertia and lock-in factors to avoid switching costs.To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
24:46
07/11/2022
Using Audiograms As An Alternative to Video
If you're nervous in front of a camera, then maybe audiograms are the solution for you. What is an Audiogram? An audiogram is a video file that was created by combining a photo or graphic and an audio file (usually an MP3 or WAV file) Because social platforms only give the option of sharing photos or videos as posts, audiograms allow creators to reformat audio files into shareable videos - Because you cannot direct;y upload an audio file. How long is an audiogram?It can be any length, but most will be less than 60 seconds if they are used on Social Media platforms. Perfect for:Promoting a person, product, service, or condition (give examples) without the fear of being in front of the camera. Remember you can repurpose any audio (radio interviews, presentations - eg: Powell River)Software:1. Capture Audio: You can use any recording software. Phone: I use Voice Recorder Pro (free)Desktop: I use Adobe Audition, but you can use Audacity (free)2. Edit or trim your AUDIO (same programs above)3. Create your artwork using Canva. You could use an unedited photo; however, you always want your logo/brand on everything. 4. Combine Audio and Graphics using Headliner or Clipscribe. Audiograms can be used on:Social Media PlatformsYour WebsiteEmail Newsletters - basically anywhere you could currently use a video. To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
25:55
31/10/2022
Is TikTok Marketing for Podiatry Successful?
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 1997-2012 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 HypeStart with the basics: Brand/Logo; Website; Local SEO, and Google Search AdsIf you have enough time or budget, then you can experiment with organic content on Facebook...TikTok, InstagramKnow Your Ideal PatientsIf 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 like that most of the medical decision-making that affects this young generation is determined by their parents. What's the Purpose of Using TikTokIt's very unlikely that this channel will generate patient appointmentsSo TikTok is primarily for influencer/affiliate marketing or selling goods/services to your fellow podiatristsTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
23:03
24/10/2022
Marketing Timeframes
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 it gives your marketing a clear direction (Set in Sand)This time we go in 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 teach promotion (4,6,8-weeks)Consistency works - Eg: Golden Drop Winery Don't change your message too often:ConfusingNeeds 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
19:38
17/10/2022
How a Marketing Audit Can Bolster Your Clinic's Profit Margins
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:An opportunity to get to know provider & staff -> determine “fit" before ever stepping foot in the clinicGet a clearer understanding of the value and results delivered to others via reviews and testimonialsIt'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 efforts2. Understanding of previous marketing efforts/relationships/problems3. Assessment of what's working and not working with the current online presence -> website, ads, socials4. Local competitor analysis 5. Identify 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
22:25
10/10/2022
A Nose That Can Hear
"A nose that can hear is worth two that can smell," is a phrase coined by negotiator Herb Cohen.Being different—unusual, weird, memoriable—can be more effective than being qualified. Let us tell to 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 website after boring clinic website. 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
21:14
03/10/2022
7 Common Podiatry Marketing Mistakes & How to Avoid Them
The 7 common podiatry marketing mistakes we discuss include:Not taking time for self-reflection. Also known as, trying to be everything to everyone.Making your marketing about you and not the benefits you provide patients Jumping in without a clear plan & accountability system Going in too many directions - lack of focus & chasing bright shiny objectsInsufficient budget - unable to break the threshold Lack of review and assessment to double down on what's workingInconsistency To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
30:04
26/09/2022
Podiatrist's Guide to Audio Equipment
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 & Condensor) - we used the Shure MV7Lapel microphoneApple headphones2. Other equipmentEditing & recording softwareRecording apps on phoneAudio hosts - You can just upload an audio file to social mediaAdding music - free music from YouTubeMarketing 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
26:13
19/09/2022
Unexpected Ways Podcasts Can Grow Your Practice
Different there are many different ways to consider growing your podiatry practice via podcasts. Tyson Franking and Jim McDannald, DPM go over some 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-locationPodcast GuestingLocalProfessionalOutsource the outreach/opportunity search to appear on podcastsPodcast Hosting & Producing- DIY- Outsource everything - production/editingTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
22:37
12/09/2022
Creating Headlines to Attract the Right Patient
Tyson Franklin & Jim McDannald, DPM walk you through the basics and best practices of headlines. The purpose of a good headline is to quickly qualify a patient if a patient is a good fit for your business. Here’s a few of the topics discussed:Where should you be using headlines? - Blogs, Social Media Posts, Subject lines in emails, Newsletters, Marketing & Advertising. Numbers make your headline more catchy: 7 Ways to...Use Engaging words: Reasons, Tips, Secrets, HacksUse Short Cut Words: Easy, SimpleTrigger Words: How, Why, What, WhenCreate Intrigue: Myths, Lies, Proven, Use Emotion: Guarantee, Fun ways to..., PremiumUse Urgency & Relevancy: Today, Now, FastTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
24:11
05/09/2022
How Public Speaking Can Transform Your Practice
Today, we chat about how Jim when from never really imagining that he'd ever want to speak in public to the stage. And how to find 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 all the potential audiences that would be more than happy to learn from you locally and worldwide.LocalPatientsRelated businesses Other health care providers Podiatry colleaguesRegional/National/International Medical companies Health care providers Podiatry colleaguesTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
26:12
29/08/2022
Understanding the Levels of Marketing
In this week's show, we dive into the Three Levels of Marketing:Meta LevelStrategic LevelTactical LevelWhen 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, etc. 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
23:12
22/08/2022
The Pros and Cons of Website Chatbots
There's no shortage of plug-ins and features that can be added to podiatry clinic websites. Chatbots are presented as an automated solution to answer patient questions, and schedule appointments, but is it really that easy?This week Tyson and I discuss podiatry clinic website chatbots. Are these helpful ways to engage prospective patients or just another pop-up that people ignore? Is there a specific demographic of patients that want to interact with your clinic without a phone call or form fill? We'll touch on those topics and more this week.To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
16:27
15/08/2022
Creating a Yearly Marketing Roadmap
It might appear daunting at first glance, but creating a marketing roadmap for the next 12 months can benefit your practice and your patients.It's about developing a strategy for the year and breaking it down into bite-size chunksGives you direction without too many specifics...set in sand instead of set in stone.You can add and remove ideas, etc. without any repercussionsThere's seasonality for the profession, so it makes sense to break it down quarterly (seasons of the month)Weeks and months are too short for gaining real traction and feedback on your efforts.Different activities and weather conditionsAt present, it's August, the last month of winter in Australia in the US, UK, and Canada it's....?Some examples of themes or narratives to build your marketing off of include:Monthly Focus on specific marketing pillarsCommencement of specific sportsUpcoming events throughout the yearMajor Events (Olympics)Interests you have (Running, Fungal Nails)Back to SchoolTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
19:55
08/08/2022
The Value of Patient Onboarding & Intake Forms
The way you ask for patient information and the options you provide says a lot about your podiatry practice. Even before they step foot inside your clinic, the patient intake forms and the method you collect that information are opportunities to begin an excellent patient experience.If the experience is bad, it reflects negatively on your clinic and makes your staff less productive and efficient with their time. A smooth, user-friendly patient intake process can help set your clinic apart from the rest and reflect positively before and during the patient visit. Today, Jim McDannald, DPM and Tyson Franklin discuss:Part of the pre-clinic visit portion that sets expectationsForms: Patient History, HIPAA document, Payment PolicyWhy not to use a PDF or Word Doc downloadOnline Forms vs. Patient PortalsFlexibility and integration into website/socialsHIPAA compliancePatient convenienceTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
19:14
01/08/2022
Using QR Codes in Your Podiatry Clinic
The world is now familiar with QR Codes, so why not use them in your marketing while they are hot. But where should you use them?On equipment in your practice - can lead to a written article on your website or a video of you using it. Link to Google Reviews Additional information in hardcopy newsletters as traditional links will not work. On Your Business Cards...more info on your business, or it could link to a video about YOU. Written Reports to Professional Referrers – further information about a specific condition or the equipment used. Recalls & Reactivation Letters to Patients – could link to further info on your website on what’s involved or another video. Add to orthotic treatment plans - link to how your orthotics are made (pretty cool)Add QR codes to videos Think about times when you would like your patient to know more about what you do but:You have limited time You have limited space (in a letter, brochure, etc)Or it links to something you want them to do NEXT. To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
19:01
25/07/2022
Questions to Ask Marketing Service Providers
Getting a lot of cold calls or spam emails from "marketing service providers"? In this episode, we discuss how to gather the right information and ask questions that will help you find an honest, capable marketing partner. What is their approach to working with new clinics? Do they offer an initial audit/strategy to get to know you? Or jump into trying to sell you right away on all the services and offerings without learning about you or your clinic.We discuss and provide a list of important questions to ask when assessing potential marketing partners.Do they provide references or the track record of the podiatry clinics they work with now and in the past?To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
25:28
18/07/2022
The Top 3 Ways to Market Your Podiatry Clinic
There is no shortage of different ways to market and grow your podiatry clinic. Today, Jim McDannald, DPM, and Tyson Franklin discuss 3 marketing fundamentals and describe specific strategies associated with them to help your practice gain visibility and awareness for all the foot and ankle care you provide.In this episode you'll learn about:Paid AdvertisingPartnershipsContent MarketingBy understanding these core concepts and putting them into practice, you'll be able to create and execute strategies that benefit your practice and patients.To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
19:58
11/07/2022
Choosing A Marketing Service Provider
Are you read to get started but aren’t sure who’s the right person to help you build our clinic’s online marketing? Today, we discuss the different options along with he pros/cons of getting started with each.Topics/questions discussed in this episode include:Do you have any desire to do it yourself? Can you do it yourself and have the digital skills to be successful?Is it best to outsource these services to a skilled expert, DIY, or delegate this responsibility to a staff member? What are the pros/cons of: All-in-one vs. Multiple providers for your marketing What are red flags when it comes to marketing providers?Why a non-compete agreement is a must-haveWhat is the value of working with a provider who focuses only on podiatry?To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
21:20
04/07/2022
Free Website Downloads
People come to your website looking for information, but may not be ready to commit or to take the next step. Therefore offer them more information:Offer FREE BOOK - with an email nurture sequence - ~ 25% success rateInstructional videosOther PDF documents & guidesCollect names for your database and newsletter. - Stay in touch with relevant helpful content until they are ready to make an appointment- If you're top of mind and have provided valuable information in the past, they will choose you. To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
22:01
27/06/2022
Facebook Ads for Podiatry Clinics
Jim McDannald, DPM and Tyson Franklin provide an overview of the Facebook Ads platform and a tutorial to help you get started promoting your practice. Gaining visibility for all the services you provide in front of local patients is a very powerful method of generating patient visits.In this episode you'll learn about: The basics of Facebook AdsMedical advertising rulesTargeting/Local/SetupVideoHow to set up specific campaigns and benefits of each:GeneralProcedures/DiagnosisLocal patientsHow how to understand the challenges to successful, revenue-generating campaigns:FB is not targeted advertisingAttribution - Ad blockingTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
28:30
20/06/2022
Marketing Pillar #6 - Online Marketing
What are the benefits of online marketing for your podiatry clinic? Take a listen as Tyson and Jim share:Why online marketing is more than just having a website (28% Don't)How we used to think that all Marketing Pillars were equal but not anymore - Pillar 6 is king. The reason why all other pillars feed off of Pillar 6Why your clinic website is your mothership Way of collecting emails via websiteThe importance of your blogHow to use video/audio on your website and social media for maximum impactTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
22:23
13/06/2022
How to Determine a Marketing Budget
A lot of podiatry clinic owners look at their marketing budget as cost. With little understanding of the awareness generated or the return on investment it creates, it fees like a number that should be lower. But by understanding your current stage of practice and the value delivered by a solid marketing plan, you'll be in a better position to determine the right budget for you and your practice.In this episode, we'll discuss the concepts of:DIY vs. DelegateTime vs. MoneyPut 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
27:21
06/06/2022
Marketing Pillar #5 - Verbal Marketing
So what's verbal marketing? It's any form of marketing that involves you opening your mouth and talking. This includes networking with the intent of building 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 ExposElevator 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
23:17
30/05/2022
Patient Email Newsletters - Do's and Don'ts
Why Email Marketing the best ROI of any marketing channelInternal vs ExternalYou own this list, not Google or Facebook who will hold you hostageLess than $200 per month for the softwareLearn all the Do's/Don'tsDo ask for permissionDon't spamDo create something helpful and valuable contentDon't shill too much or hammer "Make Appointment Now" call to actionsDo use patient testimonials & social proofDon't assume patients know the all care you provideTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
21:32
23/05/2022
Marketing Pillar #4 - Attracting New Patients With External Marketing
What's the difference between internal and external marketing?Internal 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 clinicHave 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 sharksRemember 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.
26:09
16/05/2022
LinkedIn Best Practices for Podiatrists
LinkedIn can be a great way to display your expertise and network with both podiatrist and non-podiatrist colleagues. Today, Jim and Tyson get into the details of LinkedIn of:What is LinkedIn for?What should you do on LinkedIn?Paid vs. OrganicWays to build your professional networkDisplay your expertise to others in your local areaEngage with a potential referral networkDon't sell or be too pushy; provide valueTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
25:41
09/05/2022
Marketing Pillar #3 - Internal Marketing
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 brochuresWe’re on Facebook Patient ReceiptsNewslettersEmail databaseReactivating patientsTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
25:40
02/05/2022
How Online Reviews Build Trust in Your Podiatry Clinic
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 separate your clinic from the 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 reviewsShare 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
26:21
25/04/2022
Marketing Pillar #2 -Growing Your Network of Non-Professional Referrers
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, 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, more than likely to do work with a podiatrist already.Most importantly, these relationships need to be reciprocal, not just one-way traffic. Focus on creating value for them as well and make it be win-win. To learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
19:19
18/04/2022
Podiatry Clinic Facebook and Instagram Best Practices
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 and how can you create a sustainable system with social media. What is Facebook & for?Staying consistent with style/brandingWhat type of content should you publish?PartnershipsHighlight staffCommunityCommon mistakesTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
27:54
11/04/2022
Marketing Pillar #1 - Professional Referrers
A few of the topics we discuss includeHow 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 visitsAnd 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
25:08
04/04/2022
Google Search Ads Basics
Search advertising is not a spray and pray method of gaining awareness for your clinic. By bidding on specific keywords that are valuable to your practice, you can generate more patient appointments and provide more of the care you love.In this episode we discuss:Why Google Search Ads are different than "regular advertising"?What is search intent?Why being relevant and helpful are superpowersHow to get Google Search Ads seen by patients who are ready to make an appointmentHow you can control budget by limiting where Google Ad locations are shown and other factorsWhat's a reasonable monthly budgetHow to determine which search keywords are most valuableTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
25:59
28/03/2022
Run, Rest & Repeat Your Marketing Campaigns
It takes a consistent effort to find out what works and then develop and deliver marketing that connects with your ideal patients. In this episode we discuss:What we mean by Run, Rest & Repeat?Why it's important to realize that what works today may not work tomorrow.When the phone stops ringing, doesn't mean the marketing is no good, it just needs a restJust like a racehorseIn 1998 I developed a newspaper Ad... every time I ran it, it delivered results, but it still needed to be given a rest every now and then.Be Creative then BoringI'll stop using it when it stops workingRadio Ad exampleTesting & Measuringwhat metrics are you using to determine the success of an ad. If you're just counting how many times the phone rings you could be giving credit to the wrong marketing idea.Only make one change at a time so you can see what made the difference."Marketing without data is like driving with your eyes closed"Don't change your marketing when someone tells you it's boring.Seasonality of your marketingTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
23:22
21/03/2022
Your Clinic's Second Website - Google Business Profile
Google wants to keep people in the Google ecosystem. By keeping them there, they can show them advertising and increase their companies revenue. So these days it's important to have a great Google Business Profile, formerly known as Google My Business.In this episode, we'll discuss the most important areas to focus on when setting up and optimizing your profile: Contact Info, Phone, Address DirectionsReviewsServices/ProductsScheduling LinkReviewsPhotosGoogle PostsAnd how to address some common questions and issues:Duplicate listingsHow many profiles for clinic and doctorsWhat to do if you have multiple locationsTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
24:12
14/03/2022
Patient Surveys - Online vs Hard Copy
There are three types of surveys you can do with your patients.1. Online - fast and cheap but not usually a great response rate. Typically need to include some form of incentive to complete it. 2. Hardcopy - takes more time and costs more to implement, but if you do it right, as I describe on the podcast, the percentage of returns will blow your mind. 3. Face-to-face - these are the most straightforward surveys to do, and they are also fast and cost you nothing, and you do it (ask the questions) while the patient is with you. Example Patient SurveyTo learn more about how to grow your practice, check out more episodes of Podiatry Marketing at https://podiatry.marketing
23:32
07/03/2022
Podiatry Clinic SEO
💻 Podiatry website & digital services: https://podiatrygrowth.com/schedule-more-patients/🤝 Podiatry business coaching: https://www.tysonfranklin.com/CoachingIn this week's episode of Podiatry Marketing, hosts Tyson Franklin and Jim McDannald discuss the importance of Search Engine Optimization (SEO) for podiatry clinics. They explain the concept of SEO and its relevance in the digital age, highlighting how it helps businesses rank higher on Google search results. The main talking points include the importance of regular updates to the Google Business Profile, the role of engaging content in answering customer queries, and how backlinks contribute to SEO. They also recommend some free tools like GT metrics and Mobile Moxie for beginners in SEO. Tune in to learn more about improving your podiatry clinic's visibility online.✉️
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26:19
28/02/2022
Marketing Complacency
💻 Podiatry website & digital services: https://podiatrygrowth.com/schedule-more-patients/🤝 Podiatry business coaching: https://www.tysonfranklin.com/CoachingIn this episode, hosts Jim McDannald and Tyson Franklin discuss the danger of complacency in podiatry marketing. They delve into the importance of continuous marketing efforts, even when business is booming. The hosts emphasize the concept of maintaining a proactive approach to marketing and investing in marketing strategies, regardless of the business size. They provide valuable insights, including tips on constant engagement, testing new methods, and keeping an entrepreneurial mindset. Additionally, they share experiences and observations about how complacency can lead to the stagnation or decline of the business. Whether you are a solo practitioner or part of a multi-provider clinic, this episode provides useful advice in marketing your practice effectively and avoiding complacency.✉️
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23:55
21/02/2022
Build Trust with Your Clinic's Website
💻 Podiatry website & digital services: https://podiatrygrowth.com/schedule-more-patients/🤝 Podiatry business coaching: https://www.tysonfranklin.com/CoachingJoin Tyson E. Franklin and Jim McDannald, DPM as they delve into the significance of having a well-tuned and detailed website for your clinic. They explore the importance of an appealing design, practical functionality, local SEO, and the power of effective online booking tools. They also discuss the pros and cons of building a website yourself versus employing professionals and the need for the site to be HIPAA compliant. Additionally, they touch on the importance of regular blogging and how it helps connect with the community and partners.✉️
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30:40
14/02/2022
Make Your Favorite Services Center Stage
💻 Podiatry website & digital services: https://podiatrygrowth.com/schedule-more-patients/🤝 Podiatry business coaching: https://www.tysonfranklin.com/CoachingWhat do you love doing in podiatry? What do you want to do more of, if you had a choice? This doesn't mean you're not going to do anything else. It just means putting a focus on everything that you love to do in all of your marketing. Most podiatrists focus on general and vanilla marketing of all the things they could do. In order to resonate, prospective patients want to know what makes your care unique. Don't worry about missing out on other work...it will still come in. Here are some ways of making your care center stage:Clinic websiteDiagnosis/Treatment webpagesCommunity talks - only talk about the subject you want to talk about. Why talk about general footcare if that is not an area of podiatry that excites you. Face-to-face visits - because you have limited time you're best to stay in one area of podiatry so you don't sound like every other podiatrist. Editorials - choose a topic about something you enjoy and want to see more of. Don't write on a subject or treatment that you have no interest in. Media Releases - keep it very focused.Paid advertising It may even be reflected in your business name. ✉️
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@tysonfranklin.com
23:52
07/02/2022
The Benefits of Creating a Plan
💻 Podiatry website & digital services: https://podiatrygrowth.com/schedule-more-patients/🤝 Podiatry business coaching: https://www.tysonfranklin.com/CoachingThere's no shortage of marketing options and opportunities. Instead of doing a little of everything to build your practice, it's important to step back and develop a clear vision for what you can accomplish.In this week's podcast, we'll talk about: Marketing FOMOWhat's working now in 2022Which online and offline channels should be explored firstComing mistakes people make when getting startedHow to avoid vanity metrics and methods that aren't creating real results in your clinicWhat's a reasonable budget to get started✉️
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25:23
31/01/2022
The Content Matrix
💻 Podiatry website & digital services: https://podiatrygrowth.com/schedule-more-patients/🤝 Podiatry business coaching: https://www.tysonfranklin.com/CoachingThe Content Matrix is a way to view and organize all the services you offer and all the possible platforms or marketing avenues you can use to promote those services. We talk in-depth about how to take this concept and implement it in the real world.In this week's podcast, we'll talk about:- What is the Content Matrix? - How do you use the Content Matrix? The purpose of the Content Matrix is to keep you focused on what you enjoy most and to keep your attention on the platforms that will resonate most with your ideal patient.To get started:1. Map out what you're currently doing. What services or treatments are you currently marketing, and where are you marketing them?2. Is it working for you and giving you the results and patients you want? If it is, keep doing it. If it's not, put your time and effort into another form of marketing.3. Keep emotion out of the equation; use KPIs and measure your results.✉️
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22:05
24/01/2022
Developing Niche Expertise in Podiatry
💻 Podiatry website & digital services: https://podiatrygrowth.com/schedule-more-patients/🤝 Podiatry business coaching: https://www.tysonfranklin.com/CoachingThe Power of Niche Marketing in PodiatryIn the discussion, Tyson Franklin and Jim McDannald, DPM, discuss the benefits of niche marketing in the podiatry industry. They explore examples of successful niche practices, highlighting the balance between specialization and general care in attracting patients. They discuss that having a clear, focused message on specializations does not limit a clinic to it. They also emphasize anti-competitive practices among podiatrists, recommending collaboration to provide the best patient care. Furthermore, they touch on how a different or unique practice can result in a 'gravitational pull' of patients. Listen to the full podcast episode to hear more from Jim and Tyson on the latest in marketing, the business, and growing your practice.Apple Podcasts: https://podcasts.apple.com/ca/podcast/podiatry-marketing/id1604397314Spotify: https://open.spotify.com/show/0DlMnQW4lPMhPuwvPR5rzxSubscribe to our channel: https://www.youtube.com/channel/UCavW7ofdIP_vrTyW_Dmyivg/?sub_confirmation=1 Find complete show notes at:Podiatry Marketing: https://www.podiatry.marketing/Talk with us about you and your practice: https://www.podiatry.marketing/contact/LinkedIn:Jim - https://www.linkedin.com/in/mcdannald/Tyson - https://www.linkedin.com/in/tysonfranklin66/
23:01
17/01/2022
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