The Stop/Start Trap
Far too many podiatrists only think about marketing when patient numbers dip or cash flow feels tight. The moment business picks up, marketing activities are shelved — until the next slump. This cycle is not just stressful, it’s also ineffective.
The Importance of Momentum
Think of your marketing like flying a helicopter. Getting airborne chews through enormous amounts of fuel. But once you’re in the air and moving, it’s far more efficient to stay up there than it is to land and take off again.
Your clinic works the same way. Building momentum in your marketing takes effort, but maintaining it takes far less energy and money. Stop/start marketing keeps you grounded.
It’s Not Just Newbies
You might assume only new business owners make this mistake, but I’ve seen seasoned podiatrists with decades of experience fall into the same trap. Their marketing is reactive:
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Business slows down → they advertise.
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Numbers improve → they stop.
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A competitor advertises → they advertise.
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Competitor stops → they stop.
This isn’t a strategy, it’s a reaction. Sustainable marketing is proactive, consistent, and planned in advance.
Going Too Hard, Too Fast
Helicopter marketing isn’t just about inconsistency; it’s also about blowing your budget too quickly. Some clinics launch big campaigns without the structure or cash flow to sustain them. Whether through inexperience or being charmed by a smooth-talking sales rep, the result is the same: a short burst followed by a crash. The lesson? Learn, reset, and don’t repeat the same mistake.
Plan Ahead – 12 Months at a Time
The antidote to helicopter marketing is a well-structured, forward-thinking plan.
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Map out your marketing 12 months in advance.
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Factor in sporting seasons, school holidays, and the unique rhythms of your community.
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Prepare materials in advance: brochures, free books, banners, signage, demonstration tools, and promotional products.
When your marketing calendar is filled in ahead of time, you’re not scrambling reactively — you’re confidently executing.
Stick to Your Budget
A smart plan only works if it fits your budget. Before you say yes to any new campaign, ask yourself:
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Does it fit into my budget?
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Will it capture my ideal patient?
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What’s the likely return on investment?
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Would this money work harder elsewhere?
These questions prevent expensive detours and keep your marketing grounded in results.
Put Sales Reps to the Test
Before you let a rep pitch you radio spots, Facebook ads, or SEO services, test them. Ask three simple questions:
1. Can you tell me what a podiatrist does?
2. Who do you think is my ideal patient?
3. What did you like most about my website?
If they can’t answer confidently, they’re not the right partner for you.
Final Word
Consistency beats intensity. Sharing your message daily for a year will outperform blasting it all at once. Marketing momentum is your clinic’s greatest asset, once it’s rolling, it’s incredibly hard to stop.
If you found this information helpful, please consider sharing it with a clinic owner who’s currently trying to hire. And as always, I’d love your feedback. You can email me directly at tf@tysonfranklin.com.
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