Most podiatry marketing doesn’t fail because it’s poorly designed. It fails because it’s disconnected from the community, and no trust has been earned.
Some podiatry businesses invest a large amount of time and money in marketing tactics that promise fast results but instead attract the wrong patients, burn out their team, and leave them wondering why business growth is so difficult. The problem isn’t effort. It’s the correct focus.
The podiatry businesses that grow steadily over decades have one thing in common and tend to do one thing exceptionally well. They put time and effort into being known in their community at all levels.
They don’t just run a social media campaign occasionally or run an ad every now and then when they’re a little quiet and want more new patients. Instead, they are repeatedly seen and heard in the community.
Consistently Showing Up
Successful podiatry businesses play the long game; they do not chase short-term dopamine fixes.
They watch, observe, and show up where their ideal patients already are. They build relationships with people who already hold trust with their ideal patients.
Networking Matters
This is why networking still matters, even in a digital world.
Networking isn’t about selling your podiatry services. It’s about being remembered by the people you meet, for all the right reasons, because these people will be in contact with your ideal patient at some point in time in the future when they need help.
Of course, it could be a GP, a physio, a coach, a running shop employee, even a parent on the sidelines of a sports field or the local butcher. Those connections are important, and they don’t come from just one casual meeting.
They come from repeated, genuine interactions, because time builds trust.
Growth Occurs Outside Your Treatment Room
One of the biggest mindset shifts for business owners is realising that growth often happens outside the treatment room.
If you spend every spare moment inside your clinic, your reach in the community will always stay limited. It’s only when you step outside that your influence in the community expands.
“Your next connection could be the one that changes your life”. – TF
Good News
The good news is this doesn’t require you to become loud, salesy, or someone you’re not. It just requires intention, consistency, and clarity around who you want to help.
This is why I’m always emphasising the importance of knowing your ideal patient and where they are on the patient journey, because this will influence who you need to be known by in the community.
Known by the Right People
If you want more sports patients, then you need to be seen, heard and known in those circles. Hangin out in nursing homes is not going to cut the mustard.
If you want patients with higher disposable income who have white-collar jobs, you need to be seen, heard, and known by the people already in contact with them.
If you want more weekend warriors, those men and woman whos best days are behind them physically, but mentally they are on top of their game…think about where they hang out, and get known.
If you’d like to hear how this plays out in real life, I explore these ideas in more depth in Episode 404 of the Podiatry Legends Podcast, featuring Jonathan Shearer.
And if you’re ready to build a clinic that grows through trust, not tactics, business coaching might be your next logical step. Below is a link to my online calendar, where you can schedule a free 30-minute Zoom call with me to discuss any aspect of podiatry.
But if you’re still not sure about scheduling a time to talk with me, that’s okay. Keep browsing my website, and if you have any questions, please email me at tf@tysonfranklin.com
You may even want to buy my book: It’s No Secret…There’s Money in Podiatry. ORDER HERE