Most podiatrists are looking for growth in the wrong places.
They think the answer lies in better ads, new equipment, or a bigger clinic. But after speaking with Anne Melville on Episode 413 of the Podiatry Legends Podcast, it became clear that the real growth lever is something far simpler… connection.
Anne runs a successful practice in a town of just 10,000 people in Scotland. On paper, that might not sound like a growth hotspot.
Frequency Over Reach
But in reality, it’s the perfect marketing example of what happens when you focus on frequency over reach. Connecting often with the same people is how relationships are built.
Media companies will often try to sell you on the reach of their marketing proposal, but one ad seen one time by 50,000 people is less effective than one ad seen five times by 10,000 people.
This same concept applies to connecting with people. Seeing the same people more often builds credibility faster.
Belonging
Her introduction of a membership model transformed her business. Not just financially, but emotionally. Patients didn’t just book appointments anymore; they felt like they belonged. And that’s a game changer.
Because when patients feel connected to your practice, they stay longer, refer more, and trust you more. You’re no longer just a service provider; you’re part of their routine, their health journey, and their community.
But what really stood out to me was what happened when Anne hit a low point.
Walking Away from Podiatry
Like many podiatrists, she reached the stage where she was ready to walk away. The stress had built up, and she even put her practice up for sale.
What changed her mind?
It wasn’t a financial breakthrough or a new marketing idea; it was people.
The relationships she had built within the podiatry profession pulled her back. Conversations, support, and others’ perspectives reminded her of why she started in the first place.
This is why I always say…
Connected podiatrists don’t leave the podiatry profession.
In fact, think of any group you’ve been part of. It could be the local gym, running club or martial arts school. The members who stay the longest are the ones who have connected with others in the group.
Those that never form relationships may only stay for a week or two, or maybe a month, but they eventually disappear.
Avoid Isolation
If you’re working in isolation, it’s easy to feel stuck. Problems seem bigger. Decisions feel heavier. And burnout creeps in faster.
But when you’re connected, when you have peers you can talk to, learn from, and lean on, everything changes.
- You gain perspective.
- You find solutions faster.
- And you realise you’re not alone.
Your Competitors Are Not the Enemy
Anne also highlighted something many podiatrists overlook… your competitors are often your greatest allies, they are not the enemy.
By building relationships with other local podiatrists and health professionals, she created a network that benefits everyone, especially the patients.
And that’s the real takeaway. Growth in podiatry isn’t about doing more. It’s about building better connections.
- With your patients.
- With your peers.
- And with your purpose.
Because when those three align, your business doesn’t just grow… it becomes something far more meaningful.
If you’d like assistance building pathways to better connect with others in your community, feel free to reach out.
But if you’re still not sure about scheduling a time to talk with me, that’s okay. Feel free to keep browsing my website.
You may even want to buy my book: It’s No Secret…There’s Money in Podiatry. ORDER HERE