158 - The Role of The Marketing Director with Jerry Green

Jerry Green is the Marketing Director at the Indiana Podiatry Group, which encompasses eleven podiatry businesses in Indiana, USA and treats more than 3000 patients per month. 

If your business is dependant on a steady flow of new referrals, you need to consider adding a marketing director to your team, and this doesn't just apply to podiatry or the healthcare industry, every business that interacts with people face-to-face can benefit by having someone fulfil this role. 

Before selling my own podiatry business in 2016, this was one of the most critical positions held, and it produced our most significant source of referrals. 

After selling my business, the new owners did not see this role as necessary and did away with it, which I believe was a costly mistake. 

On this episode we discuss:

  • The day to day activities of being a Marketing Director at a Podiatry business
  • The marketing preparation required before setting up a new podiatry office 
  • The process of introducing new Podiatrists  
  • Social media platforms 
  • The benefits of setting up a separate Facebook Page for each location
  • Marketing the practice, not the practitioner
  • The importance of your email list
  • Running efficient meetings

Gross Foot Pictures & Videos

There is a place for gross foot pictures and videos, but your business website and business social media pages are not the places. Instead, put these images on a different platform. Jerry believes patients are anxious enough without you scaring them before they come into the business. 

The Morning Loop

Every morning Jerry sends the business owners an email keeping them in the loop of all his marketing activities for the day. This email includes:

  • Where's he's going
  • What he's posting on social media
  • What he's working on for the day

Getting Past The Gatekeeper

The gatekeeper is there for a reason, to protect the time of your potential referrer, no different to what your receptionists or practice managers do for you.

So, the only way you will get past the gatekeeper is to get them to know, like and trust you, and you can only do this by visiting multiple times. A one-off visit dropping in a business card is never going to work, but if you consistently visit, and genuinely get to know them and listen to their wants and needs you will get through, and once you do it will keep out others. 

"You don't build relationships by doing something once"

Patient Numbers

Patient numbers will go up and down each month, but over time you want to see consistent growth, however, if there's a dramatic downturn in patient numbers be mindful of other factors out of your control, especially the weather. 

So as part of your information gathering, note down weather conditions and other things that may have an impact on your marketing. Doing a letterbox drop when there's torrential rain will result in different results compared to perfect weather. Extreme cold and extreme heat will also be a factor, depending on where you live.

Monday Morning Tip

Love what you do and treat every person that walks through the front door of your business like your family. 

If you have any questions about this podcast episode or would like to know more about How To Develop The Marketing Director position, please contact me at email/tf)(tysonfranklin.com

If you're a podiatrist, or a person open to new ideas and like to think outside the box, check out the Podiatry Legends Podcast


First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.

If you're a Podiatrist you may prefer to order my first book; It's No Secret There's Money In Podiatry

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