Marketing Strategy Episodes

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss how clinics can prepare for the Q4 “deductible season,” when patients who deferred care earlier in the year may say yes once deductibles are met or benefits are about to reset. Jim outlines a five-part playbook: explain the deductible math patients often overlook, pull a list of deferred patients already in your EMR, send one clear recall email (with deadlines and capacity expectations), change ad messaging wi...

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss why untrackable marketing still matters for podiatry practices, explaining that Google Ads often get credit through last-click attribution even when earlier touches (referrals, signage, sponsorships, videos, word-of-mouth) created the preference. They define brand as the five or six things people associate with a clinic, not just logos and colors, and stress the value of niching (being known for one thing) and...

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss how podiatry clinics can use promotional products as a strategic marketing tool, not generic swag. They emphasize starting with a clear goal (brand awareness, loyalty, referrals, niche services, or conversation starters), choosing useful, good-quality items that people keep, and avoiding cheap products that get thrown away or create negative associations. They suggest selecting items that travel outside the ho...

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin share 15 ways to become known for a niche podiatry service, including choosing one problem to own, crafting a simple, clear message, educating constantly through content and newsletters, and building a website around patient-searched problems and symptoms. They recommend creating a named “signature process,” collecting success stories via reviews and case studies, seeking speaking opportunities, and building referral ...

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss how asking better questions in and around the clinic drives trust, better care, and practice growth more effectively than relying only on online marketing. They explain that patients often leave not because of clinical skill but because they don’t feel heard, and that curiosity and follow-up questions build stronger doctor-patient connections than lecturing or rushing to a diagnosis. Drawing on examples from p...

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss why marketing must continue even when a clinic is busy and well-known, using a debunked Coca-Cola advertising myth to highlight that people buy from businesses they remember, not just ones they know. They explain that consistent visibility protects “mind share” from competitors and prevents clinics from being forgotten, and warn against “helicopter marketing,” where clinics only promote when bookings drop. Tys...

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin outline a five-part marketing plan to turn a $50K equipment purchase (such as a laser or shockwave) into a predictable investment by asking not “Can I afford it?” but “What plan pays it off in 12 months or faster?” They advise running the math backward to set monthly patient targets, then mining your existing patient database 30–60 days before the device arrives with multi-touch outreach and staff scripting. They reco...

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss how podiatrists often confuse external and internal marketing, reducing the value of their spend. They argue external marketing should lead with patient problems (like heel pain) to grab attention within seconds, while internal marketing should educate patients on available solutions (such as shockwave or laser therapy) once they’re in the clinic, building trust and improving treatment acceptance. Tyson shares...

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss whether podiatrists—especially new graduates and practice owners—should handle marketing themselves or hire help. They emphasize starting with numbers: average value per patient visit, current monthly revenue, and schedule capacity to determine an appropriate marketing budget (often a small percentage of gross revenue, higher in growth phases) and to evaluate ROI in terms of patients needed to break even. They...

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss the marketing idea “go where the buffalo are,” meaning podiatrists should position their services and messaging where patient demand already exists rather than trying to create it from scratch. They contrast high-demand topics like heel pain with low-awareness offerings like shockwave therapy, noting that external promotion of shockwave therapy reduced new patient numbers, whereas heel-pain ads consistently pe...

In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss five simple, free marketing moves that podiatry clinics can implement by leveraging what’s already happening within the practice rather than relying on paid ads. They frame most clinics’ issues as an awareness problem and introduce a framework: capture, package, and share. The five moves are: turn common patient questions into content; document daily work instead of trying to “create” content; use the front de...

How many new patients did your marketing actually produce last month, beyond clicks and impressions? Tyson Franklin and Jim McDannald, DPM, discuss the $2,000 a month question many podiatry clinics can't answer. They explain what Google Ads conversions are and why conversion counts can be misleading (e.g., a booked consult vs. a pocket dial). Jim outlines how call tracking and form tracking—using dynamic number insertion and tools like CallTrackingMetrics or CallRail—can reveal which ads, keywor...

Knowing your market's demographics lets you tailor your marketing to your local area. Tyson Franklin and Jim McDannald, DPM, discuss why it matters. They explore how to leverage tools such as census data to identify unrecognized revenue opportunities and enhance the effectiveness of marketing efforts. Additional key topics include the importance of dedicated local web pages, mining existing patient data to identify additional service opportunities, and creating smooth patient experiences throug...

Common doubts and myths about whether marketing works for podiatry practices get put to the test by Tyson Franklin and Jim McDannald, DPM. From competing with hospital systems to the supposed need for daily social media posts, they break down five specific misconceptions that often hold podiatrists back. Learn why small market practices can actually dominate locally, how to optimize your Google Business Profile, and why past marketing failures may have been due to the wrong tactics or timing. W...

Every piece of podiatry practice marketing needs a call to action (CTA). Tyson Franklin and Jim McDannald, DPM, discuss why. They emphasize that without a clear call to action, marketing efforts can become mere background noise. The duo discusses various types of CTAs, ranging from appointment-based to education-focused, and emphasizes the importance of guiding patients through their journey. They also highlight the importance of engaging content and the benefits of measuring CTA effectiveness....

Resolution season is here, and Tyson Franklin and Jim McDannald, DPM, look at what it means for your practice. With the New Year upon us, it's prime time for fitness resolutions and the medical issues that come with them. Tyson and Jim discuss how to attract and cater to new patients—particularly those lacing up their running shoes or joining gyms for the first time. Learn about effective strategies to target new athletes, the importance of understanding patient needs, leveraging your Google Bu...

There are seven simple ways to increase foot traffic in your practice, and Tyson Franklin and Jim McDannald, DPM, share them here. Topics include the importance of owning your Google Business Profile, leveraging local networking, collaborating with allied health professionals, creating microcontent, establishing memorable patient touchpoints, community involvement, and utilizing your stationery as a marketing tool. Tune in for practical tips that require minimal cost but can make a significant ...

Repetition in marketing is a strength, not a shortcut. Tyson Franklin and Jim McDannald, DPM, discuss why it matters. They emphasize that repeating your message isn't laziness but a strategic approach to building authority and reinforcing your clinic's message. The conversation explores the benefits of consistency, leveraging AI to enhance communication, and understanding when to adjust your messaging. They also share insights on how repetition fosters trust with patients and why consistency is...

Helicopter marketing is an inconsistent approach to marketing that many podiatrists fall victim to. Tyson Franklin and Jim McDannald, DPM, explore the concept. They discuss the importance of maintaining a consistent marketing strategy, budgeting wisely, and building a 12-month marketing calendar. The hosts emphasize that regular, steady marketing efforts yield better results than sporadic, intense bursts. They also share practical tips on proactive planning, understanding your ideal patient, an...

Marketing mistakes and wins from real podiatrists both have something to teach. Tyson Franklin and Jim McDannald, DPM, discuss the importance of learning from each. As they edge closer to their 200th episode milestone, they dive into real-life examples and share valuable insights. Jim and Tyson explore topics such as the risks of relying solely on word of mouth, the importance of consistent branding, and the benefits of hosting community events. They also emphasize the importance of follow-up s...

A solid marketing strategy should come before any marketing tactics. Tyson Franklin and Jim McDannald, DPM, discuss why the order matters. They highlight the common pitfalls podiatrists face when they rush into tactics without a clear strategy, such as inconsistency, wasted money, and burnout. The hosts emphasize the significance of knowing your ideal patient and problem-solving to tailor your marketing efforts effectively. They also offer practical tips for aligning your practice's goals with ...

Pickleball is growing fast in Australia, the UK, and the US. Tyson Franklin and Jim McDannald, DPM, look at what that means for podiatrists. They discuss how podiatrists can capitalize on this growing trend by understanding the game, recognizing common injuries, and positioning their clinics as the go-to places for treatment. With insights on community outreach, creating targeted online content, and leveraging digital tactics, this episode is packed with strategies to help podiatry practices ca...

Not every marketing metric matters for a podiatry business. Tyson Franklin and Jim McDannald, DPM, discuss the ones that truly do. They delve into how to identify and focus on performance metrics rather than vanity metrics, ensuring your marketing efforts drive real business growth. Key topics include tracking new patient leads, understanding patient conversion rates, calculating the cost per lead, measuring patient retention rates, and determining the average revenue per patient. Tune in for p...

Some podiatrists just don't like marketing. Tyson Franklin and Jim McDannald, DPM, explore why. Touching on common misconceptions, such as marketing being time-consuming, costly, and requiring expertise, they discuss how these beliefs can hinder practice growth. They also share strategies for effective marketing, emphasizing consistency and understanding your ideal patient. Learn how to overcome the fear of failure and make marketing a fun and integral part of your practice. ✉️ CONTACT jim@po...