LinkedIn Isn't a Megaphone: 5 Collaborations That Grow Your Practice

You're listening to Podiatry Marketing, conversations on building a successful podiatry practice with Tyson Franklin and Jim McDannald.

Hi. I'm Tyson Franklin, and welcome back to this week's episode of Podiatry Marketing Podcast. With me, as usual is my cohost, big Jim Mac. How are you doing today, Jim?

Tyson, I'm doing well. Things are good here in Montreal. I've got no complaints enjoying a warm sunny summer and just trying to basket all in while I can. So, yeah, things are good.

Yes. I'm having a very, very cool North Queensland winter, which is which is not very cool at all.

Probably warmer than my summer.

I would say it it probably is. I was looking at weather recently in Toronto, and I think their maximum was our minimum, which I thought was quite Yeah. That's awesome. Can hear, have continued with my sinus problems for another week just for just for the fun of it.

Yeah. You'll shake it one of these days.

Oh, I can't wait. I can't wait till just it's just gone. So anyway, Jim, what are we talking about today? Let's dive straight into this and not get onto any more of my medical issues.

So about a month ago or so, I put out a list of 26 podiatrists to follow in 2020 So

Oh, yeah.

You know, these are people that have been kinda contributing to podiatry that they're all podiatrists on this list. And it just I've been thinking a lot about LinkedIn recently. So the the title of today is basically that LinkedIn isn't a megaphone. It's kind of five ways to collaborate that can grow practice. So that's that's kind of what I'm gonna jump into today.

I do remember that you bringing out that list, and I made the list. I was very happy with it. But when I look at all the other people that's on there, it was it was a fantastic list. But it was also just one of those things. Each one of those people that you had on there were also not people that just are constantly shouting with a megaphone.

They just Right. They're sharing information. They're doing it in a very professional way. And I think that's what helps build up the connections.

Absolutely. I think there's there's different ways of using LinkedIn. Right? I think there's some people that don't know how to use it correctly, quote unquote. And sometimes they kinda use it like a a billboard.

They use it in a way that they're trying to like find patients on LinkedIn and that's not really what it's about. Some of these people like they post, they wait, nothing happens, and then they decide that like, oh, like LinkedIn isn't really a place for me or they have someone do it kind of an automated fashion. But what really helps is the platform really isn't the issue. It's more the the what the goal that people have going into it. Sometimes people are overly overly passive or just kinda broadcasting messages.

The podiatrist getting real value out of LinkedIn aren't trying to kinda be seen. They're really trying to work with people. And the visibility on there could be kinda is basically basically a byproduct of of kind of being a good kind of community member or a good, podiatrist helping other people out on the platform?

Yeah. I have seen a shift with LinkedIn over the years. Initially, because some people used to think LinkedIn was another version of Facebook, and they used to post just post things that weren't really relevant to like a business community. And then I've seen other people use it purely just to advertise and and market something that they're doing. Not yeah.

Trying to ram things down people's throat, not actually wanting to to build connections.

No. Absolutely. I think, like you said there, you know, I tried to find 26 people this year that were more about sharing or about educating their peers and kind of being helpful. It's pretty straightforward when someone's, you know, sponsored by someone or they're just kinda overly promotional on that platform. So, you know, kinda going through the list of the people that, you know, I felt were, you know, on that list use the platform in ways that, you know, helps people moves in kind of five different ways.

So today, basically gonna walk through these kind of five ways of using LinkedIn with some examples from people that are on that list so people can, you know, see what good being good or being a good community member on LinkedIn really looks like.

Okay. I was on last year's list.

So 2026 was a brand new list.

A brand new list.

I didn't repeat I didn't repeat anybody from 2025.

That is fantastic.

So so for 2026, not only did I like have, like, 26 new people, but I also kinda created a document with the 2026 kind of asked each of them three questions

Yeah.

As far as like I think it was like, what advice would you have for someone just getting started in practice? Know, what are some, you know, some traits or some habits that have helped you become successful? I forgot what the third question was, but you can go check it out on my LinkedIn if you're curious to to learn about and to download that that that PDF. It's got 20 of the 26 people were able to contribute this time. So so, yeah, it's a it's a pretty interesting document.

We'll we'll give you kind of a sneak peek today on that stuff.

No. No. I think it's good that you didn't repeat anybody from last year. Because if you had of if 24 from the 26 from last year had got on there and I was two I was one of the two that missed out, Jim, I would be really annoyed. But knowing that we all missed out, I feel so much better about that.

There probably wouldn't be a podcast right now. You'd probably just gonna quit in a huff. You'd be like, screw Jim, guy. I'm done.

Stick that where where the sun don't shine, Jim. Oh, my. Okay. I'm looking forward. I I didn't know you had done this article, so I'm going to go and download the PDF so I can have a read it.

Yeah. You should go check it out for sure. So the first thing is to co create instead of pitching yourself. I think that's what we see a lot of times. Like I said, people are kinda broadcasting products or messages and stuff.

And, you know, you've been picturing yourself as a speaker or, you know, and really hearing nothing back. The real goal is to try the opposite. The podiatrists who end up kind of on conference stages and webinars rarely got there by asking. They got there by building something with someone who already had the audience. So a joint webinar, a shared panel, a podcast swap, or just, you know, combining it to create your own podcast.

When you co create, the other person promotes it to their followers. So, you know, you're borrowing kind of reach instead of begging for it. So, you know, pick three podiatrists. Maybe they're a little bit ahead of you when it comes to LinkedIn and engage with their work for a few weeks. Then the purpose, you know, you can try to figure out one specific thing where you think you could add some value to what they're doing.

And that's really kinda how you start kinda building positive relationships on LinkedIn.

So and if you did it with those three and it works well, then you could do it with another three if that's what you chose to do.

No. Absolutely. I think there's a whole lot of different opportunities. It could be something as simple as, you know, kind of responding and commenting with, like, thoughtful comments on some of their posts. It doesn't have to be some huge project to start off with, but just kind of being seen by, you know, two or three other people, other podiatrists, and be seen as, like, someone who's helpful and is a smart commenter is a way to first get a little bit more visibility on the platform.

Yeah. And I admit, when I've had people that would just send me a random email who'll say, I wanna come on the podcast. They'll say on Podiatry Allegiance. I wanna come on the podcast, and this is what I and this is why I'm gonna be awesome for your listeners. And probably 90% of my read through it, I just go, seriously?

I don't know you from a bar of soap. So and then 10% are sometimes a little bit intriguing. But when I've had other people who have just reached out to me, I may have posted something and they go, I thought this was really interesting. And then I do that a couple of times. Once I do it a few times, I'm like, who is this person?

I then go investigate them. And once I investigate them, I sort of go, I I think this person would be cool on the podcast. I send them an invite and they always say yes. So maybe they've set me up, which is great.

Well, I mean, even this even this podcast run right now is a co creation. Right? Like, this kinda started as an idea of you and I had to like, hey. This is I like talking to you about marketing. Let's let's see if we can make a a show out of it.

And, you know, it wasn't some, like, devious plan of, like, oh, I'm gonna take over Australia and The UK with this you know, my American Canadian experience. It was just like, no. This is, like, as a way to provide value for you and for the people you work with and the people the audience you have, and then it does the same for me. So it's one of those things where, like, it's just, you know, finding those opportunities to create a win win with someone. And then you learn from them, they learn from you, and you just have a different perspective on things whether it be, you know, our partnership has led to, you know, things like me learning about colorful, you know, Australian language Oh, different snacks.

Nick Kelly.

Snacks from Down Under. You know, meeting meeting your wife on a on a few occasions on the podcast, it's been wonderful.

Yeah. Well, she sneaks in the room unexpectedly. But like you said, there was no devious plan, or was there? Oh, we will never know.

The world the world will never know.

But it's it's one of those things. It's even when when when I sold my podiatry clinic, it was one of those things that I I knew some people were sniffing and looking at it, but they hadn't contacted me for a while. So I set the I set the wheels in motion by reaching out to them about something else and then having a bit of a conversation. And then I knew it would probably come up in conversation eventually about, hey. Have you thought about selling your clinic again?

And when they finally asked, went, oh, never thought about that. Yeah. It it is good advice.

Oh, for sure. So what's next? So next is LinkedIn can be a way to kinda build a two way referral network across cities, countries, specialties. Know, two referrals walk out of your practice every month, and you never think about them. It's maybe the patient moving to another city who asks if you know a good podiatrist there.

Like, maybe it's the case that's out of your scope. You know, right now, those just kind of disappear. If you connect with podiatrists in cities, you know, patients are moving to and from, and the specialties that, you know, should be, you know, you should be send should be sending you, you know, foot foot care or maybe it's people related to primary care, endocrinology, vascular, wound care, these moments turn into a two way pipeline. The move is simple. You know, every time you refer a patient out or take one in, you know, connect with a provider on LinkedIn afterwards.

So that relationship will kind of outlast the single case, and you're really be doing the the patient a benefit by having more connections across, like said, specialties or cities or even countries.

Well, that has happened to me just recently where a friend of the family, they've got a number of kids who have all gone and done medicine. One of them at the moment is doing a placement in Malta. But through LinkedIn and other platforms, I have made connections with podiatrists in Malta. And even though this family member, he's doing medicine, he's gonna be at one of the hospitals, but he doesn't know anybody over there. So I've contacted the podiatrist in Malta and said, would you be able to help him out?

He said, well, not only that, I have a number of family members who are actual GPs or doctors. So they're they're all gonna connect. So it's because of platforms like LinkedIn that you can actually build these relationships with people on the other side of the world.

Absolutely. And I I've actually found along with LinkedIn, there's a podiatry Reddit, a subreddit on on on on Reddit that's a community there. It tends to be a lot of like younger people either getting into school, in school, or in residency, and sometimes helping them find, you know you know, they're they're thinking about where they should go for residency or they'd like to have some clinical experiences. Be able to, like, get some direct messages from those folks and help connect them to maybe they wanna do surgery or sports medicine. Finding people within my network that I could reach out to that maybe are in their local area, they could spend some time with, they could get to know what it is really like to practice in that subspecialty.

There's a lot of different opportunities there.

Platforms like LinkedIn, they really just open the world up to you on the the amount of people that you potentially can connect with.

Absolutely. What's next? So next is I say, you know, use it to recruit or get recruited. So the next associate you hire probably won't come from a job board. Yeah.

The associate market runs kind of on word-of-mouth and that conversation, a lot of that has moved to LinkedIn. So if you're an owner, a steady honest stream of posts about how you because know, the right associate reads and kinda self selects kinda towards you. If you're a younger DPM, you know, when, you know, your post as well. So make one connection a week with someone on the other side of the equation. The job that fits you best is usually the one that was never posted.

So when you have a broad network of people that are, you know, working in a way you want to, whether you're in a practice owner looking for an associate or for an associate looking for the right fit as far as getting started in practice, There's a lot of opportunity there on LinkedIn.

I know a number of podiatry yeah, know people still use job boards, but I know a number of podiatrists that I've actually helped find positions purely through networking. I was talking to someone, they said, I'm looking for someone in this area, and then I'm talking to someone, they go, I'm looking for a job. They go, you two should talk to each other. I think a lot more connections are coming through this way through word-of-mouth and who knows who that these jobs are actually getting filled. That's why the people who are just doing it the old fashioned way by placing an ad in the association magazine or their online platform, they go, oh, I can't find a podiatrist.

It's because you're not connected with the people that actually really matter. You're you're just sitting on the outside, and you're only ever seen and heard when you want something, and that's not a good way to build your career.

No. No. Absolutely not. I think you have to be proactive and you have to be out there. I think one of the other besides just job opportunities, one area that I've seen a lot of this happening with is so after residency, now a lot of podiatry residents are doing one year of fellowship.

There's a lot of people talking about fellowships and fellowship experiences there, like, on on LinkedIn. And then there's a significant amount of people that obviously they don't use any patient identifying information, but there's a lot of different case studies that happen with different types of pre and post op kind of case studies on LinkedIn these days for American, mostly like surgical podiatrists. I haven't seen a lot of biomechanics in the same way yet, but maybe that will happen at some point. But, you know, if people are you know, you're in residency or you're a student and you participate in some of these case studies, obviously, there's people a lot more experience than you probably posting there. But at the same time, being seen and being a voice that's that's being putting yourself out there can be a great way to differentiate yourself from a different, you know, potential associate in the future.

So if you're looking for a job or you're looking for a fellowship, you know, being present on LinkedIn and being active can be a real differentiator in a way.

You know, I I was talking to a student three years ago that were really switched on. And I said to them, get on to LinkedIn, start commenting on what other podiatrists are posting, pay attention. I said, then when you go to conferences, try and find reach out to somebody. You gonna be at the conference? Connect with them there.

I said, by the time you graduate, there's gonna be so many podiatrists who are gonna know who you are instead of just the average student who just sits in the shadows. They told me that by the time they graduated, they had 13 job offers. They got to choose, but as they were graduating, they were getting emails from, hey, I met you at this conference last year. I just noticed something you had commented on LinkedIn. Have you found any work next year?

13 job offers. They got to choose where they wanted to work, and it all worked out for them. So any student, if they happen to be listening to this, which I don't know if many students would listen to Podiatry Marketing, but they should, Just take that on board. Even if you're an employer, think about how you actually use it. By making connections now, dig the well when you're thirsty.

Dig the well way before you need the water and then it'll always be there.

I think it's a great point. Think just getting out there and seeing seeing who the leaders are, see who's, you know, who's being proactive in that space gives you a certain number. Obviously, the medical information, the education is helpful, but then just seeing you know, where that where your future could go, it just puts you ahead of a lot of people that just for whatever reason choose not to to take part. So I think that's a great point. Okay.

What's the next big Jim? So next is the opportunity to turn vendor relationships into basically kinda like marketing leverage or basically opportunities to, you know, get get work or get consulting style relationships. So the rep who's, you know, sells you a $90,000 laser has a marketing budget and a customer list. And, you know, they're looking for a practice to feature. So that practice could be yours or you could be that consultant.

So when you post about real patient outcomes with the equipment that you already own, the manufacturer can notice that. It opens the doors for most podiatrists that they don't even have to knock on. Right? So maybe it's providing case studies, like I said, co op marketing or favor. You're showing them that you're a credible voice worth partnering with.

So start by following and engaging with some companies whose equipment is already in your office and let them see you're active. The leverage is kinda sitting there unused, so definitely take advantage of it.

Now that just reminded me, I was just writing something down then, that, yeah, I did a a talk recently for a supplier. And, yeah, when I did that talk, I did. I I posted something on in my Facebook group, the Podiatry Business Owners Club, but I hadn't posted anything yet on LinkedIn. So I'm going to do that when I hop off of here today, just posting that I did this talk for this small business group, and I will tag them all in there so they can actually see that I really appreciated being invited to speak. If they're gonna do it again, invite me again because I had a ball.

Yeah. I mean, there's this could lead to a lot of different types of, you know, speaking opportunities or just good good, you know, building professional rapport with some of the in the industry and other podiatrists that use these different products. It'll help you, you know, improve the type of care you provide. Maybe, you know, you provide like a case study and people pipe in and kinda like I said with the people that are doing surgery. It can be a great way of kind of educating yourself, but helping educate the other podiatrists that are out there.

Like I said, then you develop good relationships with with the companies and with with with your peers. I think that's really, really important.

Yeah. I think that is such a good idea because a lot of podiatry clinics spend a lot of money with certain suppliers. And I think, like you said, if they can feature your business though in one of the next marketing things, and then other people in your industry will see that, like you're being featured, you've got this thing, you've got this equipment, you're up to date, you're in an innovative clinic, then it is only gonna be a positive for you. Absolutely. And especially if you're then advertising that you want someone to come and join your team later, and they've got, oh, I've seen you two or three times.

This company actually using you as their their promotional clinic. It's it's gotta pay dividends.

Notable helps get that visibility and and and build trust with people for sure. Okay. What's next? Last but not least is something I kinda hinted at a little bit earlier is that you can find your peer brain trust. So the most valuable thing LinkedIn can give you isn't followers.

It's three or four podiatrists you can message at night and night and say, would you do here? You know, should I hire? Should I expand? Should I sell? You know, those are kind of lonely decisions when you're the sole owner.

And a peer who's, you know, there is worth more than any course. So the relationships don't start with a pitch. They start with, you know, comments, move to real conversation and messages, and they kinda build from there. So, you know, pick three or four podiatrists who's thinking you respect. I'd say just stop lurking and start actually having a conversation first in the comments and then sometimes in direct messages.

You know, a year from now, that's the group that you may lean on when it comes to making big moves. You might meet at may meet up at a conference, get to know each other on on a more personal level. But, you know, I'm of that kind of, I guess, later of that generation where, you know, I've met people online that I've never met in real life, and I feel like I have, you know, at least, you know, a a friend an online friendship with or someone that I can trust that, you know, I've never seen them face to face. And, you the Internet can be a very powerful way to to build community and to build either peer relationships and having people you can trust. So I definitely recommend that LinkedIn is, I think, the best place for podiatrists to do that.

Well, we've never met. Absolutely. We almost did. They this year, we almost did. So we have a set up in 2020

close.

So close. Amazing. But it's it's true that I've had people who reached out to me just with a simple message or a question, and they said, oh, Tyson, what would you do in this scenario? I didn't know them, but I knew we were connected through LinkedIn. Well, when I got messaged, I could see that we were.

I would then just answer back, and then they go, oh, thanks for that. I've I've been listening to your podcast, or they'd say something else. Then it might be a couple of months later that they might say they might have another question. I always answer it. I never don't answer questions.

But then they might say, oh, I'm going to be at this event. I saw that you're speaking. Or are you going to this? And go, yes, I am. Next thing I'm having a coffee with these people.

And this may have been a few messages backwards and forwards over eighteen months. Nothing is better than meeting someone that you've had that connection with through LinkedIn.

Absolutely. I think it's a one thing I did mention here that I think could be great as well is that just to reconnect. Right? Maybe it's with a former resident or it doesn't have to be initially someone brand new to you. Maybe it was someone who was in you were at school with that you had a good rapport with and for whatever reason, maybe you went to residency on the West Coast, they went to residency on the East Coast, you kinda lost contact.

But, you know, kind of reconnecting is one of the greatest things about, you know, things like LinkedIn. Like I said, to build that kind of cohort or that that group of peers that you can just ask questions to and kind of help help each other out in in ways that, you know, it can be really, really valuable.

Well, the I think the the company I was talking about before where I was invited to speak, I think that all started through LinkedIn. That was just a few things backwards and forwards that they'd asked me a couple of questions, and then went from there onto can I do a webinar for them? Yes. And then the relationship oh, then we met at a podiatry conference, then it sort of grew from there. So LinkedIn, great way to start.

Amazing how that can happen. For sure.

And it's not just with other podiatrists too. Obviously, if there's journalists in your area that are on LinkedIn, connect with them. Comment on their articles. If they write something you really agree with, say, I love that. Give them really positive information, then they'll figure out who you are.

You're a podiatrist. When they're doing any articles at all that may have something to do with footwear, podiatry, lower limb, they're gonna reach out to you because they're gonna feel they know you.

Now that could be huge. You know, there's ways to build up community and trust outside of podiatry. So that that's definitely a great tip there.

Okay. So where are we gonna finish up on this, Jim?

Yeah. So just to recap, you know, the kind of things we talked about earlier. Like I said, I have this list of, you know, 26 podiatrists to follow on LinkedIn in 2026. You can go on LinkedIn and find it. If you don't find it, feel free to send my send me a message, you know, from at podiatry dot marketing, you know, I can get it to you.

But really the the first step is co create instead of pitching yourself on the platform. No one wants a you know, it's a little self promotion. Every once in while is okay.

Oh, yeah.

Don't make it too egregious. Don't make it too don't make it like all the time where you're annoying people. If you need any help or if you wanna know what the right amount is, just let me know. Send me a direct message on LinkedIn. I can let you know what I think the right formula is.

Build a two way referral network across cities, specialties, sometimes even countries. That can be huge. Use it to recruit or get recruited. If you're looking to bring on an associate or if you're looking to to get hired by someone, it can be a great platform for that. Also, you can turn these vendor relationships in the industry into either marketing leverage or potentially being consultant with them to get more visibility for your practice.

And then, you know, find your pure brain trust. Maybe it's new people that you respect the work they do, or maybe it's old friends or old colleagues that you've just dis you know, have been disconnected with forever because life got in the way. So this week, you know, pick one of the five and make a single concrete move. You know, maybe it's, you know, collaborating by commenting on LinkedIn posts, you know, looking at some of the case studies that are out there, you know, maybe just going through and seeing, you know, who you know, searching for some old classmates or some other people in podiatry that you liked as a student, see if they're they're on the platform, or maybe just direct message someone. So just do one thing this week.

You know, if you wanna, you know, see this in action, like I said, you can go, you know, grab the 26 podiatrists worth following on LinkedIn in 2026. You know, pay attention to the you know, what standouts these these standouts actually do, not just what they post. And if you want a clear picture, you know, just just download that. You can get it on podiatrygrowth.com and happy to send it your way. Yeah.

That's just a a great opportunity there. So, no, I I really think LinkedIn is the best kind of overall professional platform for our profession. You know, Instagram can be good in some ways as well, but I really think that the most beneficial one currently is LinkedIn. And if you use it the right way, can really help, you know, you become a better podiatrist by, you know, connecting with your peers and just it's a it's a great way to, you know, in this digital age to to to educate yourself, but also just be a good community member in podiatry.

I think it's been absolutely fantastic advice. I've already picked one of the things that I'm going to work on. So, yeah, this has been absolutely fantastic advice, Jim.

Yeah. It's been a lot of fun, Tyson.

Okay. I look forward to talking to you next week. So any ideas? Any hints what your topic's gonna be? I know.

I've done that to you before.

I like to put my finger in the wind and see which way is the wind blowing, and then you know, whether it be a few days or a couple days beforehand, then, just pick something out. So Yeah. No idea what the next topic's gonna be.

Stay tuned. Okay, big Jim.

Stay tuned.

I look forward to talking to you next week.

Sounds great, Tyson. Okay. See you. Bye now. Thanks for

listening to Podiatry Marketing with Tyson Franklin and Jim McDaniel. Subscribe and learn more at podiatry Marketing. That's the website address, podiatry.marketing.