The 80/20 of AI Marketing: What It Can Do, What You Still Have to Own

<cite>Jim McDannald, DPM:</cite>
<time>00:51</time>
<p>You're listening to Podiatry Marketing, conversations on building a successful podiatry practice with Tyson Franklin and Jim McDannald.</p>
<cite>Tyson E. Franklin:</cite>
<time>01:00</time>
<p>Hi. I'm Tyson Franklin, and welcome to this week's episode of Podiatry Marketing. With me as usual is big Jim McDannald. How you doing today, Jim?</p>
<cite>Jim McDannald, DPM:</cite>
<time>01:10</time>
<p>Doing well, Tyson. Things are warming up here in Montreal. It's starting to actually feel like spring. You know, here it is in May. Things happen a little bit more slowly here in my part of Canada, but now very happy to be wearing a short sleeve shirt for those to continue on the podcast and and not freezing too much here in Montreal.</p>
<cite>Tyson E. Franklin:</cite>
<time>01:28</time>
<p>Yeah. I like it when it gets to summer. Normally, you've got your shirt off that people can't see it. I have to I have to look at you. And Yeah.</p>
<cite>Tyson E. Franklin:</cite>
<time>01:34</time>
<p>The</p>
<cite>Jim McDannald, DPM:</cite>
<time>01:35</time>
<p>the viewership on YouTube just goes through the roof when I do that. So, yeah, that'll that'll happen usually in June and July episodes.</p>
<cite>Tyson E. Franklin:</cite>
<time>01:40</time>
<p>Oh, through the roof. Yeah. You gotta check out the videos. June, July, Jim looking buff. Not a not a hair on his body and shirts off.</p>
<cite>Tyson E. Franklin:</cite>
<time>01:48</time>
<p>So</p>
<cite>Jim McDannald, DPM:</cite>
<time>01:49</time>
<p>I'm not sure about that, but yeah. If you say so.</p>
<cite>Tyson E. Franklin:</cite>
<time>01:52</time>
<p>Are you a bit of a hairy beast, you?</p>
<cite>Jim McDannald, DPM:</cite>
<time>01:54</time>
<p>Yeah. That's in my genetics. I got the facial hair. I've got plenty of chest, arm, and body hair. So, yeah, I've been blessed with that.</p>
<cite>Jim McDannald, DPM:</cite>
<time>02:00</time>
<p>So a little too much information for the the listeners there.</p>
<cite>Tyson E. Franklin:</cite>
<time>02:04</time>
<p>Yeah. I think I got two chest hairs. Just depends which day of the week it is because they just fall out.</p>
<cite>Jim McDannald, DPM:</cite>
<time>02:09</time>
<p>Like a naked mole rat.</p>
<cite>Tyson E. Franklin:</cite>
<time>02:10</time>
<p>Oh, yeah. So what are we talking about today?</p>
<cite>Jim McDannald, DPM:</cite>
<time>02:12</time>
<p>So today, we're gonna be talking about the eighty twenty of AI marketing. You know, what it can do right now and what people still need to own and execute on. And I think it's a a pretty common thing that I have. You know, I just got off on a few calls this week with some different perspective clients. And one the first questions a lot of people are asking me these days is like, you know, why do I need marketing?</p>
<cite>Jim McDannald, DPM:</cite>
<time>02:31</time>
<p>You know, I've got ChatGPT or I've got Claude. I can just, you know, create a marketing plan there and just you know, it's it's it's gonna work well. But I think, you know, flagging a few things about that. Number one, you know, do you know the right questions to be asking Claude or ChatGPT? Like, what what specific type of marketing plans are what kind of information gonna feed into it to get like a really specific plan that's gonna you're able to execute on.</p>
<cite>Jim McDannald, DPM:</cite>
<time>02:58</time>
<p>Because that's the second part. Right? You know, so I think, you know, Claude and ChatGPT can be good kind of, you know, agents or something kinda working alongside you, but knowing exactly what you need and what's working well in marketing and then, you know, just doing the execution is something that you can't necessarily fully automate these days with AI.</p>
<cite>Tyson E. Franklin:</cite>
<time>03:17</time>
<p>And the thing is too, if they're talking to someone like yourself or me, it's they're talking to people who've who've got experience in actually doing this. And I'll guarantee that same person you spoke to, they could put whatever question they ask, Chad or Claude, and could put in three times, and they'll get three different marketing plans. So which is the right marketing plan for them? Which one are they actually gonna follow?</p>
<cite>Jim McDannald, DPM:</cite>
<time>03:39</time>
<p>No. For sure. I think that's a great point, and there's just there's so much noise out there about marketing. Right? So like how can you kinda like they call it like an AI terms, they call it like a harness.</p>
<cite>Jim McDannald, DPM:</cite>
<time>03:47</time>
<p>Like, how are you gonna harness like the right information in the right way to develop a plan that is, like you said, it's not something that's gonna, you know, put three different versions of it. Right? You have to be able to kinda like sift through the information it's giving you and and know what to ignore and what to execute on. So that's kinda what the topic is today.</p>
<cite>Tyson E. Franklin:</cite>
<time>04:06</time>
<p>Okay. Cool. Let's get into it then.</p>
<cite>Jim McDannald, DPM:</cite>
<time>04:08</time>
<p>Yeah. So we'll start off by saying like, you know, like what the real question isn't whether to use AI. Like this is not like I'm I'm a frequent user of it. Like, it's something that</p>
<cite>Tyson E. Franklin:</cite>
<time>04:16</time>
<p>I could</p>
<cite>Jim McDannald, DPM:</cite>
<time>04:17</time>
<p>say kinda works as almost like a co as a copilot in my daily work. So I'm definitely not, like, trying to poo poo, but I think it's not at that point in time where you can just, like, let it run wild on your marketing. Right? So every week, a podiatrist, you know, ask me the same that same question. Right?</p>
<cite>Jim McDannald, DPM:</cite>
<time>04:32</time>
<p>Why I pay for marketing help when ChatGPT and Clog can do it for free or for a really low price? And that's really the wrong question. The right question is which part of your marketing is AI actually good at? And what part do you still, you know, need to kinda, like, either do yourself or hire someone to to execute that plan? Because it's not, like, a 100% there yet in either direction.</p>
<cite>Jim McDannald, DPM:</cite>
<time>04:55</time>
<p>It's closer to kinda eighty twenty. AI can handle a real chunk of the work, but the 20% it can't touch is the 20% that decides, you know, like the really important stuff that's that nuance and that execution whether you're gonna grow or you're burning money. So most practice owners can't tell, you know, exactly the right way to use these tools yet.</p>
<cite>Tyson E. Franklin:</cite>
<time>05:14</time>
<p>Yeah. And that's a really good point too because you you could have 10 practices, and the difference between the practice that really stands out to everybody else, they're not doing things overall a 100% different. They're only doing something 10 or 20% different, but it's that it's that 20% that really separates the average from the exceptional. And I think that's exactly what you're talking about here.</p>
<cite>Jim McDannald, DPM:</cite>
<time>05:36</time>
<p>No. Absolutely. Like like we talked about in previous podcasts, and I think you've talked with some other folks on podiatry legends. It can do things like, you know, build, you know, multiple blog posts. Right?</p>
<cite>Jim McDannald, DPM:</cite>
<time>05:46</time>
<p>It can just, you know, take your information or the what your protocols or the way you treat people and just create a ton of content around that. But are are you sure that that's actually what Google and, you know, search engines and AI engines are looking for? Is it in the right type of format? Where are you learning how to do making sure that it is in that right output and format that is published correctly. So like I said, there there's a lot of things they can do, and it but there's also things you have to avoid.</p>
<cite>Jim McDannald, DPM:</cite>
<time>06:14</time>
<p>And kind of knowing knowing those specific details, like, it's like what we've talked about previously, you know, patients are coming much more informed into the clinic these days. They feel like they they know all about diagnosis and treatments, but, like, they don't know, like, you know, your form of training. They don't know how to actually do surgery. They don't know the kinda, like, best practices when it comes to, like, patient care. And that's why, you know, the the podiatrist listening to this podcast, like, you are the expert.</p>
<cite>Jim McDannald, DPM:</cite>
<time>06:42</time>
<p>It's kinda like Tyson and I. Like, I I spend on you know, my entire days are around focused on marketing execution and delivering results. You know? Yeah. You can probably if you spend a lot of time, you might be able get at my level at some point, but like, this is all I do every single day.</p>
<cite>Jim McDannald, DPM:</cite>
<time>06:56</time>
<p>So probably not quite where I'm at. Not to not to boast or brag. And and it's it's it's helpful to have someone that knows the right questions to ask and how to execute in the right way. So yes, AI is gonna be super helpful, but, you know, like like you talked about, even with the business coaching, right, most podiatry owners, they kinda get into a bubble. They don't necessarily know what successful practices are doing unless they're really, really out there talking to folks.</p>
<cite>Jim McDannald, DPM:</cite>
<time>07:21</time>
<p>So it's important that, you know, that you really consider that extra 20% that, you know, yeah, you can get a lot of information and feedback from AI or Claude or ChatGPT, but, like, when it comes to planning the execution, those are two areas where you still need to kind of a human in the loop.</p>
<cite>Tyson E. Franklin:</cite>
<time>07:37</time>
<p>I agree with you a 100% because, like I said, it it's that 20% that really makes a difference. And if I if anyone approached me and said, hey. I wanna do more Google Ads. What should I do? I'd say, oh, contact Jim because I don't I don't do that.</p>
<cite>Tyson E. Franklin:</cite>
<time>07:51</time>
<p>I I just haven't worried about it. I haven't wanted to learn a lot about it because I know there's other people out there who that's what you do. So why worry about that myself? But when it comes to actual business coaching and putting the business together, that stuff I I know extremely well.</p>
<cite>Jim McDannald, DPM:</cite>
<time>08:07</time>
<p>Absolutely. And like we said, like you probably, you know, get some some good information, some good ideas from from AI, whether it be coaching or marketing. But like you talked about, the real planning and execution portion is is still lacking when it comes to that.</p>
<cite>Tyson E. Franklin:</cite>
<time>08:21</time>
<p>Yeah. Well, on Podiatry Legends, one of a recent a few weeks back now, a solo episode I did was the worst time to get a business coach. And in brackets, it's like waiting until you get busy. And a lot of people, they they might go to chat. They might go to AI and say, hey.</p>
<cite>Tyson E. Franklin:</cite>
<time>08:35</time>
<p>Give me some marketing ideas. Help me with this, and they might do that. And also, the clinic starts get a little bit busier. But because it was never set up right in the first place, the amount of patients and money that they lose and time that they lose when they're then having to go back and fix up and patch up all these holes, whereas they did it earlier, they wouldn't have the same problem. This applies the same way.</p>
<cite>Jim McDannald, DPM:</cite>
<time>08:55</time>
<p>Absolutely. That that kinda leads into that that second part, this second part of the talk tonight. You know, it's also, like, what is the 80%? Right? So, like, I talked about, you know, maybe does 80% of the stuff good and 20% not so great.</p>
<cite>Jim McDannald, DPM:</cite>
<time>09:07</time>
<p>But let's be fair. You know, it is does some some things pretty well. Like, we talked about drafting blog posts. Sometimes, you know, if you do use speech to text, can, you know, basically kind of rewrite a rambling paragraph into something that's a little bit tighter and more Yeah. You know, better executed when it comes to writing.</p>
<cite>Jim McDannald, DPM:</cite>
<time>09:24</time>
<p>You know, maybe you're thinking about headlines for an article or something you can get, you know, five or 10 different headlines to kinda test things out and not have to like spend thirty minutes or forty five minutes trying to think of a catchy headline. Explaining kind of, you know, if you have to translate documents from English to Spanish or to or into French or something, it's a great way of doing that. So, you know, these things can be complicated and, you know, used to be pretty expensive to do. And, you know, if you use AI well, you know, you could sometimes turn a two hour job into a a twenty minute job, and that's real leverage. The mistake isn't AI for this stuff.</p>
<cite>Jim McDannald, DPM:</cite>
<time>09:56</time>
<p>The mistake is the kind of the thing that can do the whole job. It's you know, it can do that middle 80%, but the stuff that, you know, it's always it's more stuff that's that's less strategic, would say. It's more kind of like doing work as opposed to like the strategic thinking that needs to be high be behind the doing or before the doing.</p>
<cite>Tyson E. Franklin:</cite>
<time>10:16</time>
<p>Yeah. And I think this is where the the human element comes in that AI doesn't understand. So even like, on my podcast, I had gone to chat and and wanted to work on some of the titles. So I picked a certain number of episodes, and I did that over, like, about a two month period. What was really interesting is the ones where I had AI help me with the titles, the listenership or the numbers of listens dropped considerably.</p>
<cite>Tyson E. Franklin:</cite>
<time>10:41</time>
<p>When I went back and I went, I'm just gonna change them how I would normally write it, all of sudden, the the numbers increased again. And it's because chat was looking at podcast titles as looking for, like, SEO as though people are searching for this thing. Whereas chat wasn't thinking like how podiatrists would think and look at a podcast and go, does this title interest me? It has to have something very quick, not this big long winded SEO version of it. So shortening them back down made a huge difference.</p>
<cite>Tyson E. Franklin:</cite>
<time>11:10</time>
<p>That's the human part that AI can't do, that doesn't understand.</p>
<cite>Jim McDannald, DPM:</cite>
<time>11:15</time>
<p>No. Absolutely. I think that's a great point. And like one way to try to, like, maybe help teach the AI is to, like, maybe take five or 10 of those more human based, you know, headlines and make a small project about it. So you make you know, can kinda try to have them rewrite it more in your style.</p>
<cite>Jim McDannald, DPM:</cite>
<time>11:30</time>
<p>But I I definitely hear that if you're just kinda like not giving it any kind of context, it's gonna pull from long rambly SEO headlines and not necessarily the good stuff. So that that's that's really, really important context there. Like I talked about, you know, if it can use, like, certain things, like if I'm, you know, wanting to to speak in a a specific way, like, let's say it's I'm building out a page about plantar fasciitis. It can be pretty good about, you know, make that page at a ninth grade reading level. You know, what types of sections, you know, should this page have?</p>
<cite>Jim McDannald, DPM:</cite>
<time>12:01</time>
<p>You know, like a questions and answer section. Should I talk about kind of like, you know, different forms of treatment? You can kinda like you can kinda utilize it or you can actually even show it maybe there's like three to five other clinic websites about that have a plantar fasciitis page that you think is good and you like to kind of have an a hybrid of those. You can share those three links to something like Claude or ChatGPT, and it might be able to help you kinda get, like, kind of a rough draft of something going. So it can save a lot of time in those ways.</p>
<cite>Jim McDannald, DPM:</cite>
<time>12:29</time>
<p>So I think, like I talked about, once you have the strategic thinking in your head as far as, you know, what's gonna connect with humans or what's gonna connect in a way that you want it to, then then that's the time to kinda implement things like Claude and ChatGPT. If you're just expecting it to do, like like you talked about, the 100% of the work, it's not gonna be great, but it can do that 80% pretty well.</p>
<cite>Tyson E. Franklin:</cite>
<time>12:48</time>
<p>Yeah. And I think that comes down to, you know, the difference be what I said before about the average podiatrist is the exceptional one. The average podiatrist can sometimes be lazy, And I go, I'll put something in the chat and go, that's good enough. It's done this for me. I'm just gonna use it.</p>
<cite>Tyson E. Franklin:</cite>
<time>13:03</time>
<p>Whereas the exceptional one may use it, but then realize they don't have all the answers. They they they get a little bit of help. And most most podiatrists I know that have had really, really good clinics, every one of them has worked with someone externally in some aspect of their business. Absolutely. What's next?</p>
<cite>Tyson E. Franklin:</cite>
<time>13:20</time>
<p>So next</p>
<cite>Jim McDannald, DPM:</cite>
<time>13:20</time>
<p>is like so what is this 20%? Like, you know, I've kinda touched on a little bit. It's it's kinda like, you know, strategic thinking and those things. But just to drill down a little bit further into it, you know, the 20% that AI can't touch is really comes along the lines of diagnosis. Mhmm.</p>
<cite>Jim McDannald, DPM:</cite>
<time>13:34</time>
<p>So let's say you're looking at a specific Google Ads account and, you know, telling why your ad got flagged or not just kinda 10 generic reasons. It requires some level of judgment, you know, knowing that for, you know, seven month old practice in a saturated market, you know, Google Ads and, like, local service ads matter. And the other, you know, 40 things on the plan really don't because they're, you know, there's it's it's very specific to that local marketing. And knowing kinda what to ignore because, you know, AI will happily write you 30 pages 30 page plan about Instagram, YouTube, TikTok, SEO, blogs, newsletters, community outreach, you know, all kinds of stuff. As the expert really have to kinda like, you know, think about the things to do.</p>
<cite>Jim McDannald, DPM:</cite>
<time>14:15</time>
<p>And that difference is the difference between growth and a full refill kind of AI generated content that nobody's ever gonna implement. So that that's a really, really important point point there.</p>
<cite>Tyson E. Franklin:</cite>
<time>14:25</time>
<p>So what else do they need to do though? There has to be more to it than that.</p>
<cite>Jim McDannald, DPM:</cite>
<time>14:29</time>
<p>Yeah. So I mean, like you talked about, just understanding kind of like we talked about, if if a patient comes into your practice, they may feel like they know what their diagnosis is. Right? But like you are the expert, so you need to make sure that like these types of things, you're not just kinda like, you know, when you're doing things, you're not just kinda farming out those ideas to AI. You're you're kind of reserving judgment for yourself because you know what what's going on and also subtracting some of those things that that don't make as as much sense.</p>
<cite>Jim McDannald, DPM:</cite>
<time>14:55</time>
<p>So, you know, kind of AI gives you kind of the full menu of things, but it's really like your expertise, like, as the the provider or, you know, especially when it comes to marketing, you know, you need to know exactly what the right order is or kinda right through the right things to execute.</p>
<cite>Tyson E. Franklin:</cite>
<time>15:11</time>
<p>I think the judgment part is really important there because, you know, people in general, if you ever look at the average community, some people have poor judgment. And if they're not experienced at, yep, making the right call on certain things, if and like I said, if they just use AI and don't give it a little bit of thought, that could be poor judgment.</p>
<cite>Jim McDannald, DPM:</cite>
<time>15:29</time>
<p>Absolutely. And the poor and the poor judgment kinda, like, leads into, like, my my fourth point tonight, and that's really, like, some AI models still have kind of a hallucination problem.</p>
<cite>Tyson E. Franklin:</cite>
<time>15:37</time>
<p>They're funny when they do that though.</p>
<cite>Jim McDannald, DPM:</cite>
<time>15:40</time>
<p>Well, they're funny, but like, you know, in certain types of businesses, it's not gonna have too too much of a negative impact. But when you're in medicine, it matters a lot more.</p>
<cite>Tyson E. Franklin:</cite>
<time>15:47</time>
<p>Oh, yeah.</p>
<cite>Jim McDannald, DPM:</cite>
<time>15:48</time>
<p>So, you know, there's a reason why 20% matters more for podiatrists than for most businesses, and that's because AI makes makes things up occasionally pretty confidently. So CPT codes that don't exist, you know, Medicare coverage rules that are wrong, heel pain statistics that don't trace back to any real information. These models are getting better, and there are certain models that you can use to look up, you know, diagnosis and treatments and medical studies. But, you know, it'll sometimes confidently tell you, you know, how Google ranks local businesses using factors that has publicly said that it doesn't apply. So without expertise, you can't tell what's real and what's invented.</p>
<cite>Jim McDannald, DPM:</cite>
<time>16:26</time>
<p>And that's that, you know, that's not an eighty twenty problem. That's a 100% of your credibility that's on the line if you just, you know, kind of follow this stuff blindly.</p>
<cite>Tyson E. Franklin:</cite>
<time>16:35</time>
<p>Yeah. And you and if you post something, whether it's a a blog article or some form of marketing, if you post something and it is incorrect, you are to blame. You you can't turn and go, oh, but that's that's what AI AI told me, or that's what my research told me. Well, your research is wrong. So you should be aware of that.</p>
<cite>Tyson E. Franklin:</cite>
<time>16:54</time>
<p>It goes back to the previous point about your judgment, making a judgment call on some of the things that it's writing.</p>
<cite>Jim McDannald, DPM:</cite>
<time>16:59</time>
<p>No. Absolutely. You still have to be the editor. Right? It can do some of the writing, but you have to you can't be asleep at the wheel.</p>
<cite>Jim McDannald, DPM:</cite>
<time>17:04</time>
<p>You have to review the outputs and make sure that it's accurate because, yeah, there's real world consequences to to false information and to, like, you know, definitely the the doing no harm is the the first objective of any health care provider. So you gotta make sure that that is the case.</p>
<cite>Tyson E. Franklin:</cite>
<time>17:21</time>
<p>Yeah. And you said right at the beginning, there was someone you were talking to who they were asking you these questions, or were they telling you, oh, I use AI just to do everything for me, and you were explaining the difference between it.</p>
<cite>Jim McDannald, DPM:</cite>
<time>17:33</time>
<p>Well, they're just kinda like, they're curious. Right? I mean, obviously, small businesses don't like, small business that we work with don't necessarily have, you know, million or billion dollar marketing budgets. Right? So that they can find ways to, you know, be more economical and save a dollar here, a dollar there.</p>
<cite>Jim McDannald, DPM:</cite>
<time>17:46</time>
<p>They're they're trying to find ways of doing that. So I think they're just trying to find ways of being more efficient. So, know, you if they feel like they can develop a marketing plan and execute it, you know, at some point of these AI agents come to life and, you know, can do all of these things, I think some I think we're still a long ways away from that. But I think people are just curious because, like, there's obviously a lot of hype and a lot of, you know, if you you're watching commercials or you're that seems like a new clot or a CHAP GPT model drops every three to four months. So people are are curious about, you know, how how these things can benefit their businesses.</p>
<cite>Jim McDannald, DPM:</cite>
<time>18:17</time>
<p>I think it's a lot of curiosity and hope that maybe this can be a way to, you know, drive efficient ways to to do marketing, but also in other aspects of, you know, of practice management.</p>
<cite>Tyson E. Franklin:</cite>
<time>18:30</time>
<p>Yeah. I think it's just the it's just the thought component about what you're doing. Like you said, right at the beginning too, was if a patient was talking to a podiatrist, I oh, no. I don't need to see a podiatrist, so I got all my information online. And yeah.</p>
<cite>Tyson E. Franklin:</cite>
<time>18:46</time>
<p>My husband's a diabetic, so I got all the information I need online, and I'm just looking after him myself. The podiatrist would be screaming from the rooftops that you shouldn't be doing that. This applies exactly the same way.</p>
<cite>Jim McDannald, DPM:</cite>
<time>18:58</time>
<p>Yeah. I think you have to, like, put some trust in experts and people that do on a consistent basis. Right? Because, like, yeah, if you you don't know what you don't know, and if all your information is coming from, you know, something that can't execute that kinda, like, doesn't necessarily have that there's strategic thinking of knowing how to develop this marketing plan or a coaching plan for, you know, a real clinic, that that that can be problematic.</p>
<cite>Tyson E. Franklin:</cite>
<time>19:21</time>
<p>Yeah. That's why I always sometimes refer to people as free people, where they're just after free stuff. They would rather just use free information that will help them a little bit instead of paying for real information that's gonna actually help them a lot.</p>
<cite>Jim McDannald, DPM:</cite>
<time>19:36</time>
<p>Yeah. It can be that way sometimes.</p>
<cite>Tyson E. Franklin:</cite>
<time>19:38</time>
<p>And I think everybody look, I remember when I started out, I was probably like that myself. I just didn't I was concerned about the budget. So you're really watching where you were spending your money. But I think it's one of those things that once your cash flow starts coming, instead of buying a better car, is maybe reinvest it back in your business by getting help in the areas where you know there's experts and know more more than yourself.</p>
<cite>Jim McDannald, DPM:</cite>
<time>20:00</time>
<p>For sure. That makes a lot of sense.</p>
<cite>Tyson E. Franklin:</cite>
<time>20:01</time>
<p>So what's the next point?</p>
<cite>Jim McDannald, DPM:</cite>
<time>20:02</time>
<p>Yeah. So the final point today is and we touched on it a little bit already, but it's that execution gap. You know, this is 20% that the part that gets the work done. Right? And we talked about I joke around a little bit about AI agents and other things that might come down the line, but for right now, this execution is super important.</p>
<cite>Jim McDannald, DPM:</cite>
<time>20:18</time>
<p>Right? Otherwise, you know, the marketing doesn't happen. So here's what nobody tells you about the eighty twenty of AI marketing. You know, the 80% of AI handles is kind of the part that's kind of the easiest to do. First drafts, outlines, brainstorms.</p>
<cite>Jim McDannald, DPM:</cite>
<time>20:32</time>
<p>The 20% is that's hard is that same 20% that actually has to get the work done. Right? So logging into Google Ads every week, posting on your Google business profile consistently, getting your web developer to change the phone number on eight different pages, responding to reviews in your voice, you know, AI writing a a 30 page plan in ten minutes. You know, a huge a human can execute it over, you know, ten months. Know, with a a full patient schedule, AI does not have that to do list.</p>
<cite>Jim McDannald, DPM:</cite>
<time>21:00</time>
<p>Right? It's you do, and your to do list is already full. So, yeah, it's it's gonna, like, create all that extra work for you, which is great, but who's gonna do it? Right? Like, because the like I talked about, AI agents aren't there yet to to kinda do the delivery.</p>
<cite>Tyson E. Franklin:</cite>
<time>21:15</time>
<p>Are you saying that some people are lazy?</p>
<cite>Jim McDannald, DPM:</cite>
<time>21:18</time>
<p>I'm not saying they're lazy. They're just they're busy. Right? Yeah. And they think that, like, AI is gonna be a thing that can brainstorm, plan, and execute for them.</p>
<cite>Jim McDannald, DPM:</cite>
<time>21:26</time>
<p>And it's not at that stage yet. It's just not that doesn't have that level of strategic thinking and execution. So people are people are busy. They just have they just sometimes don't understand what other people are doing because they're treating their patients. They're you know, they they can't understand what it's like to to sit at a computer and and market a practice all day.</p>
<cite>Tyson E. Franklin:</cite>
<time>21:46</time>
<p>Yeah. It's I think the consistency part is really important, though, because to do this right, you must block time out to actually do it. And if you're already busy seeing patients, then you gotta think about how much are you making per hour when you're seeing patients compared to how much do you make when you're doing all this other stuff. And you've gotta weigh that up. Do you get somebody else to do it for you, or do you do it yourself?</p>
<cite>Jim McDannald, DPM:</cite>
<time>22:07</time>
<p>No. Absolutely. Like like you said that the the hard 20% is that consistency, the execution, maintenance, judgment. That's exactly the things that AI, especially when it comes to marketing podiatry practice can't do right now.</p>
<cite>Tyson E. Franklin:</cite>
<time>22:21</time>
<p>Okay. What else?</p>
<cite>Jim McDannald, DPM:</cite>
<time>22:23</time>
<p>Yeah. So that's kinda like the that was the five main points, you know, just to recap, like the, you know, eighty twenty of AI marketing, you know, a d I AI can handle that easy 80% drafts variation first pass, but really can't touch that hard 20% yet. The diagnosis, judgment, subtraction, execution, and in medicine, like I talked about, that 80 that 20% matters more than anything anywhere else because you don't get to be wrong. Right? Like it's not you want to minimize how often you're wrong.</p>
<cite>Jim McDannald, DPM:</cite>
<time>22:53</time>
<p>So you have to kind of be the editor. You have to be in charge there. So, you know, I think it could be helpful for people to take action. Right? So this week, you know, get out a piece of paper, you know, make two columns on the left column, write down maybe, you know, maybe it's something you're working with a marketing provider right now, but what's every marketing task that you would trust AI to do AI to do?</p>
<cite>Jim McDannald, DPM:</cite>
<time>23:14</time>
<p>And on the right column, every marketing task that requires judgment about your specific practice. The left column is where AI earns that kind of, you know, $20 a month or whatever you're paying for the plan, and on the right column is where you need an expert to execute with you. You know, whether it be for you or with guidance under that expert, but I think it's really, really important that we have a a real understanding of where we're at with Chad GPT and Claude to make sure that people are to get kinda build the practice they wanna build because, you know, someday in the future, sure, maybe three to five years from now, some AI agents will take over and make you the best website in your local area. But until that happens, you know, working with an expert is is kinda the one two punch that can be really, really effective for marketing podiatry clinic.</p>
<cite>Tyson E. Franklin:</cite>
<time>24:01</time>
<p>Well, if people want more help, give your details, Jim, because that's who they should be reaching out to.</p>
<cite>Jim McDannald, DPM:</cite>
<time>24:06</time>
<p>Yeah. People can reach me, Jim at Podiatry Growth, or they can just visit with the website podiatrygrowth.com. And, no, I'm happy to answer questions. You know, you know, you and I provide kind of a free online practice visibility scan or scorecard for people to take a look and see how they're ranking locally. So feel free to check check that out on either the podiatry.marketing website or on podiatrygrowth.com.</p>
<cite>Jim McDannald, DPM:</cite>
<time>24:29</time>
<p>And, yeah, we're happy to give away free information to help our fellow podiatrists be seen. And if you need coaching, Tyson, you can provide your your contact information there as well.</p>
<cite>Tyson E. Franklin:</cite>
<time>24:40</time>
<p>Just go to my website, tysonfranklin.com. Just search through the page. Follow the links. If you've listened to this episode and you go, okay. You you might be listening to this episode.</p>
<cite>Tyson E. Franklin:</cite>
<time>24:50</time>
<p>You don't own the business. You might be working with somebody else. If you think they need to hear this because they're doing it all themselves, then get them to listen to this episode and just share with other people. This isn't just podiatry related either. If you know other people and other businesses who need this information, just share it.</p>
<cite>Jim McDannald, DPM:</cite>
<time>25:05</time>
<p>Definitely. It's a great plan, Tyson.</p>
<cite>Tyson E. Franklin:</cite>
<time>25:08</time>
<p>Okay. Anything else before we wrap up?</p>
<cite>Jim McDannald, DPM:</cite>
<time>25:09</time>
<p>No. I think we're good. Go ahead.</p>
<cite>Tyson E. Franklin:</cite>
<time>25:11</time>
<p>Okay, Jim. I look forward to talking to again next week.</p>
<cite>Jim McDannald, DPM:</cite>
<time>25:13</time>
<p>Bye now. Thanks for listening to Podiatry Marketing with Tyson Franklin and Jim McDonnell. Subscribe and learn more at Podiatry Marketing. That's the website address, podiatry.marketing.</p>