STRIDE NEWS | Grow your practice through the power of marketing

Before diving headfirst into marketing tactics, you should get familiar with the Podiatrists and all other registered health care professionals are required to comply with these guidelines when marketing their business and promoting their services.

 

#1 Who are you (and why you?)

You know that your messaging needs to reflect what it is you do – and in a way that people can immediately appreciate. And you probably already know that you need to define your brand and what makes your practice special. Yet there can be a disconnect between knowing this and applying it.

 

To help bridge this gap, ask yourself these three all-important questions:

1. What type of patients do I want to attract? This could be your focus area.
2. What makes my clinic different? This is your unique selling point (USP).
3. What can I offer patients that is different from other practices? This is your competitive edge.

 

From here, you can not only start to reflect on how to stand out, but why you deserve to stand out – what it is that makes your practice unique.

 

This will directly inform your brand, which is of course, more than just your logo. It’s the reputation and feeling that your patients associate with your clinic. Whether it’s a modern, high-tech experience or a warm, family-friendly atmosphere – your brand should be clear and consistent at every turn – in person, online, over the phone – you get it.

 

Pro tip: Once you have answered the above three questions, write down a short mission statement that explains what makes your clinic unique. Keep this in mind when creating marketing materials such as your website, flyers or even social media posts!

 

#2 Make your website work harder

Now you know what makes your practice stand out, you’re ready for the next step: visibility.

 

Let’s talk about your website, since it is basically your online shopfront where you can showcase your services and entice patients to book.

 

How do you want people to feel when they enter your website? Start from there.

 

Here are some other things to consider for your website:

• Make it mobile-friendly and easy to navigate (don’t be afraid of white space!)
• Be super clear about services, location, hours and contact details
• Write in a way you would speak to your community of patients. Your individual tone and approach are your difference, so own it. Don’t get lost in a sea of cliches and bland language when you can bring your personality to it!

 

Pro tip: Write your website copy as though you are sitting across a table from your patient, sharing a relaxed cup of coffee. Keep it natural and human. And don’t be afraid to have it proofread by AI – to ensure your Search Engine Optimisation – SEO – is primed for potential. SEO covers the words you put on your website to help Google searches find you easily.

#3 Get your Google Business Profile on

If you already have a Google Business Profile, feel justifiably smug and skip to the next section.

 

If you haven’t … then this FREE and quick-win marketing tactic can make a big difference.  Think of your Google Business Profile as your online business card. This is how you can show up on Google Map, which is how patients often find podiatrists.

 

Here are some key things to consider for your Google Business Profile:

• Make sure you have accurate clinic hours and contact details
• Include a link to your website
• Add a booking page if you have an online booking system
• Include professional images of your clinic.

 

Pro tip: Ask happy patients to leave a review – it builds credibility and boosts search rankings!

 

#4 Get social (without leaving your practice)

Leverage social media to engage with new and existing patients. You don’t have to be on every platform, just pick one or two that make sense for your audience. For podiatrists looking to engage with patients your best bets would be Facebook and/or Instagram. Why?

• Facebook: It’s great for community engagement and local awareness
• Instagram: Is ideal for sharing updates and educational content.

 

What to post? This can stump many clinic owners. Here are some ideas to get started (and remember that AI can coach you on potential ideas too).

• Common foot problems and how to prevent them
• Clinic and new team member updates
• Answering FAQs such as “How to find the right fitting running shoe?”

 

Pro tip: Keep it simple – post once or twice a week and focus on educating and engaging rather than just promoting services. You want to build relationships not blast your community with too much promotion.  You can also share the same posts on Facebook and Instagram.

 

#5 Build relationships and get more referrals

Speaking of building relationships, word of mouth referrals is the most effective form of marketing. Don’t underestimate the power of strengthening relationships with:

• GPs and other allied health professionals: Send friendly introduction letters or emails.
• Local businesses: Offer partnerships with gyms and physiotherapists.
• Current patients: Happy patients = natural referrals!

 

Pro tip: Think about which other podiatry-related businesses and events potential patients could learn about you – don’t be afraid to pitch collaborative ideas. For example, a local sports event where you could hand out co-branded flyers, or even a shoe store, where you could host an information session on how to care for your feet.

 

#6 Get in their inbox

Many clinics overlook email marketing, but it’s one of the easiest and most cost-effective ways to keep in touch with patients.

 

What to send? Here’s some ideas.

• Appointment reminders and follow-ups
• Seasonal foot care tips
• Exclusive clinic updates, blogs and promotions.

 

Pro tip: Keep emails short, engaging, and valuable. Don’t forget to include links so you can track which content your community cares most about. A simple monthly newsletter with practical foot health advice can go a long way to keep patients engaged.

#7 Leverage your APodA membership

Last but by no means least, members of the Australian Podiatry Association (APodA) can access stacks of marketing resources to elevate their marketing activities and to grow their clinic. These include:

• APodA member logo: Reinforce credibility and trust by using your APodA member logo in your clinic, across your website, on social media and other marketing materials – right down to your email signature. Download the APodA member logo and get ready to benefit.
• Find A Podiatrist directory: Our find a podiatrist page is the most visited page on the APodA website, with over 85% of visitors coming from search engines. APodA members can reach new patients and be front of mind, simply by adding their listings into our directory for free. And don’t forget to always update your listing!
• Engage your community with a range of ready to use marketing resources for key podiatry events such as Back to School and Podiatry Week.

 

Pro tip: Not a member yet? Join Australia’s largest community of podiatrists to access:

• Easy to use social media, newsletter and website resources for podiatry campaigns
• Exclusive clinical, professional and marketing resources
• Discounted registration for CPD opportunities and events
• Free webinars
• And much more!

Get started

This is your race to run, and you can do as much or as little as you want to – when you want to. Marketing doesn’t have to be complicated, so just start with the basics to build a strong marketing foundation and go from there. Every bit helps.