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Marketing Your Podiatry Practice

12 Marketing Strategies That Podiatrists Should Try

Your specialty is podiatry, not marketing. We have the tips you need to jumpstart your practice’s marketing efforts. Although online advertising is very important, we also believe that old school marketing techniques can still be very effective. You can keep reading to learn more.

1. Treat your patients well. Word of mouth recommendations are incredibly important. So, how do you get more people to recommend you to their friends and family? Be the best podiatrist you can be. Treating people with care and compassion is the best way to keep your existing patients and to attract new ones. When you alleviate someone’s foot pain, of course they will refer their friends to you.

2. Build a great website. First off, you need to have a website. If you don’t have a website already, now is the time to invest in one. Many patients want to do everything online – from scheduling an appointment to filling out the required forms. If your website is not equipped to do this, you may want to consider an upgrade. Patients should also be able to find your contact information, hours of operation, office locations, and what insurance providers you accept. There are several ways to create a new website. You can hire a web design company or you can use a DIY platform to build one on your own.

3. Give PPC Advertising a try. Pay-per-click advertising is an easy way to increase the amount of visitors to your website. If you have a great website, you’ll be able to turn these website visitors into new patients. When putting together your first campaign, think about the terms that people use to search for a local podiatrist. They don’t just type in “podiatrist near me”, they also use terms like “foot specialist”, “foot doctor”, or “foot surgeon”. PPC advertising can become expensive for smaller practices. Make sure that you set practical budget limits when you set up your first campaign.

4. Use a direct mail marketing service. Sending out a postcard or flyer in the mail is a great way for podiatrists to generate new business. As our email inboxes become more cluttered, it’s easier to reach people through traditional “snail mail”. Although it might seem “old school”, a great mailing can really make a big impact. A direct mail service can handle everything from mocking up designs to figuring out the correct postage. You can provide a list of your existing patients or they can help you target a new local audience. Make sure your mailer includes the correct contact information so people can reach you!

5. Build a brand for your business. There may be five other podiatrists in your town. What are you going to do to separate yourself from the pack? Building a strong brand is a great way to distinguish yourself. What’s your specialty? Do you specialize in pediatrics or sports injuries? Diabetic foot care? Bunions surgery? You need to show people what makes you different from other local practices and include this information on your business cards, flyers, and other promotional materials. Always keep a few business cards on hand. You never know when you are going to meet your next patient. You also want to gear your marketing efforts toward the people who are most likely to need your services. Younger people are more likely to find a podiatrist online whereas older patients might find you in the phonebook.

6. Use a pay-per-call service. Buying calls is a great way to get your phone ringing. The pay-per-call service places advertisements on your behalf. If someone is interested in learning more or requesting an appointment, they will call your office directly. You are charged a certain amount for each incoming call. There are many reasons that someone might need to see a podiatrist, including 1) plantar fasciitis, 2) bunions, 3) diabetic foot care, 4) ingrown nails, 5) arthritis, 6) sports injuries, 7) hammertoes, or 8) heel pain.

7. Ask your patients for positive reviews. More and more patients are relying on online reviews to choose healthcare providers. They want to know that other people have had a positive experience in the past before coming into the office. Reviews can be a major key to building your online reputation. Hopefully, most of your reviews are positive. Highly-rated practices often get more visibility on these review websites, so take full advantage. If you get a few bad reviews in the process, try not to worry too much. Honestly, it’s almost impossible to avoid. If you need help recovering though, you can hire an online reputation management company to help you bounce back. When possible, do your best to rectify the situation.

8. Attend a conference. Attending a podiatry conference or seminar is great way to network with other podiatrists and sharpen your skills. During these conferences, you can learn about treatment advances, new therapies, and emerging industry trends. You can also get valuable practice management advice and podiatry marketing tips.

9. Try radio advertising. Radio advertising may be a good option to consider if your practice has several physicians and/or multiple locations. A radio ad can help you reach people spanning an entire metro area. Make sure that you include your website URL, phone number, and office locations in the ad. If you offer weekend appointments or you specialize in treating sports injuries, include that in your radio script. You will want to highlight what sets you apart from other local podiatrists.

10. Give email marketing a shot. It’s much easier to bring a past patient back into the office than to attract a brand new one. Email is a great way to re-engage with your past patients. To start, you could send them a short reminder that they are past due for their annual visit. You could also send a discount coupon or birthday card to help boost patient retention.

11. Improve your website’s SEO. Search engine optimization (SEO) helps to improve your website’s organic search visibility. Don’t you want for your website to rank highly for important local searches? Unfortunately, finding a reputable SEO company can be difficult. Avoid working with agencies that promise results overnight. SEO is something that takes time, but positive results will be worth the wait.

12. Build relationships with other doctors. Local doctors can be a great source of referral business. If you cannot help someone with their problem, you want to have confidence when referring them to another physician. These doctors can then return the favor by referring patients to your practice. As a podiatrist, it can’t hurt to know orthopedic surgeons, physical therapists, dermatologists, and other local specialists.

Marketing for Podiatrists – Questions & Answers

Does a podiatrist need to have a website?

Every podiatrist needs to have a website. It doesn’t have to be fancy, but it’s important to have a professional business website. Your homepage should include your hours of operation, office location, phone number, and email address. It’s also important to make sure your website looks good on every screen (including tablets and cell phones).



Why should a podiatrist care about SEO?

SEO can help put your website in front of a larger audience. When someone does an online search for “best local foot doctor”, you want your website to show up on the first page of the search results. If you have a professional website with original content, you can turn these website visitors into new patients.



Is it a good idea for podiatrists to buy calls?

There are several companies that generate call leads for podiatrists. The best thing about pay-per-call advertising is that the calls come straight to your phone number. People may call you about a variety of reasons, including bunion removal, orthotics, laser toenail fungus treatment, psoriasis, varicose vein removal, or athlete’s foot. The lead generation service will charge you a set fee for each lead.



How can a podiatrist use email to market their services?

Email marketing can work very well for podiatrists. Email is an easy, low-cost way to touch your existing patients. For example, you can put together an email newsletter or run a coupon promotion. Always make sure to write a catchy subject line. This can help improve open rates.



Is it smart for a podiatrist to advertise in the Yellow Pages?

Honestly, it depends on where your office is located and your target audience. Do people in your area still use the phonebook to find local businesses? If this is the case, a Yellow Pages ad may work for you. This is particularly true in more rural areas where there is less competition. If people in your area are attached to their cell phones and computers, your marketing budget may be better spent on Internet advertising.



What is the average cost of a podiatry lead?

Unfortunately, we can’t give you an exact number. Podiatry lead prices will vary based on the 1) quality of the lead, 2) the lead seller, and 3) your geographic location. For example, leads that have been verified over the phone may be more expensive. Additionally, a podiatrist in New York City may pay more for leads than a podiatrist in Cleveland, OH.



Where can podiatrists find leads online?

You’re in luck! You’ve come to the right place. We have put together this information to help podiatrists find some of the top marketing strategies and lead generation services. Use our website to request more information about each available option.



How much should do podiatrists need to spend on marketing?

Podiatrists should spend at least 5% of their gross revenue on marketing. Think about this money as an investment in your business. Every dollar spent on marketing can help you make more money. If you aren’t willing to invest in yourself, who will?