Podiatry Marketing

Hosted by Tyson E. Franklin and Jim McDannald, DPM

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Episodes

234

Latest episode

Jun 2026

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About the show

Conversations on building a successful podiatry practice with Tyson E. Franklin and Jim McDannald, DPM. Look for new episodes every Monday morning.

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60 recent

June 15, 2026Episode 23424 min

The Marketing Plan That Pays Off Your $50K Equipment

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/reportIn 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 recommend building landing pages and ads around the condition and patient frustrations rather than the device name, activating local referral sources (PCPs, physios, athletic trainers, and even other podiatrists) with repeated outreach, and tracking cost per consult, consult-to-treatment conversion, and months to payback. They also note the need to budget for ongoing maintenance and replacement costs.✉️ Contact: jim@podiatrygrowth.com

June 8, 2026Episode 23321 min

External Versus Internal Marketing (And how to Use them Properly)

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/reportIn 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 a real example where advertising shockwave therapy caused a drop in results compared to problem-focused heel pain ads, and they note treatment pages and blogs still belong on the website for those researching modalities. Practical takeaways include reviewing homepage and ads for problem-first language, training staff to explain options, and using in-clinic materials and newsletters to highlight treatments.✉️ Contact: jim@podiatrygrowth.com

June 1, 2026Episode 23226 min

DIY or Hire It Out For Your Clinic Marketing

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/reportIn 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 advise being honest about skills and interests, DIYing low-risk tasks like posts and reviews while avoiding high-risk technical work such as advanced SEO, ad strategy, website migrations, schema, and Google Business Profile recovery. If outsourcing, they recommend choosing providers who understand podiatry and avoiding generic “we do everything” offers. Success should be measured by new patients and cost per new patient, not vanity metrics.✉️ Contact: jim@podiatrygrowth.com

May 25, 2026Episode 23120 min

Go Where the Buffalo Are

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/reportIn 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 performed well; shockwave therapy worked better as an internal marketing channel after patient education. They stress using patient language, placing the right message in front of the right audience, both online and offline, and avoiding mismatched channels, such as advertising for running injuries in a nursing home newsletter. They also highlight “hidden herd” follow-ups for stalled treatments, choosing high-value patient groups, aligning services with desired niches, and doubling down on proven referral sources (e.g., specific physicians or specialists).✉️ Contact: jim@podiatrygrowth.com

May 18, 2026Episode 23024 min

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

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/reportIn this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss the “80/20” reality of using AI tools like ChatGPT and Claude for podiatry marketing: AI can help with the easy 80% (drafting blog posts, tightening writing, brainstorming headlines, translating text, outlining pages like plantar fasciitis content), but it can’t replace the hard 20% that determines results—strategy, diagnosis of what matters for a specific practice, judgment on what to ignore, accurate editing (especially in healthcare where AI can hallucinate facts), and consistent execution like managing Google Ads, posting Google Business updates, coordinating website edits, and responding to reviews. They emphasize that AI often produces inconsistent plans, can misread human intent (e.g., podcast titles), and that experts help turn plans into outcomes. They suggest listing tasks AI can do versus tasks requiring human judgment and execution, and share contact details and a free visibility scan.✉️ Contact: jim@podiatrygrowth.com

May 11, 2026Episode 22917 min

How Your Reception Design Is Killing (or Boosting) Patient Flow

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/reportIn this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss how a clinic’s reception area acts as a key marketing touchpoint that can either boost or kill patient flow by shaping first impressions and patient feelings. They explain that bottlenecks often start at reception due to unclear processes, last-minute paperwork, slow payment systems, and poor zoning among arrival, waiting, and departure, and share examples from Jim’s recent MRI and doctor visits. They cover practical improvements such as making the desk approachable and uncluttered, optimizing seating quantity and layout, adding clear signage, and using technology like online forms, tap-and-go payments, and membership-style billing to reduce friction. They emphasize that small changes can have a big impact and recommend designing the clinic around reception flow.✉️ Contact: jim@podiatrygrowth.com

May 4, 2026Episode 22823 min

The Five Decisions That Set Up a New Practice for Success

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/reportIn this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss five key business decisions that shape whether a new podiatry practice succeeds before it ever opens. Prompted by a resident preparing to start a practice without a lease or patients, they outline an order of operations: research the market before choosing a location using free data like census trends, income levels, and competitor presence; decide what type of practice and payer mix you want rather than “treating everyone”; build a brand and name that reflect that strategy and can evolve over time; create a website structured around individual condition and treatment pages (and nearby “areas we serve”) written in patient-friendly language; and set up day-one systems like reviews, call tracking, intake workflows, and insurance-call handling to avoid playing catch-up later.✉️ Contact: jim@podiatrygrowth.com

April 27, 2026Episode 22723 min

The Happiness Advantage: The Marketing Strategy You’re Not Using

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/reportIn this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss why happiness is a powerful, overlooked marketing strategy in podiatry, arguing that patients decide emotionally and justify logically, so the in-clinic experience often matters more than ads, websites, or equipment. They explain that small moments—warm greetings, feeling heard, confidence in outcomes, and an encouraging close—create emotional memories that drive trusted word-of-mouth, reviews, loyalty, better treatment adherence, easier rebooking, and less price resistance. Using examples of poor hotel service and strong personal recommendations, they emphasize that mismatches between great online marketing and a flat clinic experience cause patients to leave, and that staff culture is part of external marketing because happiness can’t be faked or outsourced. They share five practical steps: improve the first 10 seconds, slow down the first minute, clearly explain outcomes, end positively, and follow up.✉️ Contact: jim@podiatrygrowth.com

April 20, 2026Episode 22626 min

The Revenue Already Sitting in Your EMR

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/reportIn this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin discuss how podiatry practices can recover “lost” revenue already sitting in their EMR by improving patient recall and follow-up on incomplete treatments. They explain common examples of overdue patients (heel pain, diabetic foot checks, orthotic pickup, shockwave treatment sequences) and why manual recall fails due to front-desk workloads being overwhelmed and inconsistent outreach. Jim outlines how to calculate missed revenue and suggests that even modest rebooking can generate significant monthly income with zero patient acquisition cost. They review AI-powered recall tools like Bonsai that integrate with EMRs (e.g., ModMed), use diagnosis codes and notes to send HIPAA-compliant personalized texts/emails, and track ROI, while emphasizing the need for internal workflows so staff respond quickly and close the loop. They also note recall visits can educate patients about additional services, including cash-pay options. and stay top of mind without being annoying through newsletters, educational social posts, shareable “wow” posts, and check-in campaigns.✉️ Contact: jim@podiatrygrowth.com

April 13, 2026Episode 22525 min

Five Simple Marketing Moves Every Podiatry Clinic Can Do Without Spending Money

📊 Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/reportIn 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 desk as a marketing machine by tracking how patients found the clinic, digging deeper into search terms and touchpoints, encouraging referrals, and educating patients about services; share ethical before-and-after stories while protecting patient privacy; and stay top of mind without being annoying through newsletters, educational social posts, shareable “wow” posts, and check-in campaigns.✉️ Contact: jim@podiatrygrowth.com