Internet marketing for Podiatrist

Internet marketing for Podiatrist

Author
Discussion

JQ

Original Poster:

5,692 posts

178 months

Tuesday 3rd May 2016
quotequote all
I really need some help as, it's not something myself or wife have ever been involved in.

My wife retrained as a podiatrist after having our kids and has been working in the NHS for the last couple of years. On the side (all declared) she treats a number of residents of our village, primarily all through word of mouth / Facebook recommendations from friends. She'd like to reduce her hours with the NHS but increase the private work to improve flexibility. She treats people in their own homes and that would likely continue.

I presume she will need a website to drive potential customers to her telephone and likely a Facebook page. Is it worth doing Twitter? Where do we start? Is this something we can do ourselves or should we bite the bullet and pay a professional? If it is something we can do ourselves are there any good books or blogs I can read to understand how it all works and what we'll need to do. There's so much stuff on the internet that I'm struggling to see the wood for the trees.

Any hints and tips gratefully received.

4x4Tyke

6,506 posts

131 months

Tuesday 3rd May 2016
quotequote all
A good website says professional but I would expect that sort of thing is best marketed via social media rather, it takes tops maybe twenty minutes to set up a decent profile on a social media platform and these are also a good way to drive organic traffic to a website. So cover all the popular ones, FB, Twitter, Google+, LinkedIn, In the first few weeks post regularly on each and tie together each platform with links. Another thing to look into is MeetUp, a sort of online diary for special interest groups and give a short talk e.g. "What is podiatry" and why it is relevant to that interest group.

Social Media marketing is about constructing a self supporting network.

Edited by 4x4Tyke on Tuesday 3rd May 09:34

Simpo Two

85,150 posts

264 months

Tuesday 3rd May 2016
quotequote all
I don't actually quite know what a podiatrist is, so you can assume most people don't either. Is it feet, children or children's feet? So bear this in mind when marketing.

4x4Tyke

6,506 posts

131 months

Tuesday 3rd May 2016
quotequote all
Simpo Two said:
I don't actually quite know what a podiatrist is, so you can assume most people don't either. Is it feet, children or children's feet? So bear this in mind when marketing.
Yes, beyond being some form of foot care, I'm equally ignorant. Which is why I suggested that could be a topic for MeetUps.

Hoofy

76,253 posts

281 months

Tuesday 3rd May 2016
quotequote all
The simplest way - get a profile on Facebook, join some local groups, get stuck in with discussions (not just about feet), when people ask about relevant things she post about her business. (Not that I've seen anyone ask for podiatrists!) Some local groups don't mind occasional free posts from businesses - like anything, spam them every day and you'll get booted off.

Also, Facebook ads - just link to your profile, write some decent ad copy. It's relatively cheap and can get interest that you can interact with. Make sure your target is relatively focused.

Simpo Two said:
children's feet?
I'd like to think she takes people to task over their spelling and grammar on the internet. Then we can call her a pedantic paediatric podiatrist.

JQ

Original Poster:

5,692 posts

178 months

Tuesday 3rd May 2016
quotequote all
Cheers for the tips all. I suspect she'd be very good at the Facebook stuff especially writing copy about what she does - yes it's feet, but she can also do surgery, gait analysis for athletes and manufacture orthotics.

If we did a Facebook profile and set up a Twitter account etc, will a Website be required, I think that's where we'd struggle without professional help?

Hoofy

76,253 posts

281 months

Tuesday 3rd May 2016
quotequote all
JQ said:
Cheers for the tips all. I suspect she'd be very good at the Facebook stuff especially writing copy about what she does - yes it's feet, but she can also do surgery, gait analysis for athletes and manufacture orthotics.

If we did a Facebook profile and set up a Twitter account etc, will a Website be required, I think that's where we'd struggle without professional help?
For B2C and as a small business, you could bash something together on Wix.com.

Simpo Two

85,150 posts

264 months

Tuesday 3rd May 2016
quotequote all
Hoofy said:
Simpo Two said:
children's feet?
I'd like to think she takes people to task over their spelling and grammar on the internet. Then we can call her a pedantic paediatric podiatrist.
childrens' feet?

LivingTheDream

1,753 posts

178 months

Tuesday 3rd May 2016
quotequote all
This is something my mum did a number of years ago now (well Chiropodist but similar). You're profile says north west so you won't be competing against her so I'll offer some tips.

Her private work all came about through word of mouth but you should consider the demographic of your customers. I appreciate the gait work etc can be for all - but most foot work is simple stuff that people cannot do themselves any more, nails, callouses etc. 99% of my mums clients are over 60

Therefore, I would target what they read (i.e. Not Facebook, websites etc although no harm in having them to catch the rest)

You need to build word of mouth but also advert in the local rag, do you have any of those little villager type mags - old people love reading them, contact the local WI and other groups and offer an intro discount or similar.

Referrals from other places work well, so talk to any health clinics, hairdressers etc etc

Also, consider something other than home visits - they're great for a lot of people but many also like an excuse to get out, offer for them to come to you. Traveling between clients will eat a large proportion of the day, not earning and incurring travel costs.

Finally, there is a good market in care homes - my mum does a lot of this and can see 15-20 people in a day in the same place. You need to drop the rate slightly but that's still better than seeing 8 people and traveling around.


HTH




dave_s13

13,813 posts

268 months

Tuesday 3rd May 2016
quotequote all
True.. With core (generic) podiatry you are chasing the grey pound to your primary marketing channels are old dears talking about you whilst having their weekly perm/blue rinse. Local free ad books will get you a few too.

The MSK stuff/minor surgery needs a clinic, you can't do this at someone's home.

She'd be as well to rent in room at an established practice and see how it goes. You also need to be very confident of and up to date with your biomechanics skills to practice this successfully.

Hoofy

76,253 posts

281 months

Tuesday 3rd May 2016
quotequote all
Simpo Two said:
Hoofy said:
Simpo Two said:
children's feet?
I'd like to think she takes people to task over their spelling and grammar on the internet. Then we can call her a pedantic paediatric podiatrist.
childrens' feet?
That wasn't what I meant.

dartissimus

938 posts

173 months

Tuesday 3rd May 2016
quotequote all
Go on, Jump in with both feet.

You can be a leg end on Pistonheads

Pot Bellied Fool

2,125 posts

236 months

Tuesday 3rd May 2016
quotequote all
4x4Tyke said:
Which is why I suggested that could be a topic for MeetUps.
I'd not seen those before, looks quite interesting. I'd like to get in front of any small groups (U3A, WI, anyone...) to do a little talk about something that would promote my products but not too overtly - have you any experience of Meetups? Just wondering how offering yourself as meeting fodder goes down?

JQ

Original Poster:

5,692 posts

178 months

Tuesday 3rd May 2016
quotequote all
Cheers for all the suggestions, lots to digest.

dave_s13

13,813 posts

268 months

Tuesday 3rd May 2016
quotequote all
JQ said:
Cheers for all the suggestions, lots to digest.
Get her on to facebook and join the UK Podiatry group, there's lots of private practicioners on there who will give her some tips. If she is a member of the society they have private practice groups too I think.

4x4Tyke

6,506 posts

131 months

Wednesday 4th May 2016
quotequote all
Pot Bellied Fool said:
I'd not seen those before, looks quite interesting. I'd like to get in front of any small groups (U3A, WI, anyone...) to do a little talk about something that would promote my products but not too overtly - have you any experience of Meetups? Just wondering how offering yourself as meeting fodder goes down?
Yes, the format & style of the MeetUp depends a lot on the interest group and subject matter. Some are very much socials, those I attend are predominantly professional networking, kind of evening mini conferences. They usually last a couple of hours and include two/three talks or presentations lasting 15-20mins each and inter-spaced with a meet and greet. The presentation quality varies a lot from quite brilliant to very poor with a majority in the middle.

I've attended around a couple of dozen in the last few of years and I've presented three times on topics from my area of professional expertise in IT (Continuous Automated Testing and Behaviour Driven Development).

The first time I offered to talk about a specific topic, subsequently it was me receiving invitations to talk; once on the same topic to an overlapping interest group and the second to talk to the original group on a new topic. I've also had to turn down two other opportunities because of diary clashes. This does depend on the location, while working a short gig in London I offered to deliver my original presentation that had gone down really well in Leeds, but their MeetUp had a 9 month waiting list for presenters while in Yorkshire they are desperate for good presenters.

In regard to presentation style and what goes down well, avoid an outright sales pitch, instead look towards engagement, personal development & education which goes down very well in my experience.

http://www.meetup.com/

TwistingMyMelon

6,385 posts

204 months

Thursday 5th May 2016
quotequote all
I was looking for Physio recently (similar practice/scenario) and was interested in a podiatrist maybe as well , heres my thoughts:

Nice no nonsense clean and precise website
Introduction to Podiatry and what is it?
Intro to yourself
Clear map to where you are & directions and parking guide
a FAQ
A guide for new customers
Clear textto where you are, so when people search "podiatrist in Reading "(or wherever) you will show

Also set yourself up for Email on the go, the amount of Physios etc that I emaail and never get a response is unreal!

Then work on personal referrals, keep customers happy and get them to recommend you

technodup

7,576 posts

129 months

Thursday 5th May 2016
quotequote all
JQ said:
I suspect she'd be very good at the Facebook stuff especially writing copy about what she does - yes it's feet, but she can also do surgery, gait analysis for athletes and manufacture orthotics.
Stay away from techy talk, most of it will be over people's heads. People with sore feet want relief, to walk easier and get out more. Tell them what problems she solves rather than what methodology she uses to do it.

I'd echo the point about the over 60s. The fundamental thing in marketing any business is to know your customer. If it's 90% over 60s personally I'd forget social media altogether, they just don't use it the same way younger people do.

Think about where older people go, what they do, where they chat and start from there. Getting a poster or leaflet into bowling clubs, social clubs, or bingo will be much more successful than faffing about on Twitter. Then there's sheltered housing type places, assisted living, all that stuff for leafleting, where the %age of target is high.

I would have a website because it's expected. But social media? Not for me. (Unless she wants to appeal to business women who wear heels all day then you might be onto something).

dave_s13

13,813 posts

268 months

Thursday 5th May 2016
quotequote all
technodup said:
tay away from techy talk, most of it will be over people's heads. People with sore feet want relief, to walk easier and get out more. Tell them what problems she solves rather than what methodology she uses to do it.

I'd echo the point about the over 60s. The fundamental thing in marketing any business is to know your customer. If it's 90% over 60s personally I'd forget social media altogether, they just don't use it the same way younger people do.

Think about where older people go, what they do, where they chat and start from there. Getting a poster or leaflet into bowling clubs, social clubs, or bingo will be much more successful than faffing about on Twitter. Then there's sheltered housing type places, assisted living, all that stuff for leafleting, where the %age of target is high.

I would have a website because it's expected. But social media? Not for me. (Unless she wants to appeal to business women who wear heels all day then you might be onto something).
All true

But.

If you have a clinic and treat sports injuries then the opposite is the case so don't just do as described then wonder where all your weekend warriors and fit young things with a niggly running/gym injury are.

Horses for courses as I'm sure you appreciate.

smile


technodup

7,576 posts

129 months

Thursday 5th May 2016
quotequote all
dave_s13 said:
If you have a clinic and treat sports injuries then the opposite is the case
Well aye, like I said, know your customer.

From what I know of podiatry (which is next to fk all) it's fixing old people's scabby corns and bunions. Sports injuries are something else entirely. But don't make the mistake of expecting the same marketing material appeal to both- it won't.