Don’t be discouraged, though — smart marketing for podiatry can help your practice stay competitive in today’s environment.
Here are some important podiatry marketing tips to keep in mind.
Create a Strong Online Presence
Many podiatrists who serve primarily older patients make the mistake of thinking their clientele isn’t web savvy. Nothing could be farther from the truth! More than two out of three seniors now use the Internet. That percentage is far greater among highly educated and affluent seniors, and those who are just entering retirement age — in other words, the ones who make the best patients, and/or are likely to stay your patients for some time.
If your podiatry office does not yet have a website, the first step is to create one. There are many web design options from which to choose, but most podiatrists find it worth the investment to hire a podiatry marketing firm to develop a truly professional online presence. A podiatry marketing agency can also assist you with SEO (search engine optimization) and other Internet marketing techniques to ensure that potential clients can — and do — find you online.
Advertise Your Practice
97 percent of podiatrists surveyed in 2016 say they advertise their services, and for good reason. Advertising is an excellent way to attract new patients. However, you will want to be sure your advertising actually brings in new patients. Advertising techniques that allow you to track results will help you get the ROI you want from your ad dollars.
If you run an ad in the Yellow Pages or other offline locations, it’s a good idea to include a special offer with a coupon. Using a different coupon code for every ad and tracking how many new patients result from each one will tell you how well your ads are doing. You should also set up alternate phone numbers to give you complete lead tracking data.
Tracking ads is much easier online because statistics from PPC (pay-per-click) ads are automatically tracked. Online advertising, when done properly, also often delivers superior return on investment. However, there’s an art to doing it. If you’re not getting the results you desire, consider hiring a podiatry marketing company to help. This will also save you a lot of time.
Follow Up, and Stay Top of Mind
80 percent of sales aren’t made until after the prospect has been contacted at least five times. That means if you aren’t marketing consistently — and especially if you aren’t following up with people who have expressed interest in your practice — you are likely letting a lot of business slip away. Podiatry marketing services such as email marketing, social media marketing and regular newsletters can help you keep traction in your local market and with existing clients, so you are the first doctor they think to call when they need podiatry services.