Is your podiatry practice falling behind other practices in your area? If so, digital marketing could be the solution.
Digital marketing is the process of engaging current and potential patients through digital technologies, such as smartphones and computers. Implementing digital marketing strategies for your podiatry practice is essential to staying competitive with other practices in your area, improving patient retention, and growing as a practice.
Read on to learn ten easy strategies that you can adopt to begin growing your podiatry practice through digital marketing.
Is There a Demand for Podiatrists?
According to the Bureau of Labor Statistics, the projected growth rate for the podiatry industry between 2020 and 2030 is 2%. While this employment growth rate is lower than the 8% growth average for all occupations, the Bureau projects around 900 job openings in the podiatry industry each year, signifying continual growth and demand within the industry.
Aside from these statistics, several factors indicate projected growth in the podiatry field within the next decade. First, as the number of older adults in the U.S. continues to rise, more and more people will experience foot-related problems that require the assistance of a podiatrist.
Second, the number of children and teens who participate in sports also contributes to the number of foot-related injuries that podiatrists see. According to the Centers for Disease Control and Prevention (CDC), over 7 million sports-related injuries occur each year, many of which involve the ankles or feet.
Why Invest in Digital Marketing for Podiatrists?
You may be wondering why marketing is necessary for a specialized medical practice. When patients need to see a podiatrist, they will schedule an appointment with you. You can’t really convince people to see a foot doctor for no reason, right? That only holds true if you’re the only podiatrist in the area.
If you do have competition—and you likely do—staying competitive within your field is important to convince patients to come to your podiatry practice over others. Marketing strategies can help you promote your practice and showcase why your podiatry office is the best choice for their needs.
Digital marketing can also help improve patient retention and remind patients to schedule follow-up appointments with your practice. Keeping existing patients coming back to your practice is just as important as bringing in new ones.
Next, digital marketing can help keep your practice near the top of Google and Safari searches. When potential patients search for “podiatrist near me,” you want them to see your practice as one of the first search results. If your practice is new, digital marketing can also help get your name out there.
10 Marketing Strategies to Grow Your Podiatry Practice
You can find a wide range of digital marketing strategies across the web, but some of these techniques are more effective than others. To help you narrow down your choices, we’ve curated a list of the ten best marketing strategies for podiatry practices:
1. Implement Targeted Ads
Ad campaigns for specialized medical practices are a bit different than those for general products and services. Not everyone needs to visit a podiatrist. If you target the wrong demographic with your ads, you won’t see an adequate return on your investment.
Instead, your practice should create digital ads that target people who may need to visit a podiatrist, such as those with existing foot injuries or issues. Placing ads on relevant websites and Google searches is a more effective way to target potential patients than simply sending ads out into the wind, hoping that they reach the right people.
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2. Update Your Website
Assuming your practice isn’t very new, you probably already have a website that gives some information about your podiatry services. If you don’t currently have a website, you should drop everything and consider building one your top priority.
While having a website can benefit your business in many ways, the quality of your website impacts the effects it has on your growth and success. If your website is outdated, slow, or barren, patients will be more likely to visit another practice’s site instead.
Similarly, if you haven’t implemented any search engine optimization (SEO) strategies, potential patients likely will not find it at all. Updating your site is essential to keeping it relevant and ensuring that it positively affects patient engagement.
3. Create Email Marketing Campaigns
A recent survey found that the average American spends between five and six hours on their phone each day, not including the time they spend using their phone for work. One effective way to capture your patients’ and potential patients’ attention while on their phones is to send them an engaging email.
Many podiatry practices shy away from email marketing because they don’t have staff with writing skills or graphic design experience. A patient engagement and automation platform is a simple solution to eliminate these barriers and take the work out of creating email marketing campaigns.
Engagement platforms can provide you with engaging, attractive email templates that make it easy to create an email your patients will want to read. These platforms can also facilitate mass communication, eliminating the work of typing in each patient’s email address manually.
4. Prioritize Search Engine Optimization
Search engine optimization (SEO) is the process of improving your website’s search engine rankings. The higher you rank in a Google search for relevant keywords, the more likely potential patients will be to see your website and schedule appointments with you.
Prioritizing SEO within your web content and overall web design is essential to reaching the largest potential pool of patients with your website.
5. Create a Blog
Creating a blog on your podiatry practice’s website is an excellent way to incorporate relevant keywords into your web content and provide informative resources for your patients. Your blog can include articles about:
- When to see a podiatrist
- New podiatrist techniques and processes
- Proper foot care
- The history of podiatry
Including podiatry-related topics on your blog can improve your authority as a practice, boost your SEO rankings, and bring more users to your website—all of which can lead to increased appointment bookings.
6. Personalize Patient Communication
Patient retention is just as important as bringing in new patients. One way to show your existing patients that you care about their health long after their appointments is to send personalized check-in texts.
You can use a patient engagement program to send automated texts to patients a specific number of days after their appointments. These texts can check in with the patient, remind them to schedule routine check-ups, and encourage them to reach out to your team with any questions.
Sending automated texts will reduce the workload on your administrative staff, too.
7. Encourage Online Scheduling
If patients are on the fence about scheduling an appointment with your practice, you want to do everything you can to make the decision as easy and stress-free as possible for them. One way to limit any barriers to patient scheduling is to implement an online scheduling tool on your practice’s website.
Online scheduling allows your patients and potential patients to schedule their own appointments. These tools let patients choose the dates and times of their appointments and specify any concerns they have. Offering self-service options will also speed up the onboarding process, freeing up more staff time for other tasks.
8. Create Tailored Content
Content marketing is a crucial aspect of any effective digital marketing campaign. Creating tailored content to add to your website is essential to improving your SEO, showing your reliability within the field, and bringing patients to your website.
Many podiatry practices outsource their content writing to digital marketing agencies or freelance writers to ensure that the content is high-quality and professional. We recommend considering this tactic to improve your website quality and grow your patient base.
9. Review Patient Analytics
Regularly reviewing data and analytics is essential to continually update your podiatry practice and reach customers through the most effective methods. A patient engagement platform can provide you with the data and analytics you need to learn more about your typical demographics.
You can find helpful information such as the names of patients who have not scheduled in a while, the number of calls your practice receives on a typical day, the patients who are behind on payments, and more. Seeing this information all in one place can make it easier to tailor your marketing approach accordingly.
10. Request Patient Reviews
Nearly 60% of all patients search for practice reviews before choosing a physician. As a result, encouraging your patients to leave reviews after their appointments can act as an effective marketing tool to bring in other patients.
You can utilize a patient engagement platform to send auto-texts to patients reminding them to leave your practice a review. Many platforms also allow you to manage reviews that patients have already left and reach out to any dissatisfied patients.
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Attract More Patients With Podiatry Marketing Services
It’s no secret that digital marketing can work wonders for growing your podiatry practice. However, you may not have the time or expertise necessary to implement all these techniques.
If you’re looking for a way to streamline many of the marketing strategies on our list, Weave can help. Weave is a patient engagement platform that can automate patient communication, email marketing, online scheduling, payments, and more.
Request your free Weave demo today to see how our patient engagement platform can grow your podiatry practice.