Last week we got you into the local media, and I mentioned that TV producers love a story they can see. That's worth sitting with, because it's true of every channel we've built in ...
Dr. Jim McDannald
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Posts made by Dr. Jim McDannald
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Real Beats Stock: Building the Photo Library That Powers All Your Marketingposted in Marketing Pearls
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Your Town Needs a Foot Expert on Record: A Podiatrist's Guide to Local Mediaposted in Marketing Pearls
Last week we set up emails that welcome each new patient automatically. This week, let's widen the lens from one patient at a time to your whole town at once. Every community has local medi...
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The Emails That Send Themselves: A Simple Welcome Sequence for New Patientsposted in Marketing Pearls
Last week we recruited the running store and the gym to send you patients. This week, let's make sure those patients, and everyone else who books, get treated to a first impression that run...
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The Running Store Sees Foot Pain Before You Do: Partnering With Local Businessesposted in Marketing Pearls
Last week we opened your schedule to the internet so the 9:40 p.m. patient could book without calling. This week, let's talk about a referral source that's awake during business hours and s...
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Open While You Sleep: Online Scheduling and the Patients Who Never Callposted in Marketing Pearls
This week, we're looking at what happens when a patient is ready to book, but your office is closed. Online scheduling can turn that after-hours interest into an actual appointme...
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The Foot-Health Calendar: Marketing With the Seasons Your Patients Already Feelposted in Marketing Pearls
Last week we set up text messaging, a channel that works best when you have something timely to say. This week, let's talk about where "timely" comes from. Most practices market the same wa...
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The Channel Patients Actually Read: Putting Text Messaging to Work in Your Practiceposted in Marketing Pearls
Last week we collected patient stories, and I mentioned reaching out to past patients to ask for them. That raises a practical question worth its own article: reach out how? You can call, b...
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Patient Stories Sell Orthotics Better Than You Ever Could: Here's How to Collect Them the Right Wayposted in Marketing Pearls
Last week we built your Root orthotics page, and I ended with a promise: the most persuasive thing you can put on that page isn't written by you at all. It's written by your patients. This ...
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One Page, One Job: Building the Orthotics Page Your Website Is Missingposted in Marketing Pearls
Last week we turned your waiting room into a quiet orthotic educator, and I suggested signs that invite patients to ask about custom orthotics. Here's the natural follow-up question: when a...
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The Waiting Room Is a Marketing Channel: Turning the Patients Already in Your Chairs Into Orthotic Patientsposted in Marketing Pearls
Last week we built a recall system to bring back the orthotic patients from your past. This week, let's look even closer to home, at the patients sitting in your waiting room right now. Eve...
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The Orthotic Patients You Already Have: Building a Recall System That Brings Them Backposted in Marketing Pearls
Last week we got you out from behind the desk and into the community to meet new orthotic patients. This week I want to pull your attention in the opposite direction — to the patients...
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Getting Out From Behind the Desk: Community Marketing That Fills Your Orthotic Scheduleposted in Marketing Pearls
Last week we talked about paying Google to put you in front of orthotic patients. Ads work, but they have a personality: they're transactional, they cost money every month, and they reach p...
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When It's Worth Paying Google to Bring You Orthotic Patientsposted in Marketing Pearls
Last week we made sure your front desk turns phone calls into booked Root Orthotics visits. That matters this week more than ever because now we're talking about paid advertising, and there...
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Your Front Desk Is the Most Important Orthotic Salesperson You Haveposted in Marketing Pearls
Last week we talked about measuring which marketing efforts actually bring Root orthotic patients through your door. But there's a leak that sits right between your marketing and your sched...
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Knowing Which of Your Marketing Efforts Actually Bring in Orthotic Patientsposted in Marketing Pearls
Last week we closed out a long stretch on channels, getting found in AI search, short video, reviews, the patient newsletter, and referral relationships, and I promised we'd start putting n...
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Becoming the Practice Every PCP, PT, and Coach Sends Their Orthotic Patients Toposted in Marketing Pearls
Over the last few articles we've worked a range of channels: getting found in AI search, video, reviews, and the patient email newsletter. This week I want to close the loop with a channel ...
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The Patient Newsletter Most Practices Aren't Sending, And Why It Quietly Drives Orthotic Visitsposted in Marketing Pearls
Last week we covered how to turn your reviews into orthotic-specific social proof. Reviews are how new patients decide to trust you. This week I want to talk about the opposite end of the r...
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Your Reviews Are Doing the Selling; Make Sure They're Talking About Orthoticsposted in Marketing Pearls
Last week we talked about video as a trust builder. This week, let's talk about the other half of social proof, the one you have the least direct control over and the most to gain from: you...
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The 30-Second Video That Sells More Orthotics Than Your Brochureposted in Marketing Pearls
Last time, we looked at how patients are starting to find practices through AI search instead of a plain Google list. This week I want to talk about what happens once they find you ...
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Your Next Orthotic Patient Is Asking ChatGPT, Not Just Google: Are You Showing Up?posted in Marketing Pearls
In our last article, we talked about how 3D scanning turns the orthotic consultation into a demonstration the patient can see for themselves. Today I want to back up to the very first step ...
