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151 - Marketing the Invisible with Tyson E Franklin

Podiatry Legends Podcast

Release Date: 05/27/2021

371 - Biomechanics and the Future of Podiatry: Insights from Abid Ali show art 371 - Biomechanics and the Future of Podiatry: Insights from Abid Ali

Podiatry Legends Podcast

In this episode of the Podiatry Legends Podcast, I chat with Abid Ali, a musculoskeletal podiatrist from Coventry, UK, about his journey from the safety and predictability of the NHS to the unpredictability of private practice. Abid is the owner of the  and also runs .  Takeaway Points: Embrace biomechanics for better patient outcomes and a holistic approach. Mentorship is crucial for professional growth and avoiding common pitfalls. A successful practice depends on combining clinical skills with sound business knowledge. Innovation and keeping up with new treatment...

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370 - Managing Stress as a Podiatry Business Owner The Key to Avoiding Burnout show art 370 - Managing Stress as a Podiatry Business Owner The Key to Avoiding Burnout

Podiatry Legends Podcast

In this episode of the Podiatry Legends Podcast, Tyson Franklin dives deep into the crucial topic of managing stress as a podiatry business owner. As many podiatrists juggle patient care with the demands of running a practice, stress and burnout can quickly take a toll on both health and business performance. Tyson shares his personal experience and offers practical strategies to avoid burnout, including time management tips, the importance of work-life balance, and how to build a strong, supportive team. Whether you're struggling to manage your workload or simply looking for ways to...

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369 - VIMAZI Footwear with Simon Bartold show art 369 - VIMAZI Footwear with Simon Bartold

Podiatry Legends Podcast

In this week’s episode of the Podiatry Legends Podcast, Tyson Franklin sits down with Simon Bartold to explore the unique features of VIMAZI Footwear. Do we need another running shoe brand? Yes, we do! Learn about how VIMAZI's scientific approach to footwear design is revolutionising how we think about running shoes and helping athletes of all levels prevent injuries. VIMAZI Footwear is designed based on the physics of running, making it different from traditional shoe brands. To learn more about Vimazi footwear, visit  (There's an easter egg at the end of this episode, so make...

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368 - Point of Care Ultrasound with James Ferrie show art 368 - Point of Care Ultrasound with James Ferrie

Podiatry Legends Podcast

In this week's Podiatry Legends Podcast, I had the pleasure of sitting down with James Ferrie, a sports and musculoskeletal podiatrist from My Sports Podiatry in Docklands, Victoria, to discuss point-of-care ultrasound and its benefits for our patients.  Whether you're just starting out in practice or looking to enhance your existing clinic, this episode will give you the tools and knowledge to incorporate ultrasound into your diagnostic toolkit. Nine Key Takeaways from the Episode: Point-of-care ultrasound enhances diagnostic accuracy by providing real-time imaging of soft...

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367 - The Hidden Benefits of Buying an Existing Podiatry Practice with Jonathan Small show art 367 - The Hidden Benefits of Buying an Existing Podiatry Practice with Jonathan Small

Podiatry Legends Podcast

This episode of the Podiatry Legends Podcast discusses the often-overlooked benefits of buying an established podiatry business. Tyson Franklin and Jonathan Small explore why acquiring a practice could be a game-changing move for aspiring podiatrists. If you're interested in growing your career without the typical start-up headaches, this episode offers practical advice on how to make a successful transition into practice ownership. Ten Key Takeaways from the Episode Buying an established practice gives you immediate cash flow. Systems for patient management, billing, and operations are...

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366 - Why Semi-Custom Orthotics Could Be Your Practices Secret Weapon with Steve Jackson show art 366 - Why Semi-Custom Orthotics Could Be Your Practices Secret Weapon with Steve Jackson

Podiatry Legends Podcast

Have you ever wondered if semi-custom orthotics could improve your practice? In this week's episode of the Podiatry Legends Podcast, I chat with MSK Podiatrist Steve Jackson from Western Australia about the benefits of shifting from custom to semi-custom foot orthotics. Steve shares how this shift has revolutionised his practice and patient care, leading to quicker treatment times, better results, and an overall more efficient workflow. Don’t miss out on these game-changing insights and learn why semi-custom orthotics could be your secret weapon.  If you have any questions about this...

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365 - The Truth Behind Starting Your Own Podiatry Business with Lucinda Mercer show art 365 - The Truth Behind Starting Your Own Podiatry Business with Lucinda Mercer

Podiatry Legends Podcast

In this episode of the Podiatry Legends Podcast, Tyson Franklin sits down with Lucinda Mercer, owner of Poized Podiatry in the UK. Lucinda shares her inspiring journey from the NHS to launching her own practice and how she found success in musculoskeletal podiatry. Learn how Lucinda navigated the challenges of starting a business, including financial hurdles and the importance of systems and self-care. If you’re thinking about opening your own podiatry practice, this conversation is for you! If you have any questions about this episode or want to contact me, please email me at . ...

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364 - The Benefits of Being A Fit and Health Podiatrist with Zain Hussain show art 364 - The Benefits of Being A Fit and Health Podiatrist with Zain Hussain

Podiatry Legends Podcast

In today’s episode, we dive into the benefits of staying fit and healthy as a podiatrist with special guest Zain Hussain. Zain, the owner of in the UK, talks about how his passion for fitness has shaped his career and enhanced his ability to care for his patients. Tune in to hear his insights on balancing health, fitness, and podiatry to achieve success both professionally and personally. Here are five reasons to listen to this episode: Inspiring Health and Fitness Journey – Zain Hussain shares his personal story of how fitness has shaped his podiatry career, offering valuable insights...

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363 - HR Demystified: A Guide to Covering Your Arse with Phoebe Kitto show art 363 - HR Demystified: A Guide to Covering Your Arse with Phoebe Kitto

Podiatry Legends Podcast

I never thought HR could be remotely interesting, BUT I can honestly say I was wrong. In today’s episode, I’m joined by HR expert Phoebe Kitto, owner of , to talk about the often misunderstood world of Human Resources. Most people think HR is boring, but after you listen to this episode, you will see how HR can be very exciting, and it can also cover your arse in so many areas of small business.  Phoebe explains that HR is not just about rules and compliance, but about creating a thriving, high-performing team. We discuss key strategies for managing staff effectively, the...

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362 - From Olympic Steeplechaser to Sports Podiatry: Matthew Clarke’s Journey show art 362 - From Olympic Steeplechaser to Sports Podiatry: Matthew Clarke’s Journey

Podiatry Legends Podcast

In this episode of the Podiatry Legends Podcast, I had the privilege of speaking with Matthew Clarke, a two-time Olympian in the 3000-meter steeplechase. Matthew’s story is one of perseverance, determination, and an ever-evolving career that has seamlessly blended athletics and podiatry. He shares how his unique experiences in the world of elite sport shaped his approach to podiatry and the lessons he’s learned along the way. Here are the five top takeaways from the episode: The Power of Patient-Centered Care: Matthew emphasises the importance of tailoring injury management to the...

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More Episodes

Like many other service-based businesses, podiatry is offering or should I say, selling something that cannot be seen; a consultation is basically invisible. So how do you market something invisible to make it more visible? 

A podiatry visit is intangible, you cannot see it, feel it or smell it and I know some podiatrists do sell products, like strapping tape, creams and other small items, but before a patient even knows you sell these items, they need to make a decision to see you first.

When you buy a new television you can see exactly what you’re getting, and if it stops working, you contact the seller and it is sent back to the manufacturer.  

The manufacturer is a complete stranger and you don’t know who they are, and you do not care; there’s no personal connection between you and the product. 

Most big-ticket items will come with a warranty, which makes the replacement process easier and also the purchasing decision less scary.

I remember buying a television once and the selling point for me was not the price, it was the five-year warranty. You know if you buy it and it does not work properly or as described you can easily replace or return it.

But this is not the case with a service.

You cannot replace a service. You cannot say, sorry, I wasn’t happy with the service you sold me, can I get a new one.  

when you provide a service it is extremely personal.

When a patient comes to you for advice and treatment, you will spend a certain amount of time with them, face to face, and more often than not they will return for a number of visits. 

So, if your advice fails to meet their expectations, it can become very personal, quite quickly.

A patient can easily evaluate two televisions, look at all the features on offer, how it looks and feels and even compare warranties, and then make an educated decision.

But how do they compare two podiatrists?

How does a patient compare two podiatrists who are both offering a podiatry service, a service you cannot see, feel or touch?

It’s a good question and one you need to be able to answer, otherwise, your business may be overlooked.

But I think I have a solution you can use. You need to know how to market your services properly.

Here’s my three-step process:

1. You need to understand who your ideal patient is.

This is paramount and it’s a topic I’ve mentioned on other podcast episodes, in my marketing workshops and will be covered in depth at the 3-Day Marketing Retreat in Cairns.

Why is this important?

When you know your ideal patient and you know where they hang out, you will spend far less on marketing because you know where they are.

It’s like going fishing. If you want to catch a reef fish, you go to the reef, you don’t go to a freshwater stream. It may still be water and there may be some fish, but it’s not the fish you’re chasing.

2. You need to understand what fears, concerns and pain point your ideal patient is facing on a daily basis.

You need to understand how their foot problem is impacting their lives and the people around them.

Most patients will see a podiatrist because they have pain in their feet and ankles, and even though orthotics, shockwave therapy, stretching and rehab may be part of their long-term treatment plan…this is not what they came in to buy and it shouldn’t be what you are selling.

You are selling is pain-relief.

You’re selling a vision of the future of being able to walk the dog again pain-free or run around with the kids in the local park and enjoying a long healthy life.

If you think again about a person buying a television. They’re not just buying a TV, they’re buying enjoyment and entertainment, and maybe a cinema experience.

But what could be some of the fears and concerns when buying a TV. Some televisions are huge, so if the salesperson offered free delivery, set up, and a warranty that included pick up, I’d say it would put most fears and concerns to bed.

Imagine an elderly person with no family living close. Do you think getting it installed, and returned if there’s a problem, would be a great selling point, and would they pay a premium for this?  

Here’s the point: Address the patients concerns and you’ll be able to guide them towards the treatment plan you think is best, and you’ll do it much easier. You may also find you can increase your fees and they will not complain. 

Which leads onto the third and final step?

3. Think about your ideal patient, consider their fears, concerns and pain points and then offer solutions in all your marketing.

Answer the questions that you know they are searching for online. Patients with heel pain are searching for solutions to heel pain, they’re not searching for anything else, so if you want more heel pain patients you need to mention heel pain in your marketing.

If you can follow these three steps, it will definitely be a step in the right direction to becoming far more visible.

If you have any questions about this episode, one-on-one coaching or any of my group coaching programs, please send me an email at [email protected]and we can arrange a quick ZOOM call. 

Competitive Advantage

If you're looking for a Competitive Advantage over other podiatrists in your area, please visit my EVENTS PAGE, and consider joining my next group coaching program, the 12-Week Podiatry Business Reboot or join the Podiatry Business Owners Club on Facebook.