Go Where the Buffalo Are
đź“Š Free for Practice Owners: Get custom insights showing exactly how patients find you online (or why they're not) → https://podiatry.marketing/report Go Where the Buffalo Are: Positioning Your Podiatry Marketing Where Demand Already Exists Jim McDannald, DPM, and Tyson Franklin discuss the marketing idea “go where the buffalo are,” meaning podiatrists should position their services and messaging where patient demand already exists rather than trying to create it from scratch. They contrast high-demand topics like heel pain with low-awareness offerings like shockwave therapy, noting that external promotion of shockwave therapy reduced new patient numbers, while heel-pain ads consistently performed well; shockwave therapy worked better as internal marketing after patient education. They stress using patient language, placing the right message in front of the right audience, both online and offline, and avoiding mismatched channels, such as advertising for running injuries in a nursing home newsletter. They also highlight “hidden herd” follow-ups for stalled treatments, choosing high-value patient groups, aligning services with desired niches, and doubling down on proven referral sources (e.g., specific physicians or specialists). 00:00 Welcome and Banter 01:18 Go Where the Buffalo Are 02:50 Stop Selling What Nobody Wants 04:38 Heel Pain vs Shockwave Lessons 09:38 Hidden Herd Follow Up 11:58 Choose Your Best Buffalo 13:54 Match Services to Demand 17:26 Double Down on Referrals 19:13 Check Your Paddock 20:32 Outro and Buffalo Songs Listen to the full podcast episode to hear more from Jim and Tyson on the latest in business, the economy, and investing: https://open.spotify.com/show/71siUnI... https://podcasts.apple.com/us/podcast... Subscribe to our channel:    / @podiatrymarketing  Find complete show notes at: Podiatry Marketing: https://www.podiatry.marketing/ Talk with us about you and your practice: https://www.podiatry.marketing/contact/ Need some guidance with your marketing or practice: Jim McDannald, DPM - Podiatry Growth - https://podiatrygrowth.com/ Tyson E. Franklin - Podiatry Business Coach: https://www.tysonfranklin.com/ LinkedIn: Jim -   / mcdannald  Tyson -   / tysonfranklin66 Â
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