Digital Marketing Services for Podiatrist
Analysis and Strategy:
A podiatrist approached us with challenges stemming from limited control over their ad accounts and an underperforming online presence. Our approach empowered them to regain control of their marketing assets and optimize their marketing strategy. We implemented a multi-pronged plan, leveraging Google Performance Max ads, search campaigns, remarketing strategies, local SEO enhancements, and strategic content marketing to build a robust foundation for future email marketing campaigns. Additionally, we provided consultations for their website rebuild as Clever Dogs Media did all of the initial strategy/build/design, ensuring alignment with their marketing goals.
Our Strategy
- Account Ownership & Data Analysis: The client’s previous agency owned their ad accounts, leaving them without access to critical performance data. We transitioned ownership of these accounts to the client and established data tracking systems to provide transparency and actionable insights.
- Google Performance Max Campaigns: Using Performance Max ads, we reached patients across Google’s ecosystem, including search, YouTube, display, Gmail, and Maps. Complementary search campaigns ensured visibility for high-intent local searches like “podiatrist near me.”
- Remarketing Strategies: We implemented dynamic remarketing campaigns to re-engage patients who visited the website but didn’t book an appointment. Customized ads showcased treatment options and patient success stories, keeping the practice top-of-mind.
- Local SEO & Google My Business Optimization: We cleaned up and enhanced the client’s Google My Business profiles, optimizing them for local search. This effort improved their visibility in local searches, driving in-office appointments.
- Content Marketing for Engagement: Strategic content creation focused on patient education, laying the groundwork for email campaigns targeting appointment reminders, treatment follow-ups, and preventative care tips.
What our client thinks:
Imagry:
We are a Marketing Agency that Knows Podiatry:
Podiatry Care Trends and Patient-Specific Insights
1. Post-Holiday Foot Care (January-February)
- Why: Cold weather exacerbates foot issues like cracked heels and circulation problems. New Year resolutions for improved health prompt patients to seek care for persistent foot conditions.
- Common Appointments: Diabetic foot check-ups, treatment for heel pain (plantar fasciitis), and custom orthotics.
- Insights:
- Seasonal Campaigns: Promote educational blogs like “Winter Foot Care Tips” and targeted ads for custom orthotics.
- Patient Advice: Highlight the importance of early intervention to prevent chronic issues.
2. Pre-Spring Sports Prep (March-April)
- Why: Increased activity in preparation for spring sports leads to a rise in sports-related injuries.
- Common Appointments: Evaluations for sports injuries like stress fractures, tendonitis, and preventive care consultations.
- Insights:
- Campaigns: Launch promotions for custom insoles and sports injury clinics.
- Messaging: Highlight recovery times and prevention strategies to attract athletes.
3. Summer-Ready Feet (May-July)
- Why: Warmer weather encourages open-toe footwear and outdoor activities, prompting patients to address cosmetic and comfort-related concerns.
- Common Appointments: Treatments for fungal infections, ingrown toenails, and calluses.
- Insights:
- Campaigns: Run ads for cosmetic podiatry services, such as toenail reconstruction or callus removal.
- Patient Advice: Offer seasonal foot care tips, like sun protection for feet and proper sandal use.
4. Fall Footwear Adjustments (August-October)
- Why: The transition to fall footwear and back-to-school shopping prompts evaluations for proper shoe fit and orthotics.
- Common Appointments: Custom orthotics fittings, diabetic foot evaluations, and treatments for bunions or hammertoes.
- Insights:
- Campaigns: Highlight back-to-school specials on children’s orthotics and fall shoe fitting consultations.
- Messaging: Stress the importance of proper footwear for preventing long-term damage.
5. End-of-Year Insurance Utilization (November-December)
- Why: Patients rush to use insurance benefits for podiatry services before they expire.
- Common Appointments: Routine foot check-ups, orthotic replacements, and minor surgical procedures.
- Insights:
- Campaigns: Use targeted ads reminding patients to “Use Your Insurance Before Year-End!”
- Patient Advice: Encourage scheduling procedures now to avoid holiday disruptions.
Podiatry Patient Cycle
1. Awareness Phase (3-6 Months Before Appointment)
- Why: Patients notice symptoms such as foot pain, nail issues, or mobility challenges and begin exploring treatment options.
- Actions:
- Research conditions and treatments online.
- Compare podiatrists in the area based on reviews and services.
2. Decision-Making Phase (1-2 Months Before Appointment)
- Why: Patients choose a provider based on convenience, insurance acceptance, or reputation.
- Actions:
- Verify insurance coverage.
- Book an appointment online or via phone.
3. Booking and Preparation (2-4 Weeks Before Appointment)
- Why: Patients prepare for their visit by gathering insurance information or confirming transportation.
- Actions:
- Schedule the appointment and prepare the necessary medical documents.
- Receive automated reminders via SMS or email.
4. Post-Appointment Phase (1-4 Weeks After)
- Why: Patients evaluate treatment results and may need follow-ups or related products like orthotics.
- Actions:
- Schedule follow-up visits.
- Consider purchasing recommended footwear or care products.
By aligning campaigns with these phases, podiatry practices can engage patients at the right time, foster trust, and build lasting relationships.
