External marketing is a one of the Four Marketing Pillars, and it uses a variety of sources other than the internet, word-of-mouth, and your marketing database to get your name “out there” in the community. How you find those sources is up to you and what’s available to you.
Why External Marketing Still Matters for Podiatrists
When most podiatrists think about marketing today, they immediately think about websites, social media, search engine optimization, and online reviews. While these are all important parts of a successful podiatry marketing strategy, they are only one piece of the puzzle.
External marketing helps increase awareness of your practice outside of your existing patient base and beyond the digital world. It allows you to reach people where they live, work, shop, volunteer, and spend their time in the community.
One of the reasons external marketing remains effective is because it helps patients become familiar with your name before they ever need a podiatrist. When a foot or ankle problem eventually develops, they are much more likely to think of a doctor they have already seen, heard, or read about.
The Best External Marketing Ideas for Podiatry Practices
Many podiatrists assume external marketing requires a large budget, but some of the most successful podiatry marketing ideas are surprisingly simple.
Consider opportunities such as:
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Community events and festivals
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Health fairs
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Local sports sponsorships
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School and youth organization partnerships
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Chamber of Commerce events
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Senior center presentations
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Corporate wellness programs
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Charity events and fundraisers
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Community education seminars
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Local newspaper articles and interviews
These activities help position you as an active member of the community while increasing awareness of your practice.
Public Relations Can Be a Powerful Podiatry Marketing Strategy
One of the most underutilized forms of external marketing is public relations.
Being featured in local newspapers, magazines, podcasts, television segments, or radio interviews can provide credibility that traditional advertising often cannot. Patients tend to view media coverage as a third-party endorsement, which can help establish trust before they ever visit your office.
Many podiatrists have expertise that local media outlets are actively looking for. Topics such as diabetic foot care, sports injuries, heel pain, walking programs, fall prevention, and seasonal foot health can all make excellent media stories.
A single interview or article can often generate awareness for months or even years.
External Marketing Supports Your Other Marketing Efforts
The most effective podiatry marketing strategies rarely rely on a single source of new patients.
Instead, they combine multiple marketing channels that work together.
For example, a patient may see your booth at a health fair, visit your website, subscribe to your newsletter, and eventually schedule an appointment months later. Another patient may hear you on a local radio show, see positive online reviews, and then decide to contact your office.
Every marketing touchpoint contributes to the overall patient journey.
This is why Top Practices teaches the Four Marketing Pillars. When external marketing is combined with internal marketing, referral marketing, and online marketing, practices are able to create a much more consistent and predictable flow of new patients.
Building Relationships Through Community Marketing
At its core, external marketing is really about relationship building.
The goal isn't simply to put your logo in front of more people. The goal is to become known, trusted, and respected within your community.
The podiatrists who consistently participate in community events, support local organizations, educate the public, and build relationships often find that marketing becomes much easier over time. Their name recognition grows, referrals increase, and they become the obvious choice when someone needs foot and ankle care.
That's why external marketing continues to be an important part of a comprehensive podiatry marketing plan, even in today's increasingly digital world.
Ultimately, where you look for external marketing opportunities is up to you. It really depends on what’s available to marketing your name to your unique community. If you’re looking for more ideas, and really want to double down on a well-rounded marketing plan as a whole, contact us! Our Mastermind groups discuss this and other topics on a regular basis. Simply e-mail [email protected] or call (717) 725-2679.
