In this episode, host Tyson E. Franklin switches seats as Jonathan Small interviews him about his upcoming Podiatry Marketing Masterclass in Liverpool. Scheduled the day before the renowned Foot & Ankle Show, this hands-on workshop promises to be bigger and better than ever, building on insights gained over years of coaching and experience.
The conversation covers why effective marketing is essential for podiatrists, how marketing can bring in patients you love treating, and the dangers of relying solely on word-of-mouth. Tyson also teases exciting elements of the workshop, like the practical lock-picking activity, designed to teach transferable problem-solving skills.
Don’t miss this opportunity to refine your marketing strategy and take your practice to the next level.
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TRANSCRIPT (Unedited)
[00:00:00] Okay, so the recording for This week’s podcast is a little bit different. I’ve got Jonathan Small with me, and he’s going to interview me today about podiatry marketing masterclass I’m doing in the UK. So Jonathan, I want you to do the introduction.
[00:00:13] Oh, so welcome to the Podiatry Legends Podcast, The podcast designed to help you See, think and feel different about the profession. I probably got that wrong, but it’s something along those lines. And and we thought this was an ideal opportunity for me to ask Tyson some things about marketing and podiatry. How are you today, Tyson?
[00:00:32] I am fantastic today, Jonathan.
[00:00:34] It’s nice to be on your show. This
[00:00:35] is my first ever podcast. Hosting, I think. I don’t think I’ve done it before, so let’s see how it goes. Oh, what’s funny
[00:00:43] is I didn’t warn you either that that I was going to get you to just to do the introduction. It was pretty close to the intro, so I’m fine with that.
[00:00:51] It’s good. So something that’s really interesting for me and and I think it’s probably important just for you, for the listeners to, to hear. You’re approaching 350 episodes, [00:01:00] Tyson, of this pod, Legends Podcast. It is getting close. Can you just tell us what keeps you going with it?
[00:01:07] Oh, I like talking to people.
[00:01:10] Well, actually, my mum would say I like the sound of my own voice, but it’s, I really enjoy talking to people. I love getting podiatry stories out. There’s some people doing some amazing things in the profession, but I also like bringing people in who are not podiatrists. That I classed, yeah, the legends that aren’t podiatrists, because when I did my old podcast, It’s No Secret with Dr.
[00:01:33] T, I did 211 episodes on there, and I had a few podiatrists. But I had people that owned baseball teams, I had UFC fighters, had all these really interesting people that I connected with and I’ve got these friends all around the world now that have done through podcasting. So doing it, the Podiatry Legends Podcast, every time I talk to another podiatrist, I feel like I’ve made a new friend.
[00:01:59] And I [00:02:00] don’t think you can have
[00:02:01] But yeah, absolutely, we’ve connected, of course, absolutely.
[00:02:03] Yeah. And there’s just, there’s so many other people in the UK that I’ve become friendly with. purely because of podcasting. I can go to the States and I’ve gone to, NFL football games with podiatrists that I met purely through the podcast.
[00:02:18] I’ve stayed with people overseas because of the podcast. And I’ve got people coming up on next week after this episode, I’ve got a couple from Mauritius. That are coming on the podcast.
[00:02:29] Never had a podiatrist from Mauritius before. So it’s, yeah, it’s fun. That’s what keeps me doing it.
[00:02:36] Yeah, it’s excellent. And of course what it’s led to is you’ve been invited to come over to the UK for the foot and ankle show. You were last over here five years ago and six years ago in, in February and 2019 pre Covid.
[00:02:50] And and you came and delivered a talk at the Foot and Ankle show then, which was on niching in podiatry. It was interesting. Yeah, interestingly before that you [00:03:00] actually you ran a marketing workshop the the day before which I was one of the attendees on that on that workshop.
[00:03:05] Do you remember doing that? That was such fun.
[00:03:07] Oh, that was a lot of fun. Well, the foot and ankle show is probably the best podiatry event I’ve ever been to anywhere. It was so well run and the whole OSGO team just, it was just seamless, so I really enjoyed that and my plan was to come back more often after that.
[00:03:25] But yeah, a little bug sort of put an end to that for a little while. And I did a marketing workshop the day before the Foot Ankle Show last time. So I’m planning on doing it again this time. So you’re right, last time I spoke about niching, this time at the Foot Ankle Show, I’m talking about happiness and achievement.
[00:03:43] They’re independent variables. So a lot of people think, Oh, I’ll be happy when, or I’ll be happy if, and that when and if never happens. So I’m going to take them through what happiness is and how they can achieve happiness. every day, regardless of whether they’re achieving or [00:04:00] hitting their goals or not, because they’re independent of each other.
[00:04:02] We’re speaking at the Same Foot and Ankle Show. So we’ll save that for another episode. What I’m speaking on. Oh, what’s your topic? Tell
[00:04:08] me what your topic is going to be.
[00:04:10] Don’t keep it to yourself. It is already out there. I’m looking at my 30 years of experience in private podiatry and really the way that I’ve approached private podiatry different to how it traditionally was.
[00:04:22] And and the lessons learned and and the successes that I’ve had from it.
[00:04:26] Okay. I look forward to it. Your one last time was, uh, what was the title of your last one? You had the music playing and had everyone all pumped up.
[00:04:37] That was massive. That was Flames of Hope, wasn’t it?
[00:04:40] Or Sparks of Change. I can’t remember which one it was that you saw one of the two, but but yeah, massive that was. Yeah, I just felt
[00:04:47] sorry for the person who had to go up and follow you on that one.
[00:04:50] So back to your marketing masterclass then. So you plan to run it again. So I’m a big question for you about marketing. Why do pods need to do marketing? [00:05:00] Why do you feel that’s important?
[00:05:02] It’s because, well, I was talking to someone the other day and they said, Oh, I don’t do it. I don’t do any marketing.
[00:05:07] I don’t need to do any marketing. I have such strong word of mouth. Okay. And I think that’s fine. But if you do not control the narrative of what people are saying about you, then that could equal the type of patients that you have coming in. So if you’ve got the type of patients coming in that put a smile on your face every day and you just are absolutely loving it, then you maybe don’t change what you’re doing.
[00:05:31] Maybe you don’t need any marketing. But if you’re not getting the type of patients you want day in, day out, The ones that make you happy, then you need to market to get those people in. And that’s the only way that you’ll stay happy and not become bitter and twisted. And there’s a few bitter and twisted podiatrists in the profession who the world has just gotten to them.
[00:05:55] And I think it’s because the perfect example would be there was a podiatrist in Cairns when I [00:06:00] first moved to Cairns.
[00:06:00] We
[00:06:02] didn’t get on. Now I know that might surprise some people, but we didn’t get on. And I used to do a lot of marketing. I remember being at this particular event one night and there was a whole pile of doctors there.
[00:06:13] I think it was a diabetes night. We all got invited. I’m there talking to a group of doctors. He turned up and in part of the conversation he said, unlike some podiatrists, I don’t need to do marketing.
[00:06:27] Okay. That’s interesting. And then he walked off.
[00:06:31] Okay. And all the doctors looked at me and said, I think he’s having a go at you.
[00:06:33] I said, I think he is. You move ahead 20 years and you wouldn’t call his business a business. It’s a backroom little operation full of nail dust and he’s the most miserable bastard you’d want to meet. Here I am. I’m happy.
[00:06:54] Yeah, absolutely.
[00:06:55] I had a great clinic. I sold it for what I wanted to sell it [00:07:00] for.
[00:07:00] And it wasn’t that I was super special, it just meant, all it was, was I put a marketing strategy together that worked, not marketing tactics, wasn’t about, Oh, this is what everyone’s doing now. I’m going to jump on board with that. I’m going to send out this email, or I’m now going to jump on Facebook.
[00:07:15] I created a strategy behind what it is I wanted to achieve. And that’s what I implemented over decades and it paid off.
[00:07:23] So when we do the marketing masterclass in Liverpool this year, is that the sort of thing we’ll be covering? Is it the strategy side of marketing?
[00:07:30] Oh yeah, yeah, big time. So when I did the workshop last time, that was good.
[00:07:34] I thought it was a great day. This one is going to be epic in comparison. It’s the stuff that I’ve learned and I’ve applied with a lot of my coaching clients over the last five years has been incredible. I’ve picked up so much new stuff that I’m really looking forward to sharing. It’s going to be fun.
[00:07:52] Plus we’re going to be picking locks.
[00:07:59] [00:08:00] There is where I’m not going to make, I’m going to put handcuffs on anyone, but we will be picking locks. And the reason for picking locks. that there is a meaning behind it all. It’s not just, Hey, here’s a new skill set. But when you learn how to do something, it’s what they call meta level learning, which is what we’re going to be doing at the workshop is when you learn a new skill or how to do something, you can transfer that skill to the next thing that you learn.
[00:08:23] And you’ll realise that with each thing you learn, there’s some common threads between them all. And when you learn how to pick a lock and you realise it’s this sequence of steps that you must follow to be able to pick the lock. And then once you can do it, you go, I tell you, it is such a cool feeling when you do it.
[00:08:39] So I’m going to bring over a few locks and we’ll be messing around with them, but there is a reason for doing it. And I’ll guarantee every single person that’s in the room will pick the lock before the end of the day. And, or, and most people will be picking it multiple times before the end of the day.
[00:08:54] You get to really see who the convicts should have been. [00:09:00] Yes,
[00:09:00] well, you’re so good at it, Tyson.
[00:09:02] Oh, it’s funny, when I learned today, I was in America, or last year, when I was in the States, that I’ll pull a lock there, there’s a simple one, medium one, hard one, then handcuffs. And I went bang through all three, then bang, got out of the handcuffs, and they went, Or pick the convict in the room.
[00:09:19] Excellent. Sounds, sounds amazing. So, so going back to the podiatrist, do doing marketing or not doing marketing. Yeah. I think you’ve already shared a little bit of a glimpse. What happens if the podiatrists don’t market themselves? What’s the, what? The inevitable outcome generally that happens for them.
[00:09:36] Well, if they don’t market themselves, the, and this will goes back to what’s the narrative? What do you want people saying about you? So. If you don’t market yourself the community will market for you and that will tell everybody what you are and what you aren’t. So if you’ve cut someone’s toenails, then that person’s going to go around saying you are the best toenail cutter, Jonathan, that I’ve ever met.
[00:09:59] So if that’s the [00:10:00] only thing they ever know about you, that you cut their toenails. They’ve never seen anything else about you. Your website doesn’t really say that much different other than cutting toenails. You’re going to become the best toenail cutter in town. I’m And that person will tell all their friends when they’re at bridge.
[00:10:14] Or at Lawn Bowls, I should go see Jonathan. He’s the best toenail cutter in town. But, to me, marketing also is part of educating your patients as marketing. So, when Mary’s in there and you’re cutting her toenails, and then you’re talking to her about, Hey Mary, do you know that other than general practitioners and dentists, that podiatrists are the only other people that can do a local anaesthetic?
[00:10:37] She goes, I didn’t know that. And you just start talking about it. You talk about other things you do, And I know in different countries it’s all different, but Mary, the next time she’s at Bridge, she’ll go, Oh, I was, they said, Mary, what are you doing today? Oh, I was getting my toenails cut by Jonathan.
[00:10:52] Do you know, because people love sharing interesting facts, it makes them sound intelligent.
[00:10:59] Yeah. Yeah. [00:11:00] Yeah.
[00:11:00] Yeah. Do you know that podiatrists are the only other profession other than doctors and dentists that can give a local anaesthetic, but this is where, this is the part where the extra marketing helps.
[00:11:08] If you then say to Mary, oh Mary, by the way, just to let you know, not all podiatrists have the skill set that I have.
[00:11:15] Okay.
[00:11:16] Which is also true, because not every podiatrist does local anaesthetic. So, you let the patient know that you do it, but not everybody does it. So therefore, when she’s talking at the bridge club and she says, I saw Jonathan cut my toenails, do you know that?
[00:11:31] Oh, and my podiatrist, he’s one of those ones that can do it, but not all of them can do it. So all of a sudden, all these little steps, and this is just a conversation with patients, just elevates who you are. Compared to everybody else. That’s what marketing is, but that’s just with a patient. You do it through your website.
[00:11:48] You talk about what it is that you want, whether you’re using old school or online marketing. Marketing to me is everything you do, but you’ve got to control what the narrative is what is being said about [00:12:00] you and the type of patients you want to bring in. And if you don’t do it, then you’re on the, you’re in the hands of your patients.
[00:12:08] which is not always going to be the best thing.
[00:12:11] And it isn’t just you in the hands of the patients, it’s the whole of the professions in the hands of the patients. So, so if we want to move the narrative away from podiatrists doing toenail cutting, then we need to be marketing ourselves for the benefit to the whole profession moving away from that to being that foot specialist and and talking in those terms to patients and to the wider public.
[00:12:33] Definitely. And that’s why, like I’m sure in the UK, they have foot health week. We have foot health week here in Australia. And
[00:12:41] every year,
[00:12:41] it used to be a month here, but I think we got bored with a month. So I went back to, it was a week, it was foot health week, then it was foot health month and we went back to foot health week and, but I think I used to look at what the association was promoting and I would look at their theme and if I didn’t [00:13:00] like it, I would just make up my own. Yeah. Yeah. Yeah. I would still go with Foot Health Week, but I’d go to the radio station, local newspaper, TV, and I’ll be out there saying, Hey, it’s Foot Health Week, it’s coming up in a couple of weeks time, can we organise something, can we do an interview, can I jump on the radio?
[00:13:16] And they go, what’s the theme this year? And I go, the running athlete. Yeah, the running foot. The association might’ve been doing the high risk foot.
[00:13:26] It didn’t serve
[00:13:27] me or interest me.
[00:13:29] No, that’s right. This is just one of the tactics used, isn’t it? Campaigns in marketing to to get your message out there, to reach the people you’re trying to talk to.
[00:13:37] Yeah, like radio I really enjoy radio. So that’s why I probably enjoy podcasting as well. I, I like listening to people talk, but I used to go to the local radio station. I was on there every Saturday morning for about 15 minutes for about eight years, just would go on there. And even after I sold my business, I still went in there for about the next two [00:14:00] years.
[00:14:00] I didn’t even have the clinic anymore, but I still went in there and spoke about podiatry because the guy on the radio station enjoyed it. The public were enjoying it, so I just kept doing it.
[00:14:11] Yeah, absolutely. And what a great service that’s been to your local community and to the wider podiatry population.
[00:14:17] So, we know that you are, have got lots of skill sets within marketing and you’ve got a lot of knowledge. And certainly you’re my go to, you’re my person that I think of anytime anybody mentions marketing and who they should reach out to. Oh, thank you. From you know, that I’m always recommending the Podiatry Legends Podcast ’cause there’s always an episode that somebody can relate to and get some information from.
[00:14:38] You’ve got your books that you’ve written, and of course one-on-one conversations with you. But let’s do the the summing up of a that you always do at the end of a podcast episode. Yeah. Which is that if you were sat talking to a podiatrist on a bench in a park and you had to give three basic tips of advice.
[00:14:57] around podiatry and marketing. What would they be [00:15:00] Tyson?
[00:15:00] You bastard, Jonathan, you didn’t tell me you were going to ask me this. Okay. Three tips. First tip. I would tell anybody who’s just starting out in their career would be don’t chase the money that’ll come. Don’t do, just do not chase the money. Chase experience.
[00:15:24] What is it that you like about podiatry more than anything else? Podiatry Legends Podcast. Go and find the employer that is actually offering that. And I don’t care if they pay in your 2 an hour, if that’s all they can afford to pay, they may not even have a position just saying, I just need to work here because this is what I want to learn.
[00:15:42] So that would be my first bit of advice. Don’t chase the money, chase experience and where you’re going to actually learn your knowledge. I think that’s a big thing. If you’ve been around for a while, I think you need, if you’ve got your own business. You need to know it [00:16:00] took you years to become a good podiatrist.
[00:16:01] Don’t expect you’re going to be a great business owner, that it’s just going to happen through osmosis. You lean up against another business owner, it’s just going to happen. It won’t happen that way. You’ve got to put the time and effort in exactly the same way you did when you learned to become a podiatrist.
[00:16:18] So it, and it takes time. You’re not going to join a mastermind group or join a coaching organisation and know everything in six months. I’ve had coaching clients that I’ve worked with for two or three months, and that’s it. Oh, yeah. Well, I’ve got everything I need and I’m like,
[00:16:36] then
[00:16:38] I’ve got other people that I’ve been with for four and a half years who have got million dollar clinics because they’ve hung around for the long term because they realised, okay, I don’t give them this
[00:16:50] amazing brilliance every single time you get together, but it’s just it’s layer upon layer bouncing ideas off of each other and the third bit of advice I would say to people is [00:17:00] If you’ve only got a certain amount of time to go to conferences, be really selective on where you go. And I’m not saying that you should or should not go to an association conference.
[00:17:11] If the event has got people coming and talking and it’s stuff that you really want to know about, then put the time and effort into being there. It’s like the orthotic economy. You go to a conference and you learn something that can give you a skill set that can make you thousands of dollars every year, then it’s worth spending a couple of thousand dollars to attend.
[00:17:31] But I think just be selective. Don’t just go to everything because it’s on. Pick the ones that are really going to improve you as a podiatrist, as a person, as a partner, whatever it’s going to be. And they’re the ones that you need to be at. I used to probably go to five business type events to one podiatry event that I went to.
[00:17:53] Yes, certainly to look at beyond your realm of of experience to try and push yourself out of your comfort zone really, isn’t it, and go [00:18:00] engage with others in a bigger world of business. I think you’re absolutely right. I think podiatrists skip the bit about learning about business.
[00:18:07] They’ll go on a Facebook forum and they’ll just do a post saying, how do I run a business? And that’s it. , and that’s ridiculous, , it’s years and years of knowledge they’re trying to condense down into one Facebook post. That’s like saying how do I fix feet? , it’s a ridiculous question.
[00:18:20] Yeah, that’s a good question. Yeah.
[00:18:22] I’ve seen that a lot where people will go, Oh, can someone give me some marketing tips? Yes. Yeah. I’m like, yeah, don’t post that on Facebook.
[00:18:32] Yeah,
[00:18:34] you’d be better. They’d be better. Instead of posting that on Facebook, they’d be better to send me an email directly and go, Hey, Tyson, can you give me three marketing tips that will help me?
[00:18:43] First one would be is don’t chase tactics, chase strategy. But even before, yeah, but we’ve spoken before that there’s three parts to marketing. Most people look at the tactical level, which is the lowest level. At the event, we’re going to talk about strategic level, but we’re also going to be talking about the meta level, the [00:19:00] mindset level of marketing.
[00:19:01] It’s the thinking about thinking, strategy is thinking about doing, and the tactics is just the doing. And a lot of podiatrists just want to do without the thinking that goes behind it.
[00:19:14] Excellent. So everyone who’s listening, if you’re interested in in learning far more about marketing than you, you know, get, take this opportunity to come and engage with Tyson at the workshop.
[00:19:24] They’re always great fun, lots of fun and games, lots of interaction, lots of learning. It will be transformative for you and your business and the profession. And Tyson will put the links out and about for you to get booked onto it. And I’d like to thank Tyson for coming on his own podcast.
[00:19:40] Today, introduction as a guest and I really enjoyed speaking with you. Thank you, Tyson.
[00:19:45] Yeah, this has been fantastic. Jonathan, this was your idea to do this podcast as well, which is great. And if people are listening, it is in Liverpool the day before the Foot & Ankle Show. Go to my website, tysonfranklin.com.
[00:19:57] Click on events, all the details there, but there [00:20:00] will be links in the show notes, there’ll be links when we post this on social media. So , Jonathan, thank you for coming up with the idea of doing this episode. It’s been fun.
[00:20:08] Yeah. And really enjoyed it.
[00:20:09] Thank you, Tyson
[00:20:10] okay. Thanks for that. Bye.