May 26, 2020  
 
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Marketing a Foot and Ankle Surgery Practice

A profitable foot and ankle surgery practice is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.

Multiple marketing factors affect bottom line profitability. But there is one trait that stands out above all the rest in terms of its ability to deliver marketing success.

Tenacious messaging and the identification of new delivery channels can be an on ramp to foot and ankle surgery practice profitability.

Broadcast Advertising

No doubt about it, the Internet has had a dramatic impact on TV and radio advertising. Rather than tuning in for information, many buyers now prefer to get their news and entertainment through online sources. However, it would be a mistake to discount broadcast advertising entirely. Many foot and ankle surgery practices continue to find ways to attract audiences to their brand through broadcast media. It's critical to understand the limits and opportunities available in today's broadcast advertising industry. One area in which marketers continue to have success is during drive times when large numbers of listeners still tune-in to local radio. When marketing foot and ankle surgery practices, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.

Generating Buzz

Never underestimate the value of good buzz with consumers. You've heard it said before: Word of mouth is the best form of promotion for products and brands. In a foot and ankle surgery practice, buzz is a critical consideration in the marketing mix. The process begins with developing communication vehicles and mechanisms that invite discussion. With minimal effort, you can instigate conversations through social media and other communication vehicles favored by today's consumers.

Improving Customer Loyalty

Savvy entrepreneurs target customer loyalty as a cornerstone of strategic planning. In foot and ankle surgery practices, sorted and updated mailing lists obtained from top-tier providers are effective tools for customer acquisition. To encourage customer loyalty, you'll need to tap into deliberate mechanisms that incentivize customers to reward your brand with repeat business. In many cases, online channels can be leveraged to create innovative customer loyalty programs.

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Conversation Board

For foot and ankle surgery practices, good advice can be hard to find. If you have firsthand marketing experience to share, we invite you to submit your comments below. Questions are also welcome and we will try to reply ASAP.


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For those who want to open a foot and ankle surgery practice, these resources provide helpful advice:

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