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In this episode of Podiatry Marketing, Jim McDannald, DPM, and Tyson Franklin outline a five-part marketing plan to turn a $50K equipment purchase (such as a laser or shockwave) into a predictable investment by asking not “Can I afford it?” but “What plan pays it off in 12 months or faster?” They advise running the math backward to set monthly patient targets, then mining your existing patient database 30–60 days before the device arrives with multi-touch outreach and staff scripting.

They recommend building landing pages and ads around the condition and patient frustrations rather than the device name, activating local referral sources (PCPs, physios, athletic trainers, and even other podiatrists) with repeated outreach, and tracking cost per consult, consult-to-treatment conversion, and months to payback. They also note the need to budget for ongoing maintenance and replacement costs.

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