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Marketing and Advertising Your
Practice
 by Jordan R. Stewart, DPM Timonium Foot and Ankle Center Established July 2006 Timonium, MD Until now, I have discussed the steps I took to open my practice. If you thought that was hard work, you haven't seen anything yet. Getting people into the office is a very challenging task. You are brand new out of residency with no established reputation and depending on your location; you may face lots of competition. From the start you need to get your name before doctors and the public and let them know who you are and what you are capable of. With the help of my father, a medical professional and computer guru, we designed a tri-fold brochure that outlines the profession of podiatry, the services offered in my office, and a small biosketch about my background and training. Once the brochures were printed, we purchased inexpensive brochure holders on the internet and placed a label on the holder that read Timonium Foot and Ankle Center. I then went around to doctor's offices, gyms, small businesses, coffee shops etc and asked if I could leave the brochures in the lobby. Some of the businesses said no, but the majority were more than happy to let me leave my brochures. I continue to generate patients from these brochures. You can click on these small images to view my tri-fold brochuree.
Besides a brochure, you need to meet with the public as they are your potential patients. I contacted an 8,000 member gym that is 0.5 miles from my office to discuss lecturing. Fortunately, this gym has a dedicated health program that hosts a lecture series. I have given 2 lectures at the facility, one on common foot and ankle problems and one on diabetic foot care. Each lecture averaged 20 members in the audience and there was great crowd participation. Not only did this lecture educate the members, it helped to build my practice. I have generated several patients that I see regularly in my practice from these lectures. Several of these patients have also sent their friends to see me.me. Newspaper and magazine advertisements are very expensive. I have been fortunate enough to build a relationship with our local print shop owner who produces several newsletters in the community that I practice. These newsletters are always looking for advertisements. I recommend looking into this form of advertisement as it is relatively inexpensive and it targets the patients that live near your practice. As I have mentioned in the past, location has played a huge role in building my practice. My office is on a highly trafficked road and my highly visible awning attracts lots of attention. This "foot" traffic has been a great source of patients, averaging about 3-5 walk-in patients per week.
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