Earl Nightingale once said that if you find yourself in a situation where you don’t know what to do, and you don’t have a guide or a mentor to help you move forward, then just look around at what everyone else is doing and do the opposite. Think about it. If the whole group is doing the same thing, that thing is average. It doesn’t stand out. It also may or may not be the best. You don’t know, because no one is doing anything different.
The market is very competitive. People need to be able to hear your voice without you shouting, jumping around, or acting undignified in any way. The way to compete in a difficult, saturated, competitive market is to do the opposite of all the others so that you stand out. Everyone else is pushing their brand, talking about themselves and what they do, and going on about their qualifications. It’s all them, them, them. Really, no one else cares about that. This is your opportunity to do the opposite.
Many podiatrists assume competing in a crowded market means spending more money on advertising.
But in reality, one of the biggest reasons practices struggle in competitive markets is not lack of visibility alone — it is lack of consistent patient connection.
In highly competitive areas, patients are constantly exposed to new providers, healthcare systems, urgent care centers, online ads, and marketing messages. Even satisfied patients can slowly lose connection with a practice if communication disappears after the appointment ends.
That is one reason podiatry newsletters remain such an effective long-term marketing strategy.
A newsletter helps your practice stay visible, familiar, and relevant between visits. Instead of only appearing when a patient needs care, your practice remains consistently present throughout the year.
In competitive markets, that visibility matters.
Staying Top-of-Mind Matters More Than Most Practices Realize
Most podiatrists underestimate how quickly patients forget.
Even patients who had a positive experience may not immediately think of your practice months later when a new issue arises, when a family member needs care, or when someone asks for a recommendation.
Patients are busy. They are constantly seeing competing healthcare messaging online and in their community.
A newsletter helps solve that problem by creating regular touchpoints that keep your practice top-of-mind.
Over time, this familiarity builds trust and strengthens patient loyalty in ways many practices overlook.
Newsletters Build Relationships, Not Just Visibility
One of the biggest advantages of podiatry newsletters is that they create ongoing relationships with patients instead of relying entirely on one-time transactions.
Patients want to feel connected to providers they trust. A newsletter allows your practice to continue educating, communicating, and reinforcing credibility long after the appointment is over.
This is especially valuable in competitive markets where patients have many choices.
Practices that communicate consistently often feel more established, more engaged, and more patient-focused than practices that disappear completely between visits.
That relationship-building process can quietly influence:
- repeat visits
- patient retention
- referrals
- online reviews
- treatment acceptance
- long-term loyalty
Education Helps Differentiate Your Practice
Many podiatrists compete in markets where multiple providers offer similar services.
That is why patient education becomes so important.
Newsletters create opportunities to explain conditions, treatments, preventative care, and services in a way that positions the practice as a trusted authority rather than simply another office advertising appointments.
Patients regularly search for answers related to:
- heel pain
- diabetic foot care
- orthotics
- sports injuries
- toenail fungus
- bunions
- chronic foot pain
- regenerative treatments
Consistent educational communication helps patients associate your practice with expertise and trust.
Over time, that authority can become a major competitive advantage.
Consistency Creates Competitive Advantage
One reason newsletters work so well is because most practices fail to communicate consistently.
Some offices send one or two emails per year. Others communicate only when trying to promote a special offer or announce a new service.
Patients quickly recognize the difference between practices that communicate only when they want something and practices that consistently provide value.
The strongest podiatry newsletters are not overly promotional.
They focus on helping patients stay informed, connected, and engaged with the practice over time.
In competitive markets, that consistency often becomes one of the factors that separates practices patients remember from practices they forget.
Marketing Is About More Than New Patients
Many podiatrists focus heavily on generating new patient leads while underestimating the value of strengthening relationships with existing patients.
In reality, retention and referrals are often among the most cost-effective forms of growth for a practice.
A newsletter helps support both.
Existing patients who continue to hear from the practice are more likely to return when future issues arise and to recommend the office to others. In competitive markets, those relationships can become one of the strongest forms of long-term stability
Think about everyone in your market as an opera diva. All an opera singer wants to sing is, “Me me me me me!” Don’t be like that. You need to focus outward on your patients and potential patients. Make an offer focused on helping them address their worries, issues, and concerns. Build a relationship with people and stay with them forever. You will far outperform everyone in your market who focuses on themselves.
At Top Practices, we do all this with books, newsletters, and follow-up campaigns. For more information about the tools and strategies Top Practices uses to help you compete, contact us! Just call (717) 725-2679 or e-mail answers@toppractices.com.
