The Summer is Flying By! Don't Blink or You'll Miss it!
Here's what you can find in this month's newsletter:
  • Tricks of the Trade - DPMs: Stay on Track with a Moment of Reflection
  • Get an Early Invite to PodiatryExpo 2022
  • Practice Partner Academy: Upcoming Clinical Sessions
  • Tricks of the Trade - Vendors: Maximize the Remainder of the Summer
  • Featured Meeting: ACPM Presents Updates in Dermatology - Practical Pearls
  • New Product Launch! PressureOFF™ Insoles from PediFix® Advance the Standard of Care for DFUs
  • Tricks of the Trade- Planners: Stepping Through Your Sites
A Little Reflection Does a Business Good
If you follow this newsletter regularly, you will know that one of my favorite books is The Slight Edge by Jeff Olsen. One of the main points in this text is that even when you experience something, you need to come back to it and do it again... or read it again... or review it again... whatever is relevant.

Why? Because your daily experiences since the first time you "did that thing" have changed; you've grown; the context is different.

So, I was thinking about our Tricks of the Trade from three years ago and figured I would give them a quick look-see to see how my perspective has changed - if it has.

What's really strange is the article I went to actually mentions The Slight Edge. I reviewed the article again to see if I still feel the same way. I suppose it's good news that I still feel the same way as I did when I wrote the original article and I thought it couldn't hurt to share it again.

So here's an oldie, but a goodie.

Read This: "The Slight Edge" by Jeff Olson
Stay Productive Without Getting Overwhelmed.

I read this book cover to cover in just a couple of days. It's been a few years since I read it, but it always stands out as one that I recommend to anyone that wants to continue to achieve. Whether you own a small business (like a podiatry practice or a device company), it's easy to get overwhelmed with all the things you should be doing.

The Slight Edge provides practical/doable advice to help you set your goals and break down the activities that must take place to achieve those goals - step by step. By doing a little bit every single day, you will see big changes over time. There's no need to do everything in one day, one week, one month, or even one year.

Do one action item every single day and the result will show itself!
Monthly Quick Poll

You may be wondering where the quick poll is... don't worry;
I'm getting to it!

PodiatryExpo 2022 is upon us! We are finalizing DPM registration details, BUT, we want to just give you a sneak peek at what's coming on August 11th - 13th.

What's PodiatryExpo you ask? If you joined us in 2022 you may already know. But we're shaking it up this year with some serious heavy hitters in the industry, and I can't wait to see it all unfold!

We have reached out to some of the industry’s most innovative DPMs who are taking their practices to new levels by incorporating strategies that differentiate them from all others in their markets/communities.

Presentations include topics from becoming a social media influencer and creating a niche practice, to team-building strategies and avoiding practitioner burnout.

Just some of the PodiatryExpo 2022 speakers include:
Sarah Haller, DPM, AACFAS

Dr. Haller practices in Springfield, NJ with a focus on musculoskeletal deformities, sports medicine, and post-traumatic reconstruction and revision surgery.

Dr. Haller has become one of the best known podiatrists in the country after becoming one of the stars of TLC’s “My Feet are Killing Me” and has created an extensive social media following.

Dr. Ahn practices in Chicago, IL with a focus on minimally invasive surgery. He helps other doctors build their dream private practices without the hassles of insurance networks.

His passion is to teach the essential shifts doctors must make in the modern culture such as niching down, mastering the business mindset and incorporating digital marketing strategies.
Emily Splichal, DPM

Dr. Splichal is practices in New York, NY. She is a human movement specialist and a global leader in barefoot science and rehabilitation.

Originally trained as a surgeon through Beth Israel Medical Center in New York City and Mt Vernon Hospital in Mt Vernon, NY, in 2017 Dr. Splichal put down her scalpel and shifted her practice to one that is built around functional and regenerative medicine.
We are also very excited to feature a keynote presentation from the leaders of FABI (Foot and Ankle Business Innovations).
Lowell Weil, Jr.
Chris Milkie
Matthew Dairman
So finally we're to the question! Do you want to be personally invited to this event?! We are opening registration next week... but we want to make sure we get those who want in - in - before we sell out!

Be first on the invite list by letting us know below!
This sounds amazing - YES! Please let me know ASAP!
This seems super cool, but I'll wait and play it by ear.
We're half way through 2022 (hey, that rhymes) and our Practice Partner Academy presentations have been superb, to say the least!

Our amazing sponsors have been getting amazing content ready to roll for the upcoming weeks.


New Solutions For Offloading Planter Pathologies that You Can Dispense in Your PracticePractice Management and Minimally Invasive Surgery
Presented by Timothy Short, DPM, FABFAS, FAENS
July 6th @ 8pm EST

Utilizing a Carbon Fiber, 1st Ray Orthotic to Treat a Myriad of Patient Conditions
Presented by Jeffrey Oster, DPM, FACFAS
Date/Time: TBD

Creating a New Source of Revenue with CBD
Guest Speaker: Penny Amarantos of Weil Foot & Ankle Institute
Date/Time: TBD
TRICKS OF THE TRADE - Quick Tips for Vendors
Have You Been Maximizing the Summer Slow-Down?
The summer months are a little bit slower in meetings. The spring and fall are generally swamped with meeting opportunities, but the summer has only a handful to choose from.

However, it's the end of June. Where is the summer going? I feel like I blinked and it was over. So, I think it's a good time to remind all you vendors about an article that I wrote in last month's Experienced Exhibitor newsletter. It's simply a helpful reminder of how you can maximize the slow summer months while we're a little bit of a meeting standstill.

If you've taken a recent gander at our website's Calendar of Events - or even your own meeting schedule - you're probably not as bogged down with travel in the summer than the Spring and Fall.

I don't know about your time management habits, but if you're anything like me, you do best under pressure and a HARD deadline. With summer meetings taking a little bit of a siesta, you may find yourself casually staring at the ceiling for a solid hour before you feel the drool sliding down your chin.

Often when we have more time to plan, we end up just letting it slip by. So make a pact along with me to maximize the "slow" summer months by reviewing and revamping your digital marketing strategy.

Here are some aspects of your digital marketing program you may want to put under a microscope or experiment with...
What's yielding results, and what's not? Sometimes it's hard to tell because a strong marketing program utilizes a solid mix of channels that reach your target audience. A conversion typically doesn't have just one point of attribution.

What you can determine (and this is the glory of digital marketing), is which ads are really popular. If you're running ads in PM News (for example), make sure you give each ad the same amount of run time so you can compare apples to apples. Which ad is getting more clicks than the others? Once you know that, determine why. Is it the offer? Is it the amazing design/copy of the ad?

Same thing goes for email marketing. Run the same email blast to two separate, but similar groups (i.e., don't send one email to DPMs and the other to practice managers; split your DPM list in half and send the same email to both). BUT, change your subject line. See which one has stronger open rates and then determine why. Again, is it the offer? Is it the verbiage?

Figure out what's working so you know what kind of offer or content you should continue to embrace.
Last week Ann and I spent some quality time watching an advertising/marketing online conference and some of the new ideas we got made us really excited... and excited to share!

One of the more interesting strategies I clung on to is called, "A Dollar a Day." The concept is that you take one of your old Facebook posts (or create a few new ones) and then spend $1/day on each of them for 30 days (be sure to target your audience). When the 30 days is up, review your ad report and see who came out ahead with the most clicks.

When you have your winner, invest more media dollars on that post, running it more times and, possibly, in more geographic areas.
Many times we can't understand why certain advertising/marketing programs aren't creating conversions. Well, when was the last time you stepped through your own process as a prospective client?

Every time you put something out there, step outside of yourself and look at it as if you were a DPM and just saw it for the first time. Let's go through an example....

Take your next PM News ad and ask yourself, "If I were a DPM, would this ad intrigue me enough TO CLICK." Why did I capitalize "to click"? Because that's the first goal. So many times we think we the ad isn't good enough because it didn't create a sales conversion. That's not the case. This is a process. So... is it good enough to make them click - step one.

Then, where are they clicking to? Did you lead them to the homepage of your website that has nothing to do with the focused product/service on the ad? Did you take them to a PDF that has so much copy on it, they don't know where to look? Did you just link it to an email address of a sales rep?

Know where they are going to click, and then ask yourself, "If I were a DPM, would this intrigue me enough to want to learn more?" Once they are at this point, it's going to differ greatly depending on your product, service and how they actually purchase. The point here, though, is if your ad is leading them to a landing area that is not using a specific strategy on copy (verbiage) and and functional design that allows them to easily contact you, request a sample, or click to purchase - a new strategy needs to be thought out.
ACPM Presents... Updates in Dermatology: Practical Pearls
Online | 6 CECH

The American College of Podiatric Medicine is excited to announce its latest contribution to continuing education in Podiatric Medicine.

Register now for July 23, 2022 and earn 6 CECH.

Updates in Dermatology: Practical Pearls will feature some of the profession’s most noted experts and key opinion leaders including:
Bryan Markinson
Tracey Vlahovic
Ivan Bristow
Topics Include:
Topical Pharmaceuticals
Nail Conditions
Pediatric Nails
Skin of Color
Venous Disease
Laser Treatments
New PressureOFF™ Insoles from PediFix® Advance the Standard of Care for DFUs
A 4th generation family of foot specialists since 1885, The PediFix Footcare Company is committed to advancing the standard of care for the management of diabetic foot ulcers and common plantar pathologies.
The firm is introducing a new offloading insole that fits and functions in patient’s everyday footwear, with the proven pressure and shear reduction benefits of the ‘removable bottom pegs’ offloading system clinicians are familiar with.
PressureOFF™ Customizable Offloading Insoles reduce pressure and friction to relieve pain and speed healing -- without the need for walking boots, post-op, or orthopedic shoes patients frequently reject.
“They provide discrete, convenient, targeted offloading that allows your patients to quickly get back to their active lives, in the comfort of their favorite footwear”, says Jon Case, president of the longtime podiatry industry supporter and great grandson of company founder Heinrich Berkemann.

Unloading plantar surfaces of an insole is known to reduce vertical pressure and horizontal shear forces that cause pain, can lead to skin breakdown, ulceration, and delayed wound healing.

“They help prevent and relieve most any plantar pathology -- stubborn calluses, corns, prominences, lesions, IPKs, metatarsalgia, fat pad atrophy, protect surgical sites and other conditions that respond well to mitigation of peak pressure, too. But we expect these patented insoles will be most beneficial to diabetics, saving limbs and lives because they offload effectively and conveniently in shoes those patients are more likely to wear – their own.”

“It’s amazing how much offloading we can achieve with these within the confines of the patient’s footwear” says Dr. Tim Short of Ochsner Health in New Orleans, and early advocate. “We can unload diabetic hot spots, ulcers, and ulcers in remission effectively, without insisting the patient wear specialized foot gear, which, realistically, many are non-compliant with, and others have trouble ambulating safely in”.

Quick Tips for Meeting Planners
Plotting Your Next Meeting Site
Recently Ann and I have been scouting out sites for a meeting we're helping to organize in November of this year. Obviously a major part of this process is site selection.

BUT, this is simply a very short and quick tip for all the meeting planners out there; whether you've done this for several years or are new to the game.

I know there are often not hotels that are available on your meetings specific dates that would make EVERYTHING you want possible... but one thing that I feel goes overlooked more times than not is the proximity from the lecture hall to the exhibit hall.

Often the meeting seems to accommodate fewer steps for the DPM from the lobby and hotel rooms to the lecture area vs. the exhibit hall I get it. You certainly want your attendees to have a great experience, and walking one million miles is never fun. But I'm going to be brutally honest... the exhibitors need that space.

So many times I walk to an exhibit hall and it is extremely far from the lecture hall, or the DPMs don't even need to pass the exhibit hall to get to the lecture hall. It's hard enough to get DPMs to walk the exhibit hall, so let's not make it even easier for them to avoid by placing them in an area that is unseen.

Make sure you take significant time to walk through your space and determine if the lecture hall is in an area that forces the DPMs to walk past the exhibit hall first.

The DPMs are going to get their CECHs... let's make sure the vendors get their ROI.
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