I took a 5-year leave from podiatry to work from home and raise our two daughters. My youngest has a serious medical condition and greatly benefited from my being home. She is now in school and I am able to spend more time away from home (although I still feel compelled to be somewhat close and available to her even while she is in school). My original practice of nearly 20 years was a high-volume, multi-office, general/surgical podiatry partnership. My new practice will be very different: a cash-only, mobile podiatric practice providing mainly (but, not exclusively) routine, palliative foot care. I will have no office or staff. I’ve opted-out of Medicare and plan not to accept any 3rd party insurance payments. I’ve purchased only minor malpractice insurance coverage. Although I miss surgery and other aspects of my former practice, I feel that a flexible, bare-bones practice is in my family’s best interest at this point.
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I have no grand illusions; I hope to generate a quite modest income from this practice, at best. Since my overhead expenses are very low, I should be able to charge reasonable, affordable fees and spend quality time with my patients. I would greatly appreciate any good marketing ideas for this type of unorthodox practice. My patient demographic is middle class to moderately affluent. While my area is not super-saturated with podiatrists, there certainly is no shortage. I am amenable to providing my services in homes, retirement communities, nursing facilities, or any other non-office based location. The only advertising that I’ve done so far is a 6 x once/week run in our community newspaper—this resulted in an anemic 2 patients. I need better bang-for-the-buck in my marketing.
I plan to introduce my practice to the local visiting nurses and nursing home/retirement village administrators. Should I consider other contact sources? I want to exchange business cards (to be displayed, distributed) with other health care professionals. What type of specialists or businesses would be most productive and amenable to displaying my cards and how should I contact them (in person, by mail)? Would it be at all beneficial to contact or associate with another local podiatrist (i.e. is there any potential symbiotic relationship)? For advertising purposes, I’m having difficulty constructing the best “spin” to put on the fact that my practice is cash-only/no insurance, but affordably priced. Any suggestions? Do you recommend that I advertise my fees? I’ll appreciate any and all suggestions. Thanks.
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