narrow the search. Shocked that there are
still hundreds of styles, she picks a random
shoe with the color preference required
for work and checks out. A few days later,
the box is delivered just as she is leaving
her house. In hopes that her solution has
arrived at last, she tries them on. A familiar
pain shoots through the bottom of her foot
solved through better marketing. Building
an ad complain that gets her to come back
and try you again rather than striking out
to find her own solution. You’re getting
closer, you have part of it, at least. The
last lot of you might be asking yourself,
"How do I help this type of patient?" The
answer is simple. Ask yourself how well
"We are focused
on addressing
the foot problem
instead of
addressing the
patient."
as soon as she begins to walk. Saddened
by the result of her latest attempt to find
the magic shoes that allow her hours of
comfort, she kicks them off, walks over to
the door, slips on her "broken in" maryjanes
and leaves.
Now, you could go a few different ways with
this story. One way might be to think that
there's nothing you can do. After all, she
didn’t come to you for a solution, she became
one of those dreaded online shoppers.
Another might be to think that this could be
you really know your patients or customers.
The people they are, not just the feet they
bring. To do this, you will need to get into
your patient's world and see yourself as
they do. What does that mean? I'll assert
most people come from their judgements
and assessments rather than coming from
how the patient or customer lives. We, as
pedorthists, have the necessary training
and tools to size or modify virtually any
shoe for almost any foot type. I'm going
to make my second radical statement:
why not think outside the box and create
Current Pedorthics September/October 2017
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