Current Pedorthics September-October 2017 - Vol.49, Issue 5 - Page 21

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 19