A recent Canonbury customer survey highlighted a common theme - many podiatrists want to improve their ability to retail to patients but are unsure where to start. The good news? You’re already halfway there. As a trusted healthcare professional, your recommendations carry weight. With a few small changes, you can turn everyday patient interactions into opportunities to improve treatment outcomes and grow your business.

Patients can’t buy what they can’t see. Position a small display area near your reception desk or waiting area featuring a curated selection of creams, powders, orthotics, and post-treatment essentials. Group products by condition (e.g. ‘For Dry Skin’ or ‘For Heel Pain Relief’) and use simple signage to highlight benefits. Including a few words on what the product does and why it’s
helpful will help your front-of-house team save time and prompts conversations naturally.

Pro tip: Use shelving at eye level and keep the display clean and uncluttered. Swap items seasonally - think antifungal sprays in summer
and warming creams in winter.

Use treatment time to educate. When explaining a condition or performing a procedure, take a moment to mention the recommended at-home care.

Train your team to confidently talk about product benefits, not to ‘sell’, but to reinforce clinical advice and offer convenience. Patients will appreciate being able to buy trusted products then and there, without having to shop around.

Why not offer a ‘Product of the Month’? Highlighting a different item each month and offering a small discount, loyalty points, or a treatment-linked recommendations gives patients a reason to return, especially if they’re not due for a check-up soon. In today’s digital age, retail doesn’t stop at the clinic door. Your website, email list, and social media channels are valuable tools to support patients between visits and gently promote ongoing care.

If you already have a website, consider adding a basic online shop, or a simple page listing the products you sell in clinic. Include product names, descriptions, and why they’re useful. A direct link to purchase isn’t essential, just seeing what’s available can prompt patients to buy during their next visit or call ahead to reserve an item. Start small: Focus on the top five products you most frequently recommend - creams, heel balms, insoles, sprays, and foot files are often a good place to begin.

A monthly email is an excellent way to stay top of mind. Encourage patients to sign up by:

• Offering a welcome discount on their first retail purchase
• Highlighting seasonal footcare tips
• Letting them know when you have new stock or limited-edition items
• Sharing advice on at-home care and reminding them to restock essentials

Make the tone warm and helpful, just like your clinic environment, and avoid hard selling - focussing on value, advice, and timely reminders. Make sign-up easy by using a QR code on your reception desk or forms patients fill in, and team members can encourage sign up when customers are booking their next appointment.

Social media is one of the simplest, most cost-effective ways to reach both existing and potential patients. Use it to share bite-sized advice, highlight products, and build trust.

Ideas to try:

• Product of the Week’ posts with quick reels or photos from the clinic
• Tips on managing common foot issues, such as heel pain or fungal infections, with subtle product mentions
• Behind-the-scenes content showing how you choose products for the clinic
• Patient FAQs in story format, e.g. “Can I use moisturiser if I have athlete’s foot?”

Top tip: Use testimonials or product reviews from real patients - with their permission, of course - as social proof.

Retail doesn’t have to feel like sales. When done well, it’s simply an extension of your care - providing trusted, clinically recommended products that support recovery and prevention. Start small, stay consistent, and track what your patients respond to.

And remember, Canonbury is here to support you every step of the way, with trusted products, merchandising support, and digital content to help promote your clinic.

For tailored support or product recommendations for your practice, get in touch with your Canonbury Business Development Manager today.