I do believe a critical factor is getting training in sports medicine for the provider, not finding ways to market to attract patients. The article mentions staff training, but not for the practitioner. The perpetuation of "biomechanics" being orthoses fabrication is undervaluing the training needed to be a true sports medicine expert. Residency does not prepare most graduates to treat high school, let alone professional athletes, and there are few sports medicine fellowships for podiatrists.
In podiatry, there is little education on post-operative return to sport protocols, rehabilitation techniques and shockwave. There is a CAQ in sports medicine through the ABPM, but a very few DPMs have actually taken the test; most are grandfathered in, including myself (which I did not agree with, btw). Furthermore, in reality, most sports medicine podiatrists do not do surgery on athletes, as many (but admittedly not all) are not certified by at least the ABFAS in foot surgery, let alone rearfoot/ankle. I want to emphasize, this does not mean these podiatrists cannot help sports medicine patients in many cases. Hopefully they are able to refer surgical patients to someone who is versed in sports medicine.
In orthopedics, sports medicine fellowship surgery includes a significant if not a majority of their practice. Then most take a CAQ in sports medicine via their academy AOSSM (of which I was a test question writer for the past three years). These individuals often strive to become team physicians. Podiatrists usually only achieve this level based on connections, not on training and merit. The US Olympic Committee and USA Track & Field specifically excluded DPMs from being on the medical staff. (UK & Oceania medical teams include them.)
Training and passion to keep learning will always shine above marketing techniques. This will allow DPMs to have a successful sports medicine podiatry niche long term. Patients will recognize this and seek out those individuals.
—Amol Saxena, DPM, MPH