General, Marketing with Mansfield

No Marketing Department? So What!

Any worthwhile marketing plan uses different tools and strategies to achieve its desired outcomes. Advertising, direct mail, email newsletters, education-based marketing, webisodes, tweets, tv commercials, facebook ads, etc., are all used in an attempt to reach the target markets.

But some of them can cost money, sometimes lots and lots of money.  If you don’t have a marketing department or a marketing budget, not to worry. You just need a marketing plan. That plan should include press releases. While the marketing landscape has changed enormously in the recent past, one thing never changes and that is the need for content.

All of the channels – not just your “typical” old-school channels like an actual television channel or radio channel – but ALL the channels need content. So, put your thinking cap on and start brain storming about how you can make someone else’s job easier. Someone whose job is to create content.

Say that you’re the owner of an orthotic & prosthetic patient care facility. Say that you have an adorable puppy or an endangered bird or a miniature horse that required some type of prosthetic or orthotic device. You could post the story on your business facebook page, of course. You could show the before and after photos on your instagram account. You could tweet about it. You could send out updates in your email newsletter. BUT, you could also send a press release with photos to… your college alumni magazine or your hometown newspaper or the humane society where the dog was adopted from or the marketing department of the zoo or… there are so many “content-craving” channels out there that need to be fed. Don’t ignore them just because it’s so very easy to feed your own channels.

People expect that you’re going to be marketing to them, targeting them, utilizing your own content channels – like facebook or instagram – but by sharing your content with others you can boost your credibility. Sure, the zoo magazine or your alumni publication might have a slightly different focus or angle to the story but so what? We all can use help getting (and keeping) the word out there. Don’t be afraid to spend a little more time and effort making someone else’s job easier – you’ll be pleasantly surprised at the results!



2018 VOPA Passbook Winner

VOPA 2018 - Heather Morgan and Elizabeth Mansfield
Elizabeth Mansfield and Heather Morgan, CPO


Congratulations to Heather Morgan, CPO for winning the Passbook drawing at the Virginia Orthotic Prosthetic Association meeting last week.

Heather is is the Lead Cranial Clinician for Restore OPC, and was pretty excited about being the lucky winner.

“It’s my birthday this week, so it makes winning a little more fun.”  Heather said.  “I liked meeting and talking to all the vendors.  It was a really fun meeting!”

To quote our good friend Erin from Fillauer, “there’ ain’t no party like a Passbook party!”

The VOPA 2018 meeting was held in Reston, VA.  It was VOPA’s largest meeting, drawing attendees from Washington DC, Virginia, Maryland, West Virginia, North Carolina, South Carolina  and as far away as the American Virgin Islands.  There were 18 first-time attendees.


VOPA 2018 Meeting

hyatt reston
Hyatt – Reston, Virginia

The Virginia Orthotic & Prosthetic Association annual meeting starts 8am, Thursday, October 18, 2018 at the Hyatt Regency in Reston, VA.  There will be seminars in orthotics, prosthetics and pedorthics.  Continuing education credits will be awarded by the ABC and BOC – 1 credit per hour of instruction.  The meeting ends on Saturday, October 20th at 3pm.

There are close to 40 vendors exhibiting and the ABC is a platinum sponsor.

VOPA 2018 Meeting Information


Patient Education Literature

Brochure Cover

Below Knee Prosthetics: Preparing Your Residual Limb for Prosthetic Use (CEC Demo BK Px) is a 16-page, patient-education brochure that can be customized with your brand.

The front and back cover will feature your logo and contact information.  The 3rd page is reserved for your story.  It will be about who you are and what you do.   Tell everyone what sets you apart and why your brand is important.  Your educational material is part of your message – your branding.  Make sure it’s an accurate representation of your reputation.

Our content is written for patients.  The brochure clearly explains the prosthetic process from the beginning.  There is a glossary and section of frequently asked questions.  The questions can be changed to meet your preferences and the content can be revised to reflect the way you practice.  The prosthetic process the patients learn about will be yours.

There are two versions of the brochure available: Clinical and Athletic.  The text in both versions is the same, the layouts are different.  The Athletic version features images of an active patient population.  The Clinical version is designed around the prosthetic process with images of casting, measuring, and gait analysis.

Need an order form?   BK Literature Order Form




2018 SCSOP Golf Outing Winners

SCSOP 2018 - Golf Outing - Winners
Bret Hanks, Dan Hickey, Andy Schmitz, Chad Feinberg, and Kelvin Jones

Kelvin Jones and the entire board of the South Carolina Society of Orthotics and Prosthetics would like to congratulate the winners of the 2018 golf outing.

“A 57 is no joke,” said Kelvin Jones, president of the SCSOP.  “This is the first year in about a decade the outing has been someplace other than the Ballantyne, and the golfers certainly rose to the occasion.”

The North Carolina / South Carolina meeting hosts the premier golf event in the O&P profession.  There are many outings hosted by state associations and manufacturers, but every serious golfer knows that NC/SC is where legends are made.  This year was no exception.

The Preserve at Verdae surrounds the Embassy Suites Golf Resort and Conference Center in Greenville, SC.   This 18 hole, par 72 championship course is challenging.  Most of the tee shots on the back nine are blind and all of the greens are undulating and fast.  The fairways are carved into a Carolina forest and the rough between the short grass and the trees is brutal.

Dan Hickey from Bulldog Tools ate up the Preserve like Carolina Barbecue.

“Dan was like Happy Gilmore out there,” said Andy Schmitz, team captain, from the OPGA.  “We couldn’t have done it without him.  Dan’s swing is pure and ice water runs through his veins.”

“I was just feeling it.”  Hickey commented.  “The head on Chad’s driver broke so I had to step up.  We all did.  I’m glad I could contribute and help the team bring home the trophies.”

Chad Feinberg from Nymbl Systems, and Bret Hanks from the OPGA complimented Hickey’s golfing prowess with solid, consistent play.  Captain Schmitz gave them a ton of credit.  “Everyone played well.  Chad and Bret should consider going on the PGA tour – really solid.  Grace under pressure.  We would have made sports center if it wasn’t for playoff baseball and Thursday night football.”

The meeting location for 2019 is undecided but the rumors are all pointing at the Ballantyne.  Think you can beat a 57?  See you next year.


2018 TSOP Annual Meeting


Thursday, October 11-Saturday, October 13, 2018

The 2018 Tennessee Society of Orthotics and Prosthetics is meeting this week in Memphis.  The conference will be held at the Marriott Memphis East, rooms are $144 per night.   The meeting agenda is impressive and covers a wide range of topics – 17 continuing education credits are available.

The TSOP Board would like to say thank you to the 27 vendors who have already signed up to support our meeting.  We look forward to seeing everyone in Memphis.

2018 TSOP Annual Meeting and Scientific Sessions Registration Information


2018 MWCAAOP Gunter Gehl Scholarship Winner – Kate Binder

Kate Binder, MSPO, and Michael Cavanaugh, CPO, MWCAAOP Chapter President

At the recent 2018 MWCAAOP Meeting, the following presentations were made by residents as part of the Gunter Gehl Scholarship competition.

  • Measuring functional variables of K2 unilateral transtibial amputees utilizing K3 prosthetic feet: a pilot study, Brittany Moores, MSPO
  • Characteristics of Delphi Processes in Orthotics and Prosthetics Research, Kierra Falbo, MSPO
  • Creating a Mobile Application to Assist Transtibial Amputees with Prosthetic Sock Management in Silicone Suction Suspension (3S) Socket Systems, Kate Binder, MSPO

The membership and board of directors of the Midwest Chapter of AAOP are delighted to announce that Kate Binder, MSPO, was the winner of the competition and received a $1,000.00 check. Congratulations Kate!