For many O&P, podiatry and rehabilitation clinics, custom orthotics are clinically valuable but commercially difficult to explain. Patients may arrive with heel pain, flat feet, knee pain, arch pain or recurring sports injuries, but they are also comparing the clinic’s recommendation with cheaper retail inserts, pharmacy insoles or online alternatives.
A recent KevinRoot Medical forum post by Dr. Jim McDannald argues that patients usually need three things before they are ready to invest in custom orthotics: proximity, proof and specificity. The article frames custom orthotics as a considered purchase rather than an impulse decision, meaning patients need to find the clinic, trust the provider and understand why custom treatment is different from an off-the-shelf product. KevinRoot Medical
For clinics across the Middle East, India and Africa, this is a particularly important message. In many markets, patients are paying out of pocket, reimbursement is limited, and awareness of custom orthotic care varies widely. The clinical argument alone may not be enough. Clinics must also communicate value in a way that patients can understand before they make a financial decision.
The first barrier is visibility. If a patient searches for “custom orthotics near me,” “heel pain doctor,” “flat foot treatment,” or “plantar fasciitis clinic,” the clinics that appear in local search results have a major advantage. KevinRoot Medical’s article makes the point directly: if a practice does not appear when patients search in their area, it effectively does not exist to them.
This matters for IMEA clinics because many patients begin with symptoms, not technical terminology. They may not search for “custom foot orthoses” or “biomechanical assessment.” They may search for “heel pain,” “pain when walking,” “arch support,” “diabetic foot shoes,” “knee pain from flat feet,” or “child flat feet treatment.”
Clinics should therefore treat their online presence as part of the patient pathway. A strong Google Business Profile, clear service descriptions, updated clinic photos, patient-friendly condition pages and regular posts about common problems can help patients connect their pain with the clinic’s solution.
The key is not simply to say “we provide orthotics.” The clinic should explain what problems orthotics can help manage, who assesses the patient, what technology is used, and what happens during the appointment.
Once patients find a clinic, they usually look for reassurance. Reviews, testimonials and case examples help them decide whether the clinic understands their problem. KevinRoot Medical’s article notes that patients are not only looking for a high star rating; they are looking for reviews from people with similar conditions and similar goals. A runner with arch pain wants to see another runner return to activity. A patient with plantar fasciitis wants to see that someone with heel pain improved after treatment.
This is especially relevant for custom orthotics because patients may be uncertain about the cost. A generic five-star review saying “great clinic” is helpful, but it may not answer the patient’s real question: will this treatment help someone like me?
For O&P and podiatry clinics, the most useful proof is specific. Examples include:
Clinics should not script patient reviews, but they can ethically encourage patients to mention the condition they were treated for and the change they experienced. This helps future patients understand the relevance of the service.
The third factor may be the most important. Many patients have already seen low-cost insoles in pharmacies, sports shops or online marketplaces. Some may have tried them. Others may ask why a custom orthotic costs more when a retail insert appears to offer a similar promise.
KevinRoot Medical’s article argues that clinics need to explain the difference clearly. Patients should be able to see why a clinical assessment, scan, cast, prescription and device design are different from buying a generic insert off the shelf. The original article highlights the value of showing the process, including scanning, custom modifications and side-by-side comparisons between custom devices and retail alternatives.
For IMEA clinics, this is a major opportunity. Many clinics already have clinical skill, digital scanning, pressure assessment or CAD/CAM workflows, but the patient may never see or understand the value of that process. If the clinic does not explain it, the patient may only compare price.
A strong patient explanation should answer these questions:
When patients understand that custom orthotics are not simply “more expensive insoles,” they are more likely to view them as a clinical intervention.
Across IMEA, custom orthotics sit at the intersection of clinical care, patient education and private healthcare decision-making. Patients may need orthotics for plantar fasciitis, flatfoot, diabetic foot risk, paediatric gait concerns, sports injuries, occupational pain, knee alignment issues or post-surgical support. But in many settings, the decision to proceed depends on whether the patient understands the value.
That creates a practical challenge for clinics. The clinician may be thinking about biomechanics, load distribution, tissue stress, pressure management or long-term injury prevention. The patient may be thinking: “Will this help me walk without pain, and is it worth the money?”
Successful clinics bridge that gap. They use simple language, visual demonstrations, patient examples and clear follow-up pathways. They show the patient the scan, pressure image, cast, design or material choice. They explain why the orthotic is being prescribed and how it fits into the wider treatment plan.
Clinics that want to improve custom orthotic uptake can start with three practical steps.
First, update local search visibility. Make sure the clinic’s Google Business Profile includes services such as custom orthotics, foot orthoses, biomechanical assessment, plantar fasciitis care, flatfoot management and diabetic foot support where appropriate. Add real photos of the assessment area, scanning setup, orthotic samples and clinical team.
Second, build condition-specific proof. Ask satisfied orthotic patients to leave reviews that mention their condition and the outcome in their own words. Over time, this creates a library of patient stories that helps future patients recognise themselves.
Third, create one simple explanation of why custom orthotics are different. This could be a short clinic video, a website section, a social media post, a waiting room poster or a side-by-side comparison between a custom device and a retail insert. The goal is to make the value visible before the patient has to decide.
Custom orthotic care is not just about the device. It is about assessment, prescription, design, fitting, education and follow-up. When clinics communicate that clearly, patients are more likely to understand the investment and commit to the treatment plan.
For O&P and podiatry services across IMEA, the lesson is clear: patients need to find you, trust you and understand you. Proximity creates awareness. Proof creates confidence. Specificity creates value. When all three are present, custom orthotics become easier for patients to understand, justify and accept.