Whether you’re driving to the office, catching your breath between patients, or hiding from your inbox, Podiatry Unfiltered will challenge you, push you, inspire you, and remind you that you’re not alone.
Patients don't want to pay a $40 copay but will pay $225 in your office for an experience
Why Medical Pedicures & Cash-Pay Foot Care Are the Future of Podiatry
Dr. Michele McGowan describes a new patient who complained about a $40 copay for a minor toenail fungus visit but readily paid $75 for an OTC topical and $150 for an in-office medical pedicure, then scheduled recurring visits—illustrating that patients will pay out of pocket for services they value (beauty, convenience, and experience) even while resisting perceived “covered” costs. She argues podiatry is missing major opportunity by focusing only on insurance-based care, comparing the model to dermatology’s mix of medical and cosmetic services. She explains integrating a licensed nail technician for waterless medical pedicures, appropriate use of Class IV laser for nail fungus (including a $2,500 year-long program), and emphasizes infection control, proper staffing, licensing, and separating luxury services from medical visits. She closes by offering podiatrists free “Fungi Clear” product via DM and invites collaboration and referrals with nail technicians. 00:00 The $40 Copay Patient 01:46 Discovering the Medical Pedicure 04:30 What Patients Really Value 06:47 Selling & Business Mindset 08:09 Second Patient: Severe Nail Fungus 11:13 The Professional Nail Technician 12:27 Revenue & Business Model 13:32 Stop Thinking Small 14:45 Practical & Legal Considerations 19:23 Final Thoughts
5 Oct 2026
What Nail Techs Taught Me About Podiatry, Business, and Ego
What Nail Techs Taught Me About Podiatry, Business, and Ego | Podiatry Unfiltered Dr. Michele McGowan reflects on what she’s learned since opening a medical pedicure spa in her podiatry practice in June, emphasizing that independent nail technicians have taught her valuable lessons about nails, skin products, cracked heel care, waterless pedicures, and creating high-value client experiences. She argues that physician ego and titles can block learning and that podiatrists often lack the consumer-value and marketing mindset seen in nail techs who successfully charge $150–$200+ for pedicures. McGowan highlights the referral potential and mutual benefits of respectful collaboration: podiatrists can teach safety, scope, and red flags, while nail techs can share cosmetic techniques and service models. She challenges podiatrists to seek out high-level independent nail techs, build trust-based relationships, and stay curious to better serve patients. 00:00 Nail Techs Surprise Me 01:39 Ego And Titles 03:08 Building The MediPedi Spa 04:29 Learning Waterless Pedicures 07:58 Respecting Different Expertise 09:35 The $200 Pedicure Lesson 11:16 Referral Trust Network 13:40 Two Way Collaboration Rules 15:39 Finding The Right Nail Tech 19:30 Stay Curious Closing
18 Sept 2026
Get Comfortable With Cringe
Get Comfortable Being “Cringe”: AI Videos, Direct Primary Care, and Talking Cash Prices in Podiatry
Michele McGowan discusses why “cringe” often signals an uncomfortable but necessary skill, linking her experience using AI avatars and posting high-volume content across platforms with the need for physicians to talk openly about pricing and cash-pay options. She shares why she chose a direct primary care doctor despite paying $2,900/month for family insurance, valuing an hour-long visit, access, and participatory decision-making. After her brother questioned her AI videos, she realized visibility creates opportunities, including LinkedIn outreach from companies and potential podcast sponsors. McGowan argues patients pay for time, expertise, and choices, and that presenting appropriate options early is preparation, not sales. She describes seeing fewer patients while making more income by discussing value-based treatments ethically and consistently, emphasizing education, transparency, and patient choice.
00:00 Getting Comfortable With Cringe
00:33 Less Volume More Income
02:10 Why Pay Direct Primary Care
03:42 Time Access And Value
05:23 AI Avatars And Posting More
07:12 Cross Posting Past The Fear
08:37 Visibility Creates Opportunities
12:34 Purpose Behind The Content
13:50 Talking Money Without Selling
14:28 Present Options Early
17:33 Real Practice Revenue Example
20:35 Cringe Is Where Growth Happens
21:22 Ethics And Final Challenge
22:26 Closing And Share This
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