As Endeavor Health is a management consulting firm, the title of this blog post may not appear too shocking, but let’s be fair and start off with why not to hire a consultant.
Consultants aren’t magicians. You shouldn’t seek a consultant if your product or service doesn’t make sense. You shouldn't expect a consultant to swoop in and secure more patients if you don’t have a methodology that allows you to stand out. And finally, don’t hire a consultant so you can abdicate the all-important role of marketing to an “expert.”
A truly great consultant won’t accept your money unless they believe they can actually help you and, no matter what you believe your burning need is, a competent consultant should always evaluate the client before considering engaging in the relationship.
Here are just a few areas that should be considered by a prospective consultant:
You need a real strategy
A great consultant will demand that you spend time building a firm foundation based on strategy before proposing a series of tactics aimed at lifting patient numbers. Until you’ve found fa way to change the context of how your ideal patient views your practice, in effect rendering the competition irrelevant, you’ll find that your marketing efforts will never build momentum.
You need fewer objectives
A great consultant will help you determine your highest payoff work and your most pressing objectives based on where you want to be in a year, in three years, in five years – not next week. And, a great consultant will make sure that the number of priority objectives at any given time stays very, very small.
You have resource gaps
Sometimes in the “do it all yourself” world of a single provider practice it’s difficult to spot the areas that require outside help. You may be able to set up your newsletter, add plugins to WordPress and clumsily create header graphics for your social media profiles, but is this work actually robbing you from focus on higher payoff work.
Sure, some of these things may need to be attended to, but a great consultant will help you stop doing the things that are better handled by others. In fact, they might just help you once again take control of your practice.
You need to fix your conversion
This may be our favorite!? Too many medical and dental practice owners, and sadly some “consultants”, focus on traffic and likes when the highest priority should be conversion. When you can figure out how to get prospective patients to your website and those prospects then respond to your presentation by making appointments you can build a significant and successful practice!
Once you have conversion trending upwards you can then buy traffic confident in the fact that you can bank on conversions.
You can’t stay focused
One of the dirty little secrets of consulting is that a significant part of you simply needs someone to hold you accountable – someone to help you document your goals and objectives and then whack you with some sort of a stick when you wander off into new ideas and social networks, because staying focused seems way too boring.
A part of this is accomplished through constant review(s) and monitoring and hard appointments, but the greatest gains are achieved when your focus starts to produce results! A great consultant will demand metrics tied to objectives and help you process and understand to overarching value you’ll derive by hitting your goals.
Okay, now you can go and check email and play around on Facebook for a bit, but tomorrow it’s back to rocking practice goals! #weshouldtalk.