Hiring a marketing consultant for your practice

Neil Baum, MD

Marketing your healthcare practice can sometimes feel like uncharted territory, especially if it’s not your area of expertise. You might be thinking, "I need a marketing or public relations firm," but also wonder if you can manage this aspect of your practice yourself. While managing public relations might be something you’re comfortable with, outsourcing the legwork to a professional marketing consultant can free up valuable time to focus on what matters most: your patients.

In this article, we’ll explore why hiring a marketing consultant for your practice can be beneficial and provide practical steps for finding and vetting the right candidate or agency.

Steps for hiring a marketing consultant for your health care practice

1. Define your needs and goals
Before you begin your search, take time to clearly identify your practice's marketing needs and objectives. Consider which areas require assistance—digital marketing, social media management, branding, patient acquisition, or content creation. The clearer your goals, the easier it will be to find a consultant with the right expertise.

2. Use online platforms
Several online platforms can help connect you with marketing professionals. Websites like Upwork, Freelancer, and Fiverr allow you to search for consultants with specific healthcare industry experience. You can review profiles, ratings, and past projects to assess potential candidates.

3. Check industry associations
Look for consultants who are members of reputable healthcare marketing associations. These professionals typically have specialized knowledge of the healthcare industry and stay informed on the latest trends and regulations in healthcare marketing.

4. Research marketing agencies
Many agencies specialize in healthcare marketing. These agencies often have teams of professionals with diverse skills in areas such as digital marketing, content creation, and patient outreach. Research agencies with a proven track record in healthcare, as they will understand the nuances and compliance issues specific to your field.

5. Review portfolios and testimonials
Once you’ve identified potential candidates or agencies, review their portfolios and client testimonials. Look for evidence of success in similar healthcare practices. Testimonials can give insight into the agency's ability to meet client expectations and deliver measurable results.

6. Schedule interviews
Narrow down your list and schedule interviews with potential consultants or agencies. This gives you a chance to discuss your specific needs, learn about their experience, and understand their approach to healthcare marketing. Pay attention to how well they listen to your needs and tailor their responses to your goals.

7. Ask for referrals
Referrals from colleagues or other healthcare professionals who have worked with marketing consultants can be invaluable. A recommendation from a trusted source can help you identify reliable, effective marketing professionals who are experienced in the healthcare space.

8. Check references
Don’t hesitate to ask for references from previous clients. Reach out to these references to learn about their experiences working with the consultant or agency. Ask questions such as:

• How responsive are they to calls and emails?
• Did they meet deadlines and deliver on promises?
• What kind of results did they achieve?
  Speaking directly with former clients provides valuable insights into the agency’s effectiveness, professionalism, and work ethic.

Key considerations when hiring a marketing consultant

1. Experience in health care marketing
Marketing for healthcare practices comes with unique challenges. Ensure the consultant or agency you choose has a deep understanding of the healthcare industry, including compliance regulations (like HIPAA), patient privacy, and the sensitivities involved in marketing healthcare services.

2. Budget considerations
Before hiring, be clear about your budget for marketing services. Discuss fees upfront and ensure the consultant or agency’s rates align with what you’re prepared to invest. While quality marketing is an investment, it should remain within your practice’s financial capacity.

3. Contracts and terms
Thoroughly review any contracts before signing. Pay attention to the scope of work, timelines, deliverables, and termination clauses. Ensure there’s flexibility to terminate the agreement with minimal penalties, ideally within 30 days, should the partnership not meet your expectations.

4. Compliance and ethical marketing practices
Given the sensitive nature of healthcare marketing, ensure that the consultant or agency follows strict ethical guidelines and understands the relevant compliance standards. This includes ensuring that all marketing practices protect patient privacy and avoid making false claims or guarantees.

5. Expertise in digital marketing
In today's digital world, having a strong online presence is essential. Look for a consultant or agency that excels in digital marketing strategies such as search engine optimization (SEO), social media marketing, online advertising, and content creation. These are crucial tools for patient engagement and practice growth.

6. Content creation capabilities
Content is a cornerstone of effective healthcare marketing. Make sure the consultant or agency is skilled in creating informative, engaging, and compliant content for your website, blog, and social media platforms. Quality content builds trust and helps educate potential patients.

7. Understanding your target audience
A good healthcare marketing agency will have a keen understanding of your target audience, whether it’s prospective patients, referring physicians, or other healthcare professionals. They should be able to create marketing strategies that speak directly to the needs and concerns of these groups.

8. A strategic approach
Choose an agency that takes a comprehensive, strategic approach to marketing. A successful marketing plan should be tailored to your practice's goals, with clear, measurable objectives and a roadmap for achieving them.

9. Measurable results
Finally, inquire about how the consultant or agency tracks and measures the success of marketing campaigns. Marketing efforts should be data-driven, with regular reports on metrics like patient acquisition rates, website traffic, and social media engagement.

Conclusion

Marketing plays a critical role in the growth and success of any healthcare practice. By following the steps outlined above, you can identify and hire a marketing consultant or agency that is a good fit for your practice’s unique needs. The right consultant will help you navigate the complexities of healthcare marketing, improve your visibility, and ultimately, contribute to your practice’s bottom line.

Investing in professional marketing support is an investment in the future success of your practice. Be sure to take the time to choose the right partner—one that understands the healthcare landscape and can deliver measurable, effective results.

Neil Baum, MD, a Professor of Clinical Urology at Tulane University in New Orleans, LA. Dr. Baum is the author of several books, including the best-selling book, Marketing Your Medical Practice-Ethically, Effectively, and Economically, which has sold over 225,000 copies and has been translated into Spanish.