• Doctors CFO

What Are the Roles of an External Marketing Consultant?

Updated: Oct 25, 2019

Recently we wrapped up our blog series "What Are the Top Priorities of a Practice Owner?"In order of importance, they were "Protect the Business", "Build a Winning Team", "Market Your Story", "Lead the Direction of Patient Care", "Stay Relevant", and "Lead Managerial and Financial Reviews". Our last poll question was "How Often are you Meeting with your CFO?" Fifty percent of our participants said "Monthly". Twenty-five percent said "Annually", and the remaining 25% said "Never".

This week, our focus is the role of an External Marketing Consultant. If you plan to keep your schedule at capacity or even expand your business, you may need the help of a Marketing Advisor. While attracting new high paying patients is important, they also aim to increase existing patient loyalty. Internal marketing efforts such as posting on social media, reactivation projects, and a good referral system are most cost effective. External marketing would include any ads that you run on the radio, TV, yellow pages, or any mailers that are sent out. In some locations, these marketing channels are worth the money spent, but most of the time they are not as efficient as internal marketing efforts.

External Marketing Consultant Duties:

Complete Internal Marketing.

  • Reactivation Projects

  • Social Media Presence

  • Referral Program

  • Doctor to Doctor Relationships

  • Patient to Doctor Relationships

Complete External Marketing.

  • Advertisement through radio and TV commercials

  • Yellow pages and print media

  • Website design or re-design with search engine optimization (SEO)

Track and Analyze Marketing Strategies.

  • Analyze consumer behavior

  • Identify target market

  • Perform a competitive analysis

Perform Monthly Audits/Meetings.

  • Identify processes that are working to help achieve business goals

  • Based on monthly results, revise the marketing plan

  • Include owner and office manager

Train Office Staff.

  • Referral solicitation on referrals and online reviews

  • Patient engagement

Stay Current About Marketing Trends.

  • Instant gratification for consumers

  • Understand the competitive landscape

Marketing must be done consistently to retain the patients that you have, as well as to replace patients that you have lost. We have talked about marketing in the past. We believe the owner should provide their unique story for marketing in order to stand out from the competition. We also consider the office manager to be the leader of the marketing effort however, many times the office staff does not have the time or expertise to execute all of the marketing tasks required to keep the schedule full or expand the business. In this case, it is critical to hire an external marketing consultant to complete the marketing labor.

At Doctors CFO, our approach to building your practice portfolio is fundamentally different from others. Instead of a generic, wide-net, catch all marketing approach, we carefully guide you through the marketing phases until your schedule is full with your "ideal patient". Because attracting your "ideal patient" is difficult, your dedicated Marketing Director, will work with you, your office manager and staff to implement upgrades to the patient experience as well as continue to refine where to find your "ideal patient" and how to speak to them.

To participate in this week's poll "Is Your Practice Present on Instragram?", please subscribe or visit our Instagram or Facebook Page.

We hope you are enjoying these articles and are passing them along to other practice owners and office managers. If you have a question that you would like answers to in a blog post, please email it to info@drcfo.com. If you have not signed up for our blog, please do, so you can continue to receive these important insights and participate in our weekly polls.

Doctors CFO has a KPI tool to help you track your KPIs. You might also be interested in our New Patient Tracking Solution and a Salary Planning Solution, to see these and other products please go to please go to https://www.drcfo.com/shop.

Developing a management report is not easy and Doctors CFO currently has a robust model for most practice types that is customized for our monthly and bi-monthly clients. If you have questions on how this model applies to your practice or you are interested in applying the Doctors CFO model in your practice, via one of our annual, bi-monthly or monthly assessments, please reach out to us as info@drcfo.com. Doctors CFO provides financial analysis and valuations for doctors and dentists in the United States. We also offer programs for new patient marketing, revenue and collection management, medical practice consultant, dental consultant, and practice analysis.

(c) 2018 Doctors CFO, All Rights Reserved

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