This blog is for you if you are new to building your healthcare business consultancy and trying to improve your sales and marketing efforts.
A challenge that many of us face when building our consultancies is where to focus our time when it comes to marketing and business development.
It can be tempting to spend too much time on social media without a clear strategy, spending hours on X or LinkedIn for minimal returns.
You may also be overlooking activities that generate results because you aren’t tracking the ROI accurately. Speaking engagements and networking events often have higher conversion rates than social media, but their impact is harder to measure.
You may be failing to invest in certain areas because the time to see your ROI is a long-term development, versus giving you the opportunity now. Activities like writing white papers and building a strong LinkedIn presence or podcast audience take time to yield results, but can become valuable lead generators.
This blog will help guide you to:
1️⃣ Evaluate your current marketing activities
2️⃣ Identify which efforts are worth your time
3️⃣ Create a focused 90-day marketing plan
3️⃣ Track and measure your results
Step 1: Map your current activity
1️⃣ When thinking out how you market your services, which may include;
- Using social media
- Networking
- Creating resources
- Building an email list
- Speaking
ETC…..
2️⃣ How do you pay for these opportunities (in time and with money)
3️⃣ How much effort you currently invest
4️⃣ Whether you enjoy the activity
5️⃣ The potential for conversion to sales
6️⃣ Whether you’re building or borrowing an audience
7️⃣ The scale of impact you can achieve
8️⃣ How frequently do you perform these activities
Do this activity to analyse your current situation. Create a spreadsheet like the one below or capture your analysis in your notebook.
Identify What’s Working
➡️ Which activities generated actual client inquiries?
➡️ Where did your best clients come from?
➡️ What feels sustainable and enjoyable?
➡️ Which activities align with your expertise?
Review what’s Not Working? ( And do not lie to yourself!)
Review underperforming activities and ask why:
1️⃣ Are you inconsistent with delivery?
2️⃣ Are you dedicating enough time?
3️⃣ Are you clear on your audience?
4️⃣ Does the format play to your strengths?
5️⃣ Is your messaging clear?
6️⃣ Are you spreading yourself too thin?
7️⃣ Is the platform where your clients are?
Step 2: Choose Two Focus Areas to focus on over the next 90 days
Now….. select just two areas to enhance. For example, you may want to focus on speaking & content
1️⃣ In-person speaking engagements
✅ Goal: 4 speaking engagements in the next 6 months
Action steps:
➡️ Research relevant health-related conferences
➡️ Prepare one signature talk
➡️ Contact 5 event organisers per month
➡️ Contact 5 industry friends/ acquaintances per month
➡️ Share weekly on social channels that you are available for speaking opportunities
➡️ Create a proposal template
➡️ Build a speaking page on your website
➡️ Attend two conferences a month to network
2️⃣ Increase blog reach
✅ Goal: 500 monthly readers in 90 days
Action steps:
➡️ Create a 90-day content calendar
➡️ Write four posts per month
➡️ Share on LinkedIn weekly and other relevant social media platforms
➡️ Ask your audience to share your blog
➡️ Contact 5 complementary platforms a month and offer to write a blog for them
➡️ Set up an email newsletter and create 1 new lead magnet (aka free resource) a month
Remember, choose focus areas based on:
💡 Available time and money
💡 Activities you’ll genuinely enjoy
💡 Target audience alignment
💡 Preferred working style
💡 Skills and consistency requirements
Step 3: Track & Reassess
✅ Monitor metrics for 90 days ( What do you need to stop, start and continue doing)
✅ Document all client inquiries and sources
✅ Review progress monthly
Only add new activities after 90-day review
It can be really tempting to give up too soon or fail to appreciate the level of effort required to build a sustainable business. It takes time and effort. It requires you to do things that aren’t 100% enjoyable all the time, but this doesn’t mean we shouldn’t do them. However, if you hate certain aspects but they generate results, could you delegate them?
Also, remember to play to your strengths.
Let me know how you get on.
