Hiring A Non-Product Based Dental Marketing Consultant
Why would anyone hire a dental marketing consultant? I could think of 20 other, 50, no 100 things I would spend my money on before that. What could they tell me that I don’t already know or haven't read or tried?
Actually, that is a very good question. I learned my most basic consulting concepts from my father. He said the client usually knows what needs to be done. They... have the answers. The best you will ever do is be a guide to finding those answers and developing a cohesive solution.
See most dentists have tried everything or feel like they have. Or they have scoured the Internet and talked to colleagues and already have many of the basic ideas I will present as solutions.
So what can I do that can make things better? My father, who worked as an engineering consultant that solved problems for various automobile manufacturers, said the solution is found by interviewing those directly involved in the production of the product.
They have the answers. Even though they are struggling to solve the problem. This struggle often splinters the solution into smaller pieces that are harder to decipher. My father gathered these pieces together and showed them their--their solution, which is what I do.
What can happen, which occurs in many dental practices, is that the solutions were employed at some point... but not fully... and/or... within a whirlwind of other problem solving so things got missed.
Add to that all your time spent with continuing education, employee development, etc. and you have the potential of seeing the answers but not having the time or the perspective to solve the problem.
One instance of this is the "I have already tried that and it has not worked" dilemma. While it might not work--ever, there is the potential that implementation could have been improved, the concept refined again or frequency increased, etc.
The consultant should be able to take you back to that situation with a clearer picture of what actually happened.
Imagine... an automobile manufacturer giving up on a solution and losing millions of dollars (perhaps billions) when only one step further would have solved it. They tried it but did not take it the necessary steps.
Now there are a 100 other examples and possible scenarios, but the consultant--worth their weight--does not get caught up in parochial concepts such as Pay Per Click advertising is better than Search Engine Optimization or this product is better then that products. It is not about products.
The consultant looks at the answers... provided by the dental practice--does outside research--then presents the answers back to the dental practice in a way that they can leapfrog over their current view and proceed towards more consistent success.
The products such as Pay Per Click, Websites, Logos, etc. are then placed in this success strategy. Product companies (that consult about their products) place their product in your strategy first... then tell you why it will work. This is not consulting it is selling a product packaged as consulting.
Of course, it is much easier just to start something new (purchase the latest coolest product) without pulling everything together and doing an assessment. I call it the Drill, Fill and Bill of dental marketing. You are done so quick the Novacaine is still working. Has everything been done right? Who cares, you feel better right now!
There are a ton of places where you can get something in a cool color that gets great gas mileage... all at a very... LOW... price... Most of us are attracted to this type of product: heck I am too! But do not confuse this cool product consulting with true consulting.
It might work for you... Hey there is that chance... but those who would rather not see their marketing bite collapse - might want to consider a non-product based consultant first. Don't get sold: get results.
Remember a lot of people got Pintos in 1972 and they seemed just fine until they were rear ended by reality.
This is Dick Chwalek - A non-product based Dental Marketing Consultant
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