The Importance of Omni-Channel Marketing and How to Do It Without Overwhelm

This newsletter is for you if you're a healthcare consultant who wants to expand your reach without overwhelm.

Let's jump in!

Why Omni-Channel Marketing Is Essential in Healthcare

Healthcare decision-makers no longer follow linear paths to finding consultants. They move fluidly between platforms and devices—often engaging with multiple touchpoints simultaneously.

The clear boundaries that once separated different marketing channels have dissolved, creating an interconnected experience where potential clients might discover you on LinkedIn, research your expertise through a podcast, and reach out after reading your newsletter.

• Healthcare professionals now research solutions outside traditional work hours
• Decision-makers consume content across multiple platforms simultaneously
• Different stakeholders within the same organisation prefer different communication channels
• Information consumption habits are increasingly fragmented - some read, others listen, others watch

Your potential clients are moving between platforms throughout their day, and your marketing strategy needs to do the same – but in a way that's actually manageable for you.

The 4-Step Omni-Channel Approach

After years of trial and error, I've developed a system that will work for most solo healthcare consultants and those with a small to medium team.

Step 1: Focus on the Top 3 Platforms That Work For You

At THC, we have invested in:

1. Building our LinkedIn presence
2. Showcasing expertise through blogging and podcasting
3. Hosting an annual in-person event

I used to have a pretty good Twitter presence but deleted it when it became X. Do I regret this? A little... but I just couldn't deal with the negativity.

I really missed the mark on Facebook, and yes, I 100% regret this! But I'm practising what I preach—I'm not everywhere, and that's OK.

Question for Consideration

Where do YOUR specific clients spend their time? Which platforms do you enjoy using?

?? Quick Action Point: Look at where your last five clients first encountered you. Those platforms deserve your attention.

Step 2: Choose 3 Content Types That Play to Your Strengths

?? Quick Action Point: What's one content type you've been forcing yourself to do but actually dread? Consider outsourcing it or replacing it with something you genuinely enjoy.

Step 3: Connect Your Platforms Through Consistent Messaging

How might you maintain a consistent thread across your chosen platforms?

For example, at THC:

• We might discuss a topic on our podcast
• Then expand on it in our blog
• And share key insights through our LinkedIn

This approach creates multiple touchpoints with the same core message, reinforcing our expertise without requiring entirely different content for each platform.

?? Quick Action Point: This week, take one piece of content you've already created and repurpose it for your other two platforms.

Step 4: Measure What Actually Matters

At THC, we've learned that vanity metrics like post views or follower counts don't necessarily translate to business growth and have found it helpful to better consider the following:

1. Which content topics generate the most initial interest?
2. What types of engagement actually lead to inquiries?
3. Which channels produce clients with the highest lifetime value?

Could you determine one primary metric that matters most for your business right now rather than tracking everything? What would happen if you focused your efforts on improving just that one measure?

?? Quick Action Point: Choose ONE metric to track for the next month that directly relates to revenue, not just visibility.

Will You Be Able to Scale Your Business Without Making a Financial Investment in Marketing?

It depends on how much you want to grow.

While organic growth is possible through networking and referrals, there comes a point where some investment in marketing becomes necessary to reach new audiences and scale effectively.

The good news?

You can start small and increase your investment as you see returns.

Many successful healthcare consultants begin with just a few hours of dedicated time each week and minimal financial outlay, focusing on platforms where they already have a presence and content types that leverage their natural strengths.

As your consultancy grows, your marketing can grow with it - always ensuring that each investment directly supports your specific business goals.

Practising what I preach

I am now the host of not just one podcast but 2!

The Business of Healthcare AND the Business of Healthcare Consulting.

We decided to create a separate podcast so we can get super niche and specifically create content for those wanting to build their healthcare consultancy.

The plan is to initially repurpose some content previously shared on our Business of Healthcare Podcast and then turn some of our newsletter content into consultancy podcasts.

See what I'm doing?

1?? I'm sharing my behind-the-scenes.

2?? I am starting small. I started this LinkedIn newsletter last summer and launched my website with one service offering: 1-2-1 coaching in January 2025. In March 2025, I launched The Business of Healthcare Consulting Podcast

3?? I am re-purposing content

4?? I am I'I'mistening to my audience

5?? I am leveraging my experience in writing and podcasting

6?? I am diversifying my audiences and meeting them where they are

Subscribe to the podcast: https://apple.co/4izbSog

I hope these insights help you develop a focused, manageable omni-channel marketing strategy that grows with your consulting business.

WhWhat'sorking best in your marketing efforts right now?

Also, if you found these insights helpful, I'I'dove it if you shared this newsletter with a fellow healthcare consultant who might benefit ??.

About me

I am the founder and CEO of THC Primary Care and have been running my consultancy for nine and a half years.

I create resources to support the leadership and management of primary care networks and also provide:

?? Interim leadership and management.

?? Facilitation.

?? Consulting.

?? Training.

?? Mentorship and coaching.

To date, my team and I have supported over 200 Primary Care Networks across England.

I am still the CEO at THC Primary Care and have no plans to leave what I'I'moing because I’I'mruly lucky to say I love my business. However, creating this dedicated newsletter and supporting those especially interested in building their healthcare consulting careers has been an itch I have been wanting to scratch for a long time.

If you are looking to build your healthcare consultancy, you can also find me here: https://www.thebusinessofhealthcareconsulting.co.uk