Freelance Like a Pro: Niching, Marketing, and SOPs with Alejandra Viviescas

Alejandra Viviescas

[00:00:00] This episode of right. Medicine is brought to you by right CME roadmap. How to thrive in continuing medical education with no experience, no network and no clue. Right. CME roadmap is the resource for medical writers and other professionals who want to break into CME, regardless of background experience and training, it covers everything you need to know to start down the path of freelance, medical writing, and working as a CME professional and provides an in-depth guide to accreditation ethics adult learning strategy

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[00:01:00] Are you a freelance medical writer who struggles to manage your client relationships and workflow effectively? Do you find yourself overwhelmed by the many, many aspects of running your business from marketing to project delivery. And are you looking for ways to streamline your processes and boost your confidence in client interactions?

[00:01:20] If, so this episode of right medicine is for you today, we're diving into practical strategies for creating, standing, operating standard operating procedures. That can transform your freelance, medical writing business. You learn how to implement a client acquisition, flywheel develop effective checklists

[00:01:38] and overcome self-doubt.

[00:01:40] My guest is Alejandro VVS coasts, a seasoned freelance medical writer who specializes in CME. Who's cracked the code on efficient business management in the CME space. Uh, hundre has a unique and personal journey into this specialist. Freelance medical writing niche. After giving birth prematurely juicy preeclampsia, she developed a severe case of postpartum depression. This experience. Pushed her into frequent interactions with various healthcare providers, including pediatricians and gynecologists. And during this challenging time, Alejandro noticed a stark contrast in her experiences with different healthcare professionals. Some providers were up to date with current science and displayed empathy, making her situation feel manageable. Others lacked empathy, held misconceptions about treatment. Or struggled to communicate effectively, which exacerbated her difficulties.

[00:02:40] Allah hundreds experiences highlighted the significant impact healthcare providers can have on patient outcomes and experiences, both positive and negative.

[00:02:50] And she realized the critical importance of ongoing education for healthcare professionals, particularly in areas of patient communication. And empathy. [00:03:00] Her experience as a patient navigating the healthcare system during a vulnerable time. Highlighted the critical importance of up-to-date empathetic care. And this realization not only inspired her to focus on CME, but also underscored the value of clear processes and effective communication in her work. Drawing from this insight, Alejandro has developed strategies to streamline her client management and enhance her freelance medical writing business. So let's hear more about these processes.

[00:03:35] Alejandro you've developed processes to streamline your business and your client onboarding, and to have in place tools. To make projects run smoothly. So tell us about the flywheel concept you've developed and what inspired you to use this particular tool?

[00:03:55] Alejandra Viviescas: Well, the inspiration came actually from a podcast that you were a host in, so it's the, I want to know. Podcast. And you in that podcast episode where you were discussing your. Approach to marketing, you discuss the idea of this flywheel, which is basically something that you do.

[00:04:18] Alejandra Viviescas: And if you always repeat the same steps, it becomes kind of an automated. Approach to a part of your business. And the idea is that every time that you complete a cycle or a turn of the wheel, it becomes easier to just keep the wheel turning. And so I started like, I read a little bit more about that idea of the flywheel in marketing, and I decided to see if I could apply it to client acquisition.

[00:04:51] Alejandra Viviescas: And so I came in with this. Flywheel concept about how to work with new clients and how to turn that into a tool for getting more clients. So basically you start, you engage a client, they give you a first project. Then I delivered the project. And once I delivered the project and the client is happy, I ask for a recommendation where they can write a recommendation on LinkedIn or send it through email.

[00:05:20] Alejandra Viviescas: And also if I can put a sample of that project that I just deliver on my portfolio. Then I can use that on social media. So basically say I got this recommendation or I got this new piece in my portfolio. And that serves as a marketing tool to attract more clients. So basically, the more you have this flywheeling process, Every time you get a new recommendation or a new sample that you market in social, it gets easier to attract new clients because you build this reputation.

[00:05:55] Alex Howson: So I love this for a couple of reasons. One is, first of [00:06:00] all, a lot of freelance medical writers don't like to market and because they don't like it and don't necessarily have a process in place, they don't do it. And then they wonder why they're not getting business or why it's so hard to build a freelance medical writing business, particularly if you are specializing in something like CME.

[00:06:17] Alex Howson: So that's the first thing. You're talking about. Um, elegant process that can really help you manage that marketing piece. And the second reason I love what you've just described is of course I love Josh specter. I love his podcast. I was on the podcast, as you knew. And he does this thing where he invites guests to ask three questions, and then he answers the questions and walks you through the answers he's providing.

[00:06:41] Alex Howson: And one of my questions was about a flywheel. But his response was that, I really had a misconception of what my marketing flywheel was and what it needed to look like. So what I love here is that you've taken my mis-characterization of the fly wheel.

[00:06:58] Alex Howson: Done your own research. And made it your own.

[00:07:05] Alex Howson: And I'll make sure to put links in the show notes to Jim Collins work, who I think initially came up with the idea of the flywheel. There's a lot of good resources out there. Nathan Barry's book in particular

[00:07:15] Alex Howson: which is titled authority is a good example of how to use the flywheel specifically for marketing.

[00:07:22] Alex Howson: But I think you're using it in a very unique way. And you've talked a little bit about some of the key components and how it helps you manage client relationships. What's been your experience so far and how this actually does help your client management process.

[00:07:37] Alejandra Viviescas: Well, this whole idea of starting putting together this SOPs, as I call them, standard operation procedures, serves two main purposes.

[00:07:49] Alejandra Viviescas: The first one is, is it forced me to do it? Um, because with this particular flywheel yesterday, I was in our call with the client where we get to the point where I had to ask for the recommendation. And there's always this self doubt there, this idea of. What if they don't like it? What if they say no?

[00:08:11] Alejandra Viviescas: What if, what if, what if? Maybe I just won't ask. But then, I said, why did I put together this whole process? If the moment self doubt creeps in, I'm just going to not put in the effort to finish the flywheel when I have already put in the most of the effort, which is actually delivering the project.

[00:08:31] Alejandra Viviescas: So it kind of forced me to do it. That's one. And the other, it's an idea of saving time and also removing the anxiety of dealing with clients. which I think is, is super important because this, also ties in with something that I think as freelancers, we tend to also struggle in this, is this idea of seeing ourselves as the bosses of our businesses and [00:09:00] understanding that.

[00:09:00] Alejandra Viviescas: What we build with clients are not hierarchical relationships, but collaborations on the same ground. So if I put together this, it's kind of a fake it till you make it kind of thing is like my business have, has these processes in place. And because this is not Alejandra doing things. As she feels like it, it's Alejandra building a business.

[00:09:30] Alejandra Viviescas: And so these are kind of the anchor stones of what works in my business. And I'm also like, every time I, I deliver a project, I set some time to look at these processes and update them and improve them. So it. It makes everything smoother for me and the client.

[00:09:48] Alex Howson: Oh, I love that. And I love that you also raised the notion of making a mindset shift from hierarchical to collaborative relationships, because I know this is something that definitely affected me at the beginning of my freelance business building process almost 20 years ago, you know, I initially trained as a nurse. And historically there's been a hierarchical relationship there in nursing, both within nursing and in relation to other professional groups, perhaps not so much now, but certainly in the 1980s, there were still the vestiges of that, hierarchy.

[00:10:22] Alex Howson: And I definitely carried that with me into my approach to working as a freelance CME writer. So I think it's really helpful to practice that mindset shift from hierarchy to collaboration. And you mentioned that you're flying, we lose part of a wider SOP or standing operating procedure. Goal that you set yourself.

[00:10:41] Alex Howson: And I'll make sure to include a link in the show notes to Alejandra's flywheel so that you can visualize what we're talking about here. There are four connected points in the flywheel that represents client engagement

[00:10:54] Alex Howson: delivering the project asking for recommendations and samples and turning those recommendations into marketing content..

[00:11:04] Alex Howson: So let's talk a little bit more. about what those steps represent and how they play out in your workflow.

[00:11:11] Alejandra Viviescas: So I had this main idea of these four steps, but then I say, like, if I sit in a client conversation, because this kind of request, I always try to do it through call, um, and this, this comes from other trainings that I've done in terms of negotiation and all that kind of thing.

[00:11:30] Alejandra Viviescas: It's just more empathetic and you get more chances of them saying yes. And at the beginning I, I really wanted to do it through a conversation, but, but then I said, if I sit here with these four, uh, pieces, and since I'm referring to the document, Alex, you can share it in the show notes. So listeners.

[00:11:50] Alejandra Viviescas: Know what I'm talking about, but if I sit with a client with all these four circles, I, I'm not going to know what to do. So [00:12:00] I say like, how this looks in, in the, whole picture of client interaction, and then I put together the list and this one doesn't have it. But for example, I have an SOP to kickstart my needs assessment.

[00:12:16] Alejandra Viviescas: And for that one, I actually have like quotes, like maybe the client says that and this is how we respond. Just because sometimes, and I anticipate I won't need them in time, but I'm doing this for the first time, like the flywheel, as I said, I. I finished my first flywheel yesterday for the first time, and this has been in place since July because I'm working in longer projects.

[00:12:44] Alejandra Viviescas: So at the beginning is, is this idea of, I might need materials just to make sure where I'm at and what I'm supposed to say. And I expect this is going to just as a flywheel become easier the more I do it.

[00:13:02] Alex Howson: One of the things that you mentioned, or I guess you mentioned a couple of things here. What is the idea of having a script? And the other is having a checklist

[00:13:11] Alex Howson: and you probably know I'm a fan of checklists. If you're a member of right. CME pro there's a needs assessment checklist, for instance, and there are scripts. To help you sort through project management and negotiation steps with clients. One of our guests experts, Christine Wellnet.

[00:13:28] Alex Howson: Who's also been a guest on the right medicine podcast. Shared a lot of really helpful scripts, which I personally. Find helpful because when you're in that moment, Of talking with a client or a prospective client where the prospect is pushing back on something you're suggesting or is low-balling what you think is a reasonable budget for a project it's incredibly helpful to have a short script. This means you can answer without that anxiety

[00:13:56] Alex Howson: all of, you know, should I even say this to the clients or how can I get this client to understand that they really need to be offering a bigger budget?

[00:14:03] Alex Howson: So scripts are very helpful tools to be able to pull on. In the moment or rehearse beforehand, to troubleshoot potential challenges that might crop up in a client conversation. And as you say over time, you build that, that muscle memory, that expertise and that confidence to be able to stand your grind and be firm in what you're requesting. Of clients or what you're responding to in the moment.

[00:14:30] Alejandra Viviescas: Yeah, and also I think it helps Taking the anxiety and the feelings around that, because that's something that it's also a little bit difficult to understand where, when we're freelancers, we tend to have so much involved, like somehow this business and personal life intertwined in some way. And as I told you at the beginning, for example, I'm doing all this [00:15:00] CME.

[00:15:00] Alejandra Viviescas: Because of a very, very personal reason. And I'm a very emotional person, but at the same time, many times when clients say something you don't want to hear is not personal, is not like they are trying to undermine you as a person, they're also trying to follow. Guidelines and particular things that they have to accomplish for their business.

[00:15:29] Alejandra Viviescas: So you might be saying like, Oh, if they're lowballing me, that's because they, they think I'm not worth this much. And they're maybe just trying to save a couple of dollars to this project because in their mind, if they do that, they, they might be able to squeeze in another project with the budget there.

[00:15:48] Alejandra Viviescas: And it has nothing to work to do with you. And so yeah, go ahead. So when I look at the paper, it's a way of anchoring me down and remember that afterwards then I might do whatever, but in this moment and in this specific call, things are not necessarily personal. It's just two business people talking to each other.

[00:16:13] Alex Howson: Yeah, that's a really granular way of describing the process because I think this is something that many of us will tell ourselves.

[00:16:19] Alex Howson: You know, it's business, it's not personal, but the way you've just described, it really helps to detach that personal element from the conversation. And I think there's a couple of things there for freelancers to think about.

[00:16:31] Alex Howson: One is it's really important to know your client's business. To have some understanding of where they're coming from. And what their pain points and requirements are. As you mentioned,

[00:16:42] Alex Howson: you know, it's important to remember that our clients are people we're working with specific project managers, business developers, a particular person, but they're vulnerable.

[00:16:53] Alex Howson: They're answerable to a wider organization. Who's putting pressure on them very often in all sorts of ways that we might not necessarily be aware of. And so, as you say, when they make determinations or decisions or comments. Particularly in relation to budget, when they do try to cut corners, it's not necessarily about us.

[00:17:13] Alex Howson: It's about what they're required to do or what they feel they're required to do and the constraints that they're operating within. And I think that's the first thing that's really important to be aware of, you know, the wider context that your client is working in. And the second thing I think is. You're just having that anchor.

[00:17:32] Alex Howson: It's a lovely way of thinking about these tools. They anchor you, they take the anxiety out of what you need to say or do next because you have a process. And when you have a process, it means you've done the work to establish and to think through what your value is.

[00:17:49] Alex Howson: And that's almost a flywheel in itself when you know what your process is and that's anchored to your value. Then when you get into that conversation with a client, particularly [00:18:00] around budget and the budget is lower, you can stand your grind because you know what your value is, and you'll be less likely to hear they're low-balling as you know, a personal. Uh, front.

[00:18:11] Alex Howson: So I think that's a really interesting way to think about it.

[00:18:14] Alex Howson: One other thing that I wanted to touch on is, you know, you're, multi-lingual, you're fluent in Spanish, Portuguese and English. How would you say your linguistic background influences your work in CME?

[00:18:27] Alejandra Viviescas: I'm not sure how it influences my work in continuing medical education yet, but I know this, this is something that's very intertwined in my whole career as a medical writer because we've mentioned all these shifts that you have to do to become a freelance medical writer.

[00:18:46] Alejandra Viviescas: That's I don't know, successful or whatever, but, and this is something that, I think about a lot because the first moment of self doubt that I had in my career was actually because I'm not a native English speaker. I remember when I was. Deciding that I wasn't going to stay in academia and I looked at that time another organization had a booklet of 20 careers for PhDs outside of academia and I read this whole booklet and I was like, it's medical writing.

[00:19:20] Alejandra Viviescas: It's the only one that speaks to me is the only one that I see myself doing in the future is and I had excitement like for a couple of seconds and then all of the sudden my inner creep critic came in and said you are delusional you are never going to be an American writer because you are not a native English speaker and Ask 10 non native English speaker medical writers.

[00:19:42] Alejandra Viviescas: I am going to bet at least nine. We're going to say that they went through that self doubt. And that was actually the first mindset shift of self doubt, uh, obstacle that I had to surpass as a medical writer. And now I'm actually in a point in my career where. I have turned that into not a liability, but something I'm actually look upon for.

[00:20:09] Alejandra Viviescas: So I have other clients that are not in the CME space that actually hire me because I can, do this content in all of the three languages, and I also have. the cultural background. It's not only that I speak the languages that I have lived in Brazil and I am Colombian and I understand the culture. So I can do not only translation with, which is just changing languages, but transcreation, which is putting in the local language and that that adapted to the local culture.

[00:20:42] Alejandra Viviescas: And just as I managed to do that in my previous MedCom career, I actually have ambitions of making that work. in the future for CME, so I'd like to get more involved. in global CME initiatives, and I'm trying to, [00:21:00] to see what's happening in CME in Latin America, which is completely different than in the United States.

[00:21:07] Alejandra Viviescas: But yeah, so basically, I don't know how it translates to CME yet, but I'm confident it will at some point. And I think that this niche concept is something I've been exploring a lot this year, and I think sometimes when we hear, we

[00:21:25] Alejandra Viviescas: think of something that's going to put us on a corner and is going to limit us. Yes. And actually, niche can have so many shapes or forms or like you can just do a specific therapeutic area or specific deliverable. So, maybe you just write different pieces on woman's health or maybe you just. right needs assessment,

[00:21:53] Alejandra Viviescas: so you focus on pieces that are going to benefit from the multilingual part of me and like what mentioned with me. And, and all of that in the end is something just to. To make yourself more comfortable and not to feel that you need to serve everybody because , in the, in the end we can't, and it's also not enjoyable.

[00:22:18] Alejandra Viviescas: And I think that's also kind of a boundary that you, that we need to put as writers. Oh, and also the other thing that I was going to say is depending on where you're at in your career, the levels of niche can be different. So for example, you've 20 years and you are very into CME to the point where you have.

[00:22:39] Alejandra Viviescas: specific niche within CME. And whereas for me, that I'm a little bit earlier in my career, CME as a whole just became my niche. And, and, and that's completely fine. Uh, and, and that's something that you need to do a lot of soul searching just to make sure that you find the one that works for you.

[00:23:00] Alex Howson: Yeah, absolutely. Those are great points. I think a lot of people here, niche and here limitations. But I actually think having a niche is. Is expanding because there are, as you say, multiple layers to thinking about what a niche is, and I'll make sure to put a link to my niche discovery checklist in the show notes, which. It takes you through some of these layers and different ways of thinking about how to find your niche, wherever you are in your medical writing journey. What advice would you give to freelance writers who are interested in creating their own systems or standing operating procedures?

[00:23:34] Alejandra Viviescas: Well, the first one is to find what works for you. This is your business and as such, it has to work for you. So you are the boss, you are the employee, and you need to come to work every day and enjoy it.

[00:23:54] Alejandra Viviescas: Otherwise, what's the point, you know? And so there's a lot of advice out [00:24:00] there. See what resonates with you and also see where you want to start. Because Transcribed Uh, and then this goes to the other advice that I would say to somebody who is trying to build SOPs or any part of the freelance medical writing business is to avoid overwhelm.

[00:24:21] Alejandra Viviescas: Because sometimes we get this idea that I have to put this together by tomorrow, which is not going to happen. And this is a marathon. A very, very long marathon. And so if you try to put together everything in a week, that's not going to work. You're going to burn out. You, you're going to feel that you're not going anywhere.

[00:24:43] Alejandra Viviescas: But if you say, like, you start small and you say, maybe. I'm fine that this area of my business is not working well. So for example, I, I am trying to be more active on LinkedIn and I'm not being able to manage that. Okay. So, so that's, that's your first SOP. So put together that one. What's, what's the process?

[00:25:06] Alejandra Viviescas: What are the steps? What needs to happen? What kind of. Time that you need to block out on your calendar. So that happens. And once this LinkedIn thing is working and is something that is moving in the background that you don't have to keep, put a lot of thought in, then you look at another aspect of your business and you tackle that one because it's not going to happen just to tackle everything in a week.

[00:25:32] Alejandra Viviescas: And so those are the two. So which, what works for you? What do you need? Where are you noticing that you might need a process and then tackle one process at a time

[00:25:44] Find the overwhelm by focusing on one process at a time. I love that. That's a great place to wrap up Alejandro. Thank you so much for sharing your wisdom and insights with listeners. Of Wright medicine.

[00:25:54] Let's recap the key takeaways and provide you with some action steps that you can implement right away. First. Implementing a client acquisition flywheel consist of Mathais your marketing efforts and make client relationships more manageable. Second creating, standard operating procedures or SLPs and checklists can reduce anxiety, improve efficiency and professionalize your freelance business.

[00:26:21] Third. You can transform perceived limitations, such as being a non native English speaker in an English speaking world as Alexandra. Described into unique selling points that set you apart in the medical writing field, into being someone who's multi lingual.

[00:26:41] So here are some things I suggest you do. And I really want you to think about how you might apply these in practice. Start small choose one area of your business that needs improvement such as client onboarding or marketing and create a simple SOP for it this week. Second. [00:27:00] Develop your flywheel map out the steps of your client acquisition process from initial content. Contact to project completion and testimonial request. Create a visual representation of this flywheel to guide your interactions.

[00:27:15] Use Alexandra's flywheel for inspiration. And third, identify your unique strengths, reflect on what sets you apart as a medical writer, whether it's language skills, cultural knowledge. Uh, or a specific expertise start thinking about how to position these as advantages. In your marketing efforts. I have a whole set of resources on this in ready, steady CME.

[00:27:40] If you're interested in reflecting on what sets you apart as a freelance CME writer, and I'll make sure to link to that in the show notes.

[00:27:49] Remember building efficient systems for your freelance business is a marathon. It's not a sprint. So take one step at a time and don't be afraid to adjust your processes as you go.

[00:28:01] If you find today's, if you find this episode helpful, please share it with a fellow medical writer who might benefit and don't forget to subscribe to right medicine for more insights on mastering the art of CME content creation and building a freelance medical writing business.

[00:28:18] That brings us to the end of today's episode or fright medicine. I hope you find Alan hundreds insights as valuable as I did.

[00:28:25] Until next time, keep writing, keep learning and keep growing.