Before you add more partners, find out what’s actually failing.
You already have creators, experts, advocates and other partners in the program. But the team still can’t tell which partners deserve more investment, what each one should be responsible for or why the program isn’t producing enough useful content, credibility or performance.
I’ll review the partner mix, briefs, claims, incentives, content and path to action to identify the decisions your team needs to revisit.
Includes a review of your current program, a 90-minute working session and a written 30-day action plan.
You have partner activity without clear winners.
Teams often respond by adding more people, changing the partner mix or tightening the brief. That creates more activity without explaining why the current program isn’t working.
The problem may start with how partners are chosen and briefed. It may show up later in the claim, review process, offer, landing page or follow-up.
The team can’t tell whether partners misunderstood the assignment or whether the brief never made the job clear.
The person may be credible, but not for what the campaign is asking them to explain, prove or sell.
The same brief expects one partner to get attention, teach the audience, prove the claim and close the sale.
The team chose the person and content direction before deciding what the evidence supports or what reviewers need.
The team is using reach, engagement and sales interchangeably even though they describe different jobs.
The content may work while the offer, landing page, retail path or follow-up loses the audience.
I’ll separate those problems before your team spends more.
What needs to change in the program?
The session focuses on the decisions your team needs to make next, not a list of general best practices.
- 01Where is the program losing value: casting, outreach, compensation, the brief, the claim, content, review, testing or the next step?
- 02What job is each partner actually doing, and is that the job the program needs?
- 03What can each partner credibly explain, demonstrate, recommend or sell?
- 04Which partners deserve more investment, and what evidence supports that decision?
- 05What happens after a partner gets someone interested?
- 06What should the team change over the next 30 days, and what should stay the same so the test tells us something?
The answer may be one issue or several connected ones. I’ll show you which decision to make first and what the next test needs to prove.
The session starts before we meet.
I do the review first so we can spend the 90 minutes on diagnosis and decisions.
BEFORE THE SESSION
I review the brief, outreach, compensation setup, partner examples, claims, review requirements and available performance context.
DURING THE SESSION
We work through where the program is breaking, what the team may be misreading and which change should come first.
WITHIN 48 HOURS
You receive a written diagnosis and a focused 30-day action plan.
A written diagnosis your team can use.
- WHERE THE PROGRAM IS BREAKING
- The main diagnosis and the evidence behind it.
- WHAT EACH PARTNER SHOULD DO
- The role each partner type should play, how the team should evaluate it and which jobs are still unassigned.
- WHAT PARTNER CONTENT NEEDS TO EXPLAIN
- The story, proof and next step the audience needs from the content.
- A 30-DAY TEST PLAN
- What to change first, what to keep constant and what the team needs to learn, including three to four content directions to test.
- EARLY SIGNALS TO WATCH
- The metrics and qualitative feedback that will tell the team whether the test is addressing the right problem.
- ONE FOLLOW-UP EMAIL EXCHANGE
- A chance to clarify the recommendations after the team reviews the recap.
What I look for changes with the program.
In a DTC creator program, the question may be why more content isn’t producing more winners. In a patient program, it may be whether real stories can teach people something useful and move through review. In an expert program, it may be whether credible people have distinct roles at all.
The creator funnel had one definition of success.
The brand was activating creators every month, but very few moved into its paid media program. The team was considering more nano creators, more micro creators or a tighter brief.
During the consultation, I separated jobs the team had been treating as one. Some creators needed to make content that could work in paid media. Others could sell through their own audiences or help customers believe the product promises. Judging everyone by whether one ad performed made it harder to see which parts of the program were working.
The team left with a clearer way to define partner roles and decide what to test before adding more volume.
“I got a lot of new ideas from talking to you. Before, I was just trying to find random creators and put them into the funnel. Now I see there’s a connection I hadn’t thought about before.”
Lightly edited from a recorded client conversation.
The patient stories were planned for review before filming.
A global healthcare company was building an unbranded education program with patient creators. Patients and caregivers needed stories that felt true to their lives, while medical, legal and regulatory reviewers needed clear boundaries before filming.
I led the creator and content strategy as part of a broader healthcare agency team. I selected patient partners based on the educational role their stories could play, defined flexible talking-point boundaries and planned the content around what reviewers needed before production.
After the first phase, the team added more video, brought in more patient voices and used more native-language production based on what audiences responded to.
More than 3 million impressions, 1.5 million engagements and more than 28,000 direct clicks to educational resources.
I led creator and content strategy as part of a broader healthcare agency team.
If that sounds like your program, start here.
I help teams decide what needs to change before they spend more on the program.
I’m Candice Bee, a marketing strategist with more than a decade of experience across creator, affiliate, ambassador, expert, patient, advocacy, retail, healthcare, beauty, wellness and consumer marketing.
I look at what each partner is there to do, what they can credibly say, what the brief and review process require and how the team is judging the result. That helps the team decide whether it needs different partners, better support, a different message or a stronger path from attention to action.
These results come from work I personally led across in-house, agency, embedded and independent roles. Some client details remain anonymized.
Find out what to change before you put more money into the program.
The fee includes the pre-session review, a 90-minute working session, the written 30-day action plan and one follow-up email exchange.
Timing is confirmed after I review your request and make sure the diagnostic fits the problem you’re trying to solve.
Your team already has a live program to examine.
- You’re activating creators, affiliates, ambassadors, experts, patients, caregivers or advocates
- You have briefs, outreach or partner examples to review
- You have some performance, review or participation context
- Too few partners are producing useful content, credibility or results
- The team is considering adding more partners or changing the mix
- You need a focused recommendation before spending more
You need a different engagement if:
- You haven’t launched any partner activity
- You only need a list of creators or experts
- You want a full affiliate, ambassador or expert program built
- You need someone to manage partners every day
- You need a complete paid-media strategy
- You need contract, medical, legal or regulatory review
- You can’t share the materials needed to examine the program
Not sure? Tell me what’s happening. I’ll let you know whether this diagnostic is the right place to start.
This is a focused diagnostic.
The $4,000 fee covers the review, session and written action plan described above.
It doesn’t include:
- A complete partner brief rewrite
- Partner sourcing or casting
- Outreach scripts
- Negotiating partner agreements
- Contract, rights or usage language
- A full affiliate or publisher strategy
- A complete program redesign
- Medical, legal or regulatory review
- Meta or other paid-media management
- Landing-page design
- Ongoing partner management
- Implementation of the recommendations
If I find a larger issue across the offer, funnel, review process or overall program structure, I’ll say so. We can scope broader strategy or implementation separately.
The company already had experts, but each group still needed a defined role.
A global consumer health company had long-standing relationships with senior authorities, digital educators and emerging professionals.
I led the program strategy as part of a broader agency team. I defined what each group should do, where their credibility mattered and how professional education differed from consumer guidance.
The role structure gave the teams choosing, briefing, training and activating experts one plan to work from. Enterprise leadership approved the strategy and made it part of a broader brand turnaround plan.
I led program strategy as part of a broader agency team.
Before you request the diagnostic
What kinds of partner programs can you diagnose?
I can use the diagnostic for creator, affiliate, ambassador, expert, HCP, patient, caregiver and advocacy programs, as long as the team has real materials and enough activity to review.
How does the diagnostic change for expert, patient or advocacy programs?
The review focuses more heavily on role clarity, credibility, claims, review requirements, participation and what the audience needs from each person. The evidence and success measures change with the program.
Do I need perfect performance data?
No. Send what your team actually uses to make decisions. That may include content results, paid support, traffic, sales, review feedback or qualitative context. I’ll be clear about what the available information can and can’t show.
Will you rewrite our partner brief?
A complete rewrite isn’t included. The action plan will identify the parts of the brief that need to change and what partner content needs to explain. A full rewrite can be scoped separately.
Will you tell us whether we need nano or micro creators?
If creator tier is part of the problem, yes. The answer may also involve a different role, incentive, claim, brief, content direction or path to action.
Can you help us implement the recommendations?
Sometimes. If the diagnosis points to work I’m the right person to lead, we can scope a separate strategy or implementation engagement.
How quickly will we receive the recommendations?
You’ll receive the written diagnosis and 30-day action plan within 48 hours of the working session.
Tell me what’s happening in the program.
You don’t need to diagnose the problem before you contact me. Tell me what the team is seeing, what you’ve already tried and what decision you need to make next.
Give me the context I need to diagnose the program.
After you book, I’ll send instructions for sharing materials through Google Drive or your company’s approved file-sharing system.
- Current partner brief
- Current outreach message
- Compensation or incentive setup
- Up to three examples the team considers strong
- Up to three examples that didn’t perform as expected
- Available performance context
- How the team currently decides who deserves more investment
- Approved claim language or review requirements
- Funnel or landing-page context
Everything you share will be treated as confidential and used only for this engagement.
Materials are due at least five business days before the working session.
Find out whether the program needs different partners or a different plan for the ones already in it.
Tell me what the team is debating, and I’ll let you know whether the diagnostic is the right place to start.