In-house Marketing vs. Outsourcing: Marketing Smart Choices for Your Aesthetic Practice

By Sara Cheeney on January 15th, 2023

If you’ve got goals to grow your aesthetic clinic in 2023, then the chances are you need to elevate
your Marketing efforts in some way. An in-house Marketing team isn’t something many aesthetic
clinics have due to expense, but there are certainly some pro’s to doing so.

A clear Marketing strategy is the beating heart of clinic success, so prioritise it! Here’s some pros and
cons to help you decide whether an in-house marketer or outsourced agency is the right choice for

5 Pros of Keeping it In-House

Brand familiarity
Consistency is key when it comes to Marketing. Your messaging, style, values and content need to be
clear and familiar to the audience in order to resonate. Using an in-house Marketer ensures these
are set out from the start and stuck to in everything they do. Plus, if the business direction changes,
this is quickly and easily communicated.

Faster execution
With a body in-house, if something needs turning around quickly then the support is already on-
hand. Think about events and seasonal occasions – these are all likely to need Marketing support
quickly and potentially last minute to boost interest and sales.

Single-stream focus
Unlike agencies who are managing lots of brands, your business is their only professional priority so
you can be sure the work will get done and to the standard and specification required.

Keeping control
Regular meetings, communications and strategizing can easily take place with an in-house body.
Much of what Marketing needs is data-driven research with you may want to keep within the
security of your own team.

Industry expertise
Keeping it in-house gives you the opportunity to find someone with specific experience in the
aesthetics industry. It really is a one-of-a-kind industry and needs someone who’s got their head
around the style and regulations.

But, consider this too…
Whilst there’s plenty of strong reasons to invest in an in-house Marketeer, it’s definitely not your
most affordable option. Recruitment and training processes can be lengthy and tiring and, in the
end, you become reliant on one person to stay committed to your brand – else you’re starting the
whole process again. There’s also a fair amount of software costs to consider for a Marketeer to do
their job properly like social scheduling tools and design software.

So, what about outsourcing? Could that be an option for your clinic?

5 Pros of Outsourcing

The right expertise
Using an agency means you’ve got a team of people all working within their own areas of expertise
on your brand. Whether it’s social media, SEO or web design you’ll be given the right person for the
job each time.

Proven templates
Whilst your business goals and status will make it a personalised experience, agencies will often
have proven templates and methods for achieving particular goals allowing you to hit the ground
running and get started on your strategy quicker.

A growing business is an exciting one, and you need a team of Marketers that can grow with you. An
agency means you’re not limited to a single body and can – subject to the agency’s capacity –
upscale or downscale your efforts at any time.

Fresh ideas, fresh ideas
Sometimes a third pair of eyes is exactly what you need to unlock new ideas take an exciting new
direction. Bringing in people who are disconnected from your everyday activity is almost guaranteed
to make you look at your business differently.

Best practices
Agencies need to be at the top of their game at all times, and that includes working within best
practice. Outsourced teams will know exactly what works, what’s acceptable and what should be
discouraged at any given time – so you can be sure everything they do is in your businesses interest!

But, consider this too…
Agencies have a lot to offer for sure, but remember no matter how good they are they’ll never be
based within your clinic. There will always be an element of disconnect and a lack of control as the
agencies are separated from your business. Managing multiple clients means communication lines
are likely to be slower and decisions are not necessarily data-driven from your business.

For more information on choosing the right Marketing support for your business, book a coaching
call with me today at

Sara Cheeney

Clinic Success