What a marketing strategy is NOT…
It’s not a cookie-cutter template, not trendy bullshit, not “let’s just post more and hope.”
9 components. 3 categories. All custom-built for your practice.
Not someone else’s playbook. Yours.
THE DATA
Situation, market, rivals.
01 Situation and SWOT analysis. Where you actually stand. Not where you think you stand.
02 Market research. What your market looks like right now, not three years ago.
03 Competitive analysis. What your PE-backed competitors are doing and where they’re beating you.
THE ANGLE
Audience, channels, brand.
04 Audience and buyer personas. Who your ideal patients or clients actually are. Not everybody.
05 Objectives and channels. Where to show up and why. Based on data, not guessing.
06 Brand voice and visuals. What makes you recognizable and impossible to confuse with the corporate clone down the road.
THE ENGINE
Content, social, leads.
07 Content strategy and pillars. What to say, where to say it, and why it matters to the people you want to reach.
08 Social media strategy. A real plan, not “post three times a week and see what happens.”
09 Lead gen and SEO. How people find you when they need what you do. Not vanity traffic. Patients and clients.
Every piece is custom. Every dollar is tracked.
This isn’t a template somebody runs on every client. It’s built from the ground up for your practice, your market, and your competition.
Every strategy we build starts with real data. Your situation. Your market. Your competitors. Not assumptions. Not guesses. Not “what worked for the last practice we worked with.” Yours.
Then we build the plan around what the data actually says. Who your ideal patients or clients are. Where they’re looking. What they need to hear. How to show up in front of them before your PE-backed competitor does.
And then we execute it. Not hand you a plan and wish you luck. We run it. Every channel. Every campaign. Every piece of content. Every dollar tracked to revenue so you always know exactly what your marketing produced and what it cost to produce it.
No vanity metrics. No reports you can’t understand. No hiding behind impressions and engagement and all the other shit that doesn’t pay your staff. Just real numbers tied to real patients and real clients walking through your door.
That’s what a fractional marketing department does. That’s what we built FMD to be.