How to Run a Healthcare Marketing Audit
A step-by-step guide to auditing your healthcare marketing strategy. Fix visibility gaps, enhance trust, and increase quality patient referrals.
Digital Marketing I Doctors Digital Marketing I Healthcare Marketing I Healthcare Marketing Strategy I Hospital Marketing Strategies I Marketing ideas for clinics I Marketing Trends 2025 I Medical Marketing I Social Media Marketing
How to Choose the Right Marketing Agency for Your Clinic or Hospital
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May 2, 2025
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Marketing isn’t an expense. It’s a strategic investment in your healthcare business.
In today’s competitive healthcare space, even the best clinical talent can be overlooked if the brand behind it isn’t visible, credible, or discoverable. Whether you run a standalone clinic, a speciality centre, or a mid-sized hospital, the question isn’t “Do I need marketing?”—it’s “Who can I trust to do it right?”
This blog helps you answer that.
We’ll walk you through:
How to choose the right marketing partner
How to evaluate if your marketing is working
What the standard costs / standard rates are
A breakdown of freelancer vs. agency vs. healthcare specialist marketing agency rates
Key learnings around performance marketing
A sample 90-day marketing roadmap you can follow.
Marketing Is NOT a Cost—It’s a Strategic Growth Engine
Most healthcare professionals, Doctors and hospital owners hesitate to invest in marketing due to fear of wastage, ethical concerns, or lack of know-how. But here’s the truth:
- A well-crafted marketing strategy leads to patient trust
- Visibility builds reputation, not just recall
- Strong digital presence = business growth
If you treat marketing like an expense, you’ll always cut it.
If you treat marketing like an investment, you’ll learn how to multiply it.
5 Signs Your Clinic Needs a Marketing Audit This Month
In-House Team vs. Freelancer vs. Marketing Agency: What Should You Choose?
Choosing how to execute your healthcare marketing efforts depends on your goals, budget, and internal bandwidth. Here’s a clear comparison between the three most common models used by clinics, hospitals, and individual doctors:
Criteria | In-House Team | Freelancer | Marketing Agency |
| Cost | High (monthly salaries, tools, training) | Low (per-task or monthly) | Medium to High (retainer + execution) |
| Expertise Range | Limited (1–2 generalists) | Varies greatly (depends on the individual) | Wide (strategist, designer, ad expert, SEO) |
| Healthcare Knowledge | Rare | Usually not specialised | Available in healthcare-specific agencies |
| Consistency | High (daily availability) | May vary (depends on commitment) | Structured, process-driven delivery |
| Creative Direction | Depends on internal leadership | Requires clear input & brief | Includes strategy, branding alignment |
| Scalability | Hard to scale quickly | Limited to one person’s time | Easy to scale campaigns, channels, and formats |
| Data & Reporting | Requires separate analytics expertise | Rarely offered | Typically part of monthly deliverables |
| Compliance Awareness (NMC, PBI, ASCI) | Depends on leadership | Usually unaware | Often well-versed (in healthcare-specialised firms) |
Quick Summary:
- In-house team is best if you already have high patient volumes and want full control over day-to-day content.
- Freelancers are great for basic content or design needs when the budget is tight, but you’ll need to guide and monitor them closely.
- Agencies, especially those experienced in healthcare marketing, bring structured strategy, execution, analytics, and domain knowledge, making them a smart choice for growth-focused hospitals and clinics.
Many HMS Consultants clients start with freelancers and then shift to a consulting + agency hybrid when they realise they need structure, speed, and healthcare-specific insights.
How to Choose the Right Marketing Agency (or Branding Agency)
If you’re a clinic, hospital, or medical practitioner, ask these:
Must-Ask Questions:
- Have they worked with doctors, clinics, or hospitals before?
- Can they showcase case studies with measurable growth?
- Do they understand healthcare ethics and MCI/IMA marketing norms?
- What is their process for strategy, not just posting?
- How do they track leads and ROI?
Red Flags to Watch:
- “We give 30 posts per month” (but no strategy!)
- No access to analytics or ad dashboards
- Every client gets the same templated creatives
- No performance or consultation call after onboarding
Marketing Cost Comparison: Freelancer vs. Generalist vs. Healthcare Specialist
Here’s a breakdown of typical charges in India:
Service | Freelancer | General Agency | Healthcare Specialist |
Logo Design for a clinic/hospital | ₹2,000–4,000 | ₹5,000–10,000 | ₹15,000–50,000 |
Standard Stationery [Visiting Card, Letter Head, Prescription Pad, Envelope, File] | ₹2000–4,000 | ₹5,000–10,000 | ₹15,000–25,000 |
Social Media Post | ₹250–400 | ₹300–600 | ₹500–1000 |
Brochure (2 pages) | ₹1,200–2,500 | ₹3,000–5,000 | ₹10,000–15,000 |
Monthly Social Media for a clinic / Hospital | ₹4,000–10,000 | ₹10,000–25,000 | ₹35,000–75,000 |
Meta Ads Setup & Mgmt | ₹2,000–5,000 | ₹4,000–10,000 | ₹10,000–25,000 |
Google Ads Management for a clinic/hospital | ₹3,000–6,000 | ₹5,000–10,000 | ₹10,000–20,000 |
Landing Page for Hospital / Clinic | ₹1,500–3,000 | ₹3,000–6,000 | ₹6,000–10,000 |
Content / Blog / Article | ₹500–1,500 | ₹1,000–3,000 | ₹2,000–10,000 |
SEO Services for Healthcare | ₹5,000–10,000 | ₹10,000–20,000 | ₹20,000–70,000 |
Hoarding Design | ₹2000–4,000 | ₹5,000–10,000 | ₹15,000–25,000 |
Advertisement Design | ₹2000–4,000 | ₹5,000–10,000 | ₹15,000–25,000 |
Internal Branding | ₹4,000–10,000 | ₹10,000–25,000 | ₹35,000–75,000 |
Website for doctor | ₹4,000–10,000 | ₹20,000–45,000 | ₹35,000–75,000 |
Hospital Website | ₹10,000–20,000 | ₹30,000–50,000 | ₹40,000–1,50,000 |
Video Editing for Reel, YouTube Shorts | ₹350–700 | ₹500–1000 | ₹1000–3000 |
Long video for YouTube editing cost | ₹1,200–2,500 | ₹3,000–5,000 | ₹5,000–10,000 |
Note: These prices exclude ad budgets, licensing fees, and photo/video shoots
Is Your Marketing Working? Here’s How to Know
Whether online or offline, tracking performance is essential to ensure your marketing budget is driving real results. Use this diagnostic checklist:
Metric | Interpretation |
Patient Enquiries | More online leads or appointment calls (from social, website, GMB) |
GMB Insights | High map views, calls, direction requests—shows local discoverability |
DMs/Comments | Are people engaging with your content and asking for consultations? |
Brand Awareness | Do patients mention your social media, blogs, or online presence? |
Cost per Lead (CPL) | Key metric if you run ads on Google or Meta—tracks lead quality |
Monthly Marketing Report | Consolidated metrics across platforms shared by your team/agency |
Direct Calls/WhatsApp | No. of outbound calls, message reads, responses, and follow-ups |
On-Ground Activation Leads | No. of people reached, leads collected at camps, health events, branding stalls |
Conversion Tracking | Form fills, call clicks, and offline leads turning into patients |
Campaign ROI | Measures effectiveness of ad spend, footfall from offline efforts |
Your First 90-Day Marketing Plan (Sample)
Month | Focus | Activities |
Month 1 | Setup & Strategy | Website review, GMB optimisation, SEO audit, social media calendar, ad planning |
Month 2 | Launch & Execute | Meta & Google ads go live, content posting begins, local SEO boosted |
Month 3 | Analyze & Optimize | Campaign reviews, lead quality checks, retargeting, testimonial collection |
You should expect your first visible ROI in Month 2 or 3, depending on consistency and investment.
HMS Consultants: We’re Not an Agency—We’re Your Strategy Partner
At HMS, we don’t just “manage your page.”
We strategise, audit, train, and guide your in-house or outsourced marketing team for:
✅ Long-term brand building
✅ Patient growth & revenue uplift
✅ Ethical, compliant digital presence
✅ Performance monitoring that actually works
Founded in 2024, we’re India’s first dedicated healthcare marketing consulting firm—built for doctors, by healthcare marketers.
Let’s schedule your 20-min discovery call
FAQs
Q: What is the average cost of social media marketing for doctors?
A: ₹6,000–₹25,000/month for freelance or basic agencies, and ₹25,000–₹75,000/month with strategy-first healthcare specialists.
Q: How do I know if my digital marketing agency is performing well?
A: Track KPIs like leads, cost per lead, GMB insights, and ask for monthly performance reports.
Q: Should I choose a freelancer or a healthcare-focused agency?
A: Freelancers are affordable but often lack healthcare expertise. Healthcare-focused consultants bring strategic alignment and better ROI.
Q: Are Meta and Google Ads useful for hospitals?
A: Yes. Meta Ads drive awareness and lead generation, while Google Ads capture high-intent searches like “Doctor near me.”
Conclusion
Choosing a marketing partner for your hospital or clinic isn’t just about saving money. It’s about investing in trust, visibility, and patient connection.
The right partner will help you tell your story, attract the right patients, and grow sustainably.
And if you’re unsure where to begin—HMS Consultants is here to guide you.
✅ Ready for the next step?
is something we strongly believe in, which means ‘Knowledge without application is the same as having no knowledge at all
Akhil Dave
Principle Consultant
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