Physiotherapy Marketing Tips

A collection of physiotherapy marketing tips, tricks and strategies to supercharge your clinics initials and referrals

In House vs. Agency Marketing: Which One is Better for Your Practice?

Saturday, June 15, 2019

As a physiotherapy practice, you’re well aware that the need for effective marketing is a must-have. But now that you’re doing more research, you’re unsure whether you should hire an in-house marketing manager or go with a trusted marketing agency.

There are pros and cons to both and it’ll all depend on your unique circumstances as a company. So, let’s break it down.

Skill Set

Let’s start with comparing the skills someone in marketing would need to complete a successful online campaign and over-all marketing strategy.

Skill Set

In-House

If you hire someone to do in-house marketing specifically for your brand and business, that means they’re being paid to dive deep into who you are and why clients should choose your clinic. This is a huge perk. Plus they have the local knowledge.

The downside is that it can be incredibly difficult to find one person who is highly skilled at every part of a marketing strategy such as writing, graphic design, and advertising, so you could potentially be missing out in other key areas.

Agency

Marketing agencies are filled with professionals where all they do is marketing. That means you’ll be getting multiple “brains” and experience in working on your company’s strategy. It doesn’t always mean that they have the best skills, it’s just a matter of having more to choose from.

 

Creativity

Sure, everyone is creative and we all give off creative energy in different ways. The question is whether or not doing marketing in-house or with an agency is bound to give off the most creative juju in terms of your marketing goals.

Creativity

In-House

With hiring an in-house marketer, they’ll have an intrinsic understanding of your competitors and what the atmosphere in the physiotherapy field is really like. This often creates deeper relationships with clients and in the community as a whole which leads to better ideas suiting your specific industry.

Conversely, there’s a chance that stagnation can occur when only working on one brand day in and day out. An in-house team might miss golden opportunities that get sparked from being around different kinds of people and working with different companies.

Agency

The world of marketing agencies is full of creative people. In order to last a while in any position at an agency, you have to be good at coming up with dynamic ideas – it’s part of fulfilling your job requirements.

On the other hand, it’s possible that an agency will be coming up with compelling and engaging ideas but naturally start using those ideas on multiple projects. Your brand won’t necessarily be getting a leg up from your agency having a stroke of brilliance.

Plus, marketing agencies are also filled with super business-savvy types which aren’t the same as the ad men from 1950s Madison Avenue. Basically, just because you’re hiring an agency doesn’t mean the end product, especially when it comes to visuals and design, is going to be flawless.

Functionality & Accessibility  

When it comes down to it, the way a company functions are paramount from top down of the business.  

In-House

Obviously, your marketing manager who’s in the room next door is easy to get ahold of when tasks get moved around, new opportunities are presented or serious technical glitches become come into fruition. Things need to be done and actioned quickly – like right now!

The beauty of having access to your marketing manager is that timeframe and moving parts can be actioned a lot sooner.

But, be careful about having too many projects coming in. You’ll want to make sure your in-house marketer can handle the workload since they won’t have an intern to help them out as an agency marketer might.

Agency

Agencies can handle massive workloads but the flip side is not having that instantaneous back-and-forth that allows for simple and effective brainstorming and adjustments.

You’ll be dealing with a lot of back and forth emails and it could take days for things to get decided. They have lots of other clients to deal with and you might not be as high on their priority list as you may assume.

Cost

Almost everything comes to down to how much it costs. For many physiotherapy clinics, this is a big one to consider.

Cost

In-House

The average salary for a marketing manager in Australia is around AU$77,915 and you’ll need to pay for technology and tools like a computer and management systems on top of training them on your policies, all of which comes to a cost to your business.

To be honest, this should be expected and is certainly a good sign to give a potential employee. If you take them seriously and invest in them upfront, they’re likely to do the same for you.

If you take the time and effort to hire the best in-house marketing manager possible, you’ll likely save more money in the long run and ensure greater longevity for your clinic.

Of course, costs will vary so make sure to do full breakdown of what you can afford since in-house marketers often incur “hidden costs” that agencies automatically cover.

Agency

The cost of an agency is negotiable and they’ll pay for all the tools, resources, and training for their employees, so you’ll save in that regard.

In general, though, hiring an agency is more expensive than hiring even a small in-house team, not to mention how much you’ll save if you only need a single person who can do the job. And don’t even think about hiring the cheap digital marketing agency. Let’s just say – you’ll get what you pay for.

Culture and Interest

When getting help with your marketing efforts, you want the people working on it to understand your clinic’s culture and have your best interest at heart.

Culture and Interest

In-House

Again, one of the biggest perks of having your marketing team operate in-house is that you can be sure that they align with your company’s values, they’re not inadvertently working on projects that can be seen as competition, and if there is an issue, it can usually be resolved without too much strain to you and your business.

Agency

Let’s preface this by saying that, of course, most marketing agencies absolutely have their clients’ best interest at heart. Yet, there are still times where a conflict of interest could be taking place, even when it’s unconscious.

For example, an agency could be working on your latest campaign by working diligently on your blog with fun fitness tips and the debunking of popular health trends. Perhaps the agency also works with a reusable water bottle brand and starts writing similar content for that blog.

Yes it’s a farfetched examples but believe it or not this does happen.

It’s pretty clear from this angle that it’s a conflict of interest since both brands will be competing for rankings on search engine results pages and for interested potential customers.

Not to mention, an agency could be misinterpreting the culture of your company and disagree with a future strategy. Whether it be the aesthetic of your brand’s Instagram, the tone of your YouTube videos, or how much money you’re willing to spend on Google Ads, at the end of the day, the agency has interests and a culture of their own and this can sometimes cause friction points.

Resources

Resources refers to all the tools and assets needed to effectively complete the strategic marketing efforts that are right for your clinic.

Resources

In-House

This is where an in-house marketing manager is likely to struggle. There’s only so much one person can do. Forget the fact that they won’t be able to bounce ideas off of someone who has just as much marketing experience than they do, but they often won’t have all the best tools at their fingertips.

Marketers have a lot going on, from content creation to advertising scheduling to tons of research. There are countless tools that help marketers with all of these kinds of these but the catch is, they all cost money – at least to have all the bells and whistles. Free versions of programs aren’t going to fly.

Agency

Probably one of the best things about hiring a marketing agency is that, if you get a good one, they’re likely to have the best and newest version of every tool of the trade. Since they staff large numbers of people all with the sole purpose of producing marketing campaigns, they often get discounts for purchasing management tools, subscriptions, and other helpful resources in large quantities.

Plus, agencies often have a vast amount of resources in the form of industry contacts. These people are very experienced as far as who they know and what they’ve learned along the way. After working with huge clients, marketing agencies can help your clinic get on the map just based on their contact list.

So, What’s Better?

Of course, deciding which is better, in-house vs agency, for your marketing needs is going to depend on a lot of things. When making this decision, you’ll need to consider:

  • Your budget
  • The time you’d like to spend on marketing
  • Your marketing goals
  • The size of your company
  • Your business goals

 

You’re really going to want to crunch the numbers to figure out what’s best for you.

At Physio Inq, We’re an In-House Team

As for us, we’d suggest keeping your marketing efforts in-house. Here’s why we keep everything within our four walls:

  • Our company culture is important to us and we want someone who knows the Physio Inq brand & culture inside and out.
  • We’re happy to budget for an in-house marketing manager and if we save a little cash in the end, that’s never a bad thing.
  • Agencies are stretched thin and we appreciate being able to work directly with our in-house marketer.

 

Overall, none of these tips about whether to hire in-house or through an agency for your marketing needs are useless if the ideas aren’t put into practice. There’s no one-size-fits-all and depending on where you’re located or what the job market looks like, hiring in general can be a breeze or a nightmare.

At Physio Inq, we offer owners all the tools they need to decide what kind of marketing strategy is right for them. To help with your in-house marketing efforts, all the heavy lifting is done and dusted. All that’s left to do is connect with the brand and your growing community.

To chat with a business consultant to determine a specialised plan with in-house marketing tools at your fingertips, give us a call at 1300 731 733 or email us at franchising@physioinq.com.au now!

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