1. Executive summary: what it's all about on one page
A proposal of more than 20 pages without a summary is impossible to digest. The executive summary must respond: what problem it solves, what the goals are and how success will be measured. Include key figures from your practice (volume of leads, current conversion rate) to demonstrate that the agency understood your context.
Minimum points of the summary
- Primary goal (e.g., "increase spine surgery appointments 40 % in 6 months").
- Brief description of the strategy (SEO, Ads, email, CRM).
- Star indicators: target CPL, target conversion rate, expected ROI.
- Deadline and overall budget.
2. Diagnosis: evidence that they investigated your clinic.
This is where the agency will present its analysis of your website, your current campaigns and the competition. It must include datanot "sensations".
- SEO audit: ranking of your keywords, Core Web Vitals and backlinks.
- Analysis of paid campaigns: Average CPC, CTR, conversions.
- Competitive benchmark: position of similar clinics in your city or region.
- UX Heuristics: navigation problems, loading times, forms.
If the diagnosis does not provide numbers, it is a generic sales text.
3. SMART Objectives and North Star Metric
All actions must be linked to objectives SMART (specific, measurable, achievable, relevant and time-bound). The proposal should indicate:
| Target | Metrics | Current value | Target 6 months |
|---|---|---|---|
| Reduce cost per lead | CPL | $18 USD | $12 USD |
| Increase monthly appointments | Quotations | 80 | 120 |
| Increase ranking keyword "cardiologist [city]". | SEO Position | 15 | Top 3 |
In addition, it defines the North Star Metric (Star Metric): "confirmed appointments". All tactics will be validated against this indicator.
4. Detailed strategy by channel
A list of "we will do SEO and ads" is insufficient. Each channel requires a mini-plan: goals, tactics, KPIs and timeline.
4.1 SEO
- Long-tail keyword research (treatment + city + language).
- Creation of 4 landing pages optimized by specialty.
- Publication of 2 blog articles/month with Schema MedicalProcedure and FAQ.
- Goal: +50 % of qualified organic traffic in 6 months.
4.2 Google Ads
- Search campaigns with transactional keywords.
- Segmentation by 30 km radius and peak conversion times.
- Initial budget $1,500 USD/month, target CPA $40.
- Bi-weekly optimization and conversion reporting.
4.3 Social Ads
- Objective: remarketing and brand awareness.
- Lookalike audiences based on previous patients.
- Monthly creatives: before/after carousel and educational video.
- KPI: CPM 4 %.
4.4 Email & Automation
- Sequence of 5 pre-appointment nutrition emails.
- Post-treatment templates for retention and referrals.
- Integration with your CRM (HubSpot/Zoho).
- Metric: open rate 25 %, email→cite conversion 10 %.
5. 6-month (Gantt) Schedule
The proposal must show what happens every weekCampaign setup, landing page copywriting, CRM implementation, A/B testing and performance auditing. No dates, no tangible commitment.
6. Assigned equipment and estimated hours
List of specific roles (strategist, traffic manager, health copywriter, designer, web dev) with hours/month. This way you can check if the agency fee is justified.
| Role | Hours/month | Responsibility |
|---|---|---|
| Senior Strategist | 10 | Plan and reporting |
| Paid Media | 16 | Google Ads and FB Ads |
| Clinical Copywriter | 12 | Landing + blog |
| Web Designer | 8 | Creative and UX |
| WordPress Dev | 6 | Technical optimizations |
7. Investment, estimated ROI and clauses
Make it clear which part is agency fee and what is media budget. Example:
- Monthly fee: $2,500 USD
- Ads: $4,000 USD/month (Google Ads: 70 %, Facebook Ads: 30 %)
Includes a Projected ROI based on LTV: "With an average ticket of $1,200 USD and target of 120 appointments, revenue would be $144,000 USD; estimated ROI 4.8× on total investment."
Exit clauses and minimum commitment periods (3-month trial period) avoid misunderstandings.
8. Deliverables and reporting frequency
- Real-time Dashboard (Looker Studio) with CPL, CPA, ROI and NSM.
- Monthly report with analysis and upcoming adjustments.
- Biweekly meeting for tactical review and insights.
- Shared access to Ads and analytics accounts: total transparency.
Without clear deliverables, the relationship is based on blind trust and generates conflict.
What to check before signing?
- Verifiable numbers: Are there any success stories in your specialty?
- Data transparency: will you have access to the advertising account?
- Specialization in health: medical copy requires regulatory and terminology expertise.
- Cultural alignment: availability, language, time zone for meetings.
- Actionable KPIs: avoid proposals that only promise "traffic" or "followers".
From proposal to practice: your next move
A well-structured proposal is the best filter for choosing an agency. Check to see if each section described here is present; if it is missing, ask the agency to include it or review another option. Your clinic deserves results, not vague promises.
At Torres Creative we deliver proposals with these eight blocks and firm KPIs. Analyze ours and compare it: you will see the difference in clarity, accountability and return projection.
Evaluate carefully and choose the agency that demonstrates strategy, not just speeches.
