1 Gather comparable information
Before analyzing anything, ask each agency for the same basic elements:
- Executive summary with clear recruitment goals.
- Situation diagnosis (SEO, Ads, social presence, CRM).
- SMART Objectives y North Star Metric.
- Detailed strategy by channel and schedule of 3-6 months.
- Assigned equipment with hours and responsibilities.
- Investment scenarios with estimated CPL and ROI.
- Monthly deliverables and reports defined.
With this "standard format" the proposals will be comparable line by line.
2 Verify that the diagnosis uses data
The diagnosis should be supported by:
- SEO audit (current ranking, Core Web Vitals).
- Analysis of existing campaigns in Ads.
- Review of Google My Business profile and directories.
If the diagnostic only repeats generalities ("lacks SEO") without specific metrics, the agency may not have investigated your case. A good diagnosis shows specific numbers and screenshots of your digital assets.
3 Evaluates SMART objectives
Confirm that they are:
- Specific: increase cardiology leads, not "improve presence".
- Measurable: monthly appointments, CPL, ROI, SEO positions.
- Achievable: goals consistent with budget and starting point.
- Relevant: aligned to patient growth, not vanity metrics.
- Definite time: clear quarterly or semi-annual milestones.
A "double followers" goal brings little if it does not increase patients; prioritize objectives linked to revenue or conversions.
4 Reviews the strategy channel by channel
A solid proposal details what it will do, how and why in each area:
| Channel | Must include | Key Indicator |
|---|---|---|
| SEO | Keywords, on-page optimization, content plan | Organic traffic, ranking |
| Google Ads | Budget, keywords, bidding strategy | CPL, CPA |
| Facebook/IG Ads | Targeting, types of ads, retargeting | Leads and CPL |
| Content | Blog/network calendar, tone, frequency | Visits, engagement |
| CRM/Email | Tool, automatic flows | Lead→cite conversion |
If detail is missing (e.g. "We will run campaigns in networks" without segmentation or KPIs), the execution could be half-hearted.
5 Aligns human resources and hours
Compare the role matrix:
| Role | Hours/month | Must cover |
|---|---|---|
| Strategist | ≥8 | General plan and reporting |
| Paid Media | ≥10 | Google + Facebook Ads |
| Medical Copywriter | ≥8 | Landing, blog, ads |
| Technical SEO | ≥6 | Audits and optimization |
| Designer | ≥4 | Web creatives and ads |
| Dev web | ≥4 (post-release) | Support and improvements |
If the proposal allocates few critical hours (e.g. 2 h/month for Ads) there may be no real time to optimize campaigns.
6 Compares investment scenarios and projections
All budgets must be itemized:
- Agency fee vs media spending.
- Expected CPL per channel after 1-3 months of learning.
- Estimated ROI with average ticket and realistic conversion rate.
Reject estimates without methodology. A credible projection will show how it is calculated: "average ticket $1,200 MXN, conversion 30 %, expected leads 100 → revenue $36,000; investment $18,000 → ROI 200 %".
7 Demands transparency and access to data
Confirm that the agency:
- It will set up and share with you access to Google Analytics, Google Ads and Facebook Business Manager.
- Document conversions and source of each lead in the CRM.
- Deliver real-time dashboard (Looker Studio or other) with essential KPIs.
Without direct access you will lose control over the investment.
8 Analyzes deliverables and reporting frequency
Each month you should receive:
- Performance report (CPL, CPA, ROI, North Star Metric).
- Calendar of publications and summary of campaigns.
- List of completed and pending tasks.
Recommended meeting frequency: biweekly for the first 3 months, then monthly if the processes are already stable.
9 Evaluates specialization in health and regulatory compliance
An agency with experience in the medical sector:
- Master ethical communication (no false promises).
- Knows limitations of sensitive advertising (Google policy, Facebook health ads).
- Write accessible copy without excessive technicalities.
- Handles patient data with privacy protocols (HIPAA, GDPR, local equivalents).
Ask for examples of previous medical campaigns and verified success stories.
10 Make your decision based on value, not just price.
Comparing proposals is not choosing the cheapest. Evaluate:
- Consistency between goals and resources.
- Transparency of processes and reporting.
- Previous experience in your specialty.
- Clarity in roles and hours dedicated.
- Honest projection of CPL and ROI.
A proposal with a moderate fee but no solid plan may end up being more expensive than one with a higher investment but proven return.
Final step
Ask the agencies for a 30-minute presentation to resolve doubts and verify their mastery of the plan. This will confirm that the team knows the details and did not just deliver a generic document.
By following this checklist, you will select the agency that will provide the strategy, transparency and specialization necessary to take your clinic to the next level of recruitment and profitability.
