Separate three different costs
Medical marketing costs in Istanbul should not be reduced to one monthly figure. Separate asset preparation, ongoing management and the amount spent on advertising platforms. Compare deliverables, responsibilities and target markets.
| Cost | Possible scope | How to review it |
|---|---|---|
| Preparation | Brand, website, landing pages, photography, translation and integrations | Defined deliverables and setup phases |
| Management and production | Content, design, campaign management and reporting | Work included during the agreed period |
| Advertising spend | Money paid to platforms to show advertisements | Approved spending cap and reporting |
What changes the cost?
Service and audience
A clinic serving a local area has a different starting brief from a medical tourism company serving several countries.
Languages and content
Agree writing, translation, review, design and landing pages for each language, including who approves them.
Existing assets
Review whether the current website, identity, images and accounts are usable before assuming they remove the need for work.
Execution and integrations
Content production, campaigns, CRM and follow-up automation need separate scope definitions.
Start with a test your team can follow up
Choose a service and a defined market to begin with. Agree a spending cap, review period and reply process. Expanding before understanding enquiry quality makes evaluation harder.
No amount in this guide guarantees patients or sales. Costs depend on the market, message, competition and landing page. Use estimates, test and review actual results.
- The services to promote first.
- Markets and languages the team can support.
- The destination page or enquiry route.
- Who replies and records the outcome.
- The criteria for reviewing, expanding or stopping.
Message volume is not the only measure
Agree what makes an enquiry relevant, then record its outcome: replied, follow-up required, appointment confirmed by the team or unsuitable. This tells you more than the number of messages alone.
Agree ownership of campaign information and what reports include. A contact-button click does not confirm a booking or sale.
| Signal | What it tells you |
|---|---|
| Contact click | Interest in starting, not a confirmed message |
| Relevant enquiry | A suitable service and market under an agreed definition |
| Follow-up outcome | An outcome recorded by the team or its system |
| Appointment or contract | A result confirmed by the responsible person |
Clarify the agency and client responsibilities
An agency can manage the agreed scope without an internal marketing team. You still need someone to approve information and someone to handle enquiries. Medical details, appointments and pricing remain with the responsible client team.
Do not send patient information through an agency enquiry form. For marketing or follow-up integrations, agree what information is necessary and who can access it.
Prepare a useful brief for a proposal
Share your services, markets, languages, existing assets, the work you want the agency to handle and your budget boundaries or scope to compare. A perfect brief is not required; enough context helps us ask better questions.
- What is included, and what needs a separate agreement?
- Is platform spend separate from agency fees?
- Who writes, translates and approves content?
- What revisions, reports and review schedule are included?
- Who owns the accounts, website and deliverables?
Common questions
Do management fees include advertising spend?
Do not assume they do. Ask for platform spend, management fees and spending reports to be separated.
Can we start without an internal marketing team?
Yes. Agree the agency scope, content approval and a client-side person or team responsible for enquiries.
Can you quote before understanding the project?
A defined package can have a price when its deliverables are clear. A custom scope needs a brief covering services, languages, markets and assets.
