FAQ
Frequently Asked Questions
Straight answers about fractional CMOs, marketing budgets, and
growing an aesthetic practice.
answer either way.
The Fractional CMO Model
Working Together
Cost & Investment
Marketing Questions
About Tracy
About the Fractional CMO Model
What is a fractional CMO?
A fractional CMO is a senior marketing executive who leads your marketing part-time — setting strategy, directing the team and vendors who execute it, and owning the results — without the cost of a full-time hire
What does a fractional CMO actually do?
Owns the growth strategy, controls the budget, directs your agencies and staff, oversees paid media and search, and tightens the path from first click to booked treatment.
How is that different from a marketing consultant?
A consultant advises and hands you a plan. A fractional CMO leads the execution and stays accountable for the outcome.
Is a fractional CMO the same as a fractional marketing director?
Largely the same work. "CMO" signals broader, more strategic ownership at the executive level.
Why not just hire a full-time CMO?
Most practices can't justify one. A full-time CMO typically costs $250,000+ per year with salary and benefits; fractional leadership delivers the same seniority for a fraction of that
Working Together
Do I have to fire my agency?
No. In most cases I lead the agency you already have and hold them accountable to the plan. I only recommend changes when someone genuinely isn't delivering.
What if I already have an in-house marketer?
How much of your time do I get?
Enough to lead the strategy, direct your team, and stay close to the numbers. Exact scope is defined before we start
How long is the commitment?
Engagements typically open with a focused 90 days, then continue month-to-month or by quarter.
What happens in the first 90 days?
I audit your marketing, fix what's leaking, tighten tracking, and get the strategy running — with at least one quick win designed to help pay for the work.
Do you work with practices outside Southern California?
Yes. The work is remote by nature, though I know the Southern California market especially well.
How many practices do you work with at once?
A small number by design. Fractional leadership only works if I'm genuinely close to each practice.
Do you work with competing practices in the same market?
Cost & Investment
How much does a fractional CMO cost?
Fractional CMOs generally charge a monthly retainer, commonly ranging from a few thousand to around $10,000 per month depending on scope and practice size
Is there a lower-commitment option?
Yes — a one-time marketing audit gives you a full review of your spend, channels, funnel, and vendors, plus a prioritized action plan.
Does the retainer include ad spend?
No. The retainer covers leadership and strategy; your ad budget is separate and stays under your control.
How do I know it's working?
You'll get reporting on the numbers that matter — booked consultations, cost per new patient, and revenue per marketing dollar — not impressions and likes.
Marketing Questions Practices Ask
How much should an aesthetic practice spend on marketing?
Most established practices spend 8–12% of gross revenue. Newer practices or those pushing for growth often invest 15–20%.
How long before marketing shows results?
Should a med spa and a plastic surgery practice market the same way
Is social media enough to grow a practice?
What is AEO and GEO, and do they matter?
Do I need to discount to compete?
About Tracy
What's your background?
I've been in digital marketing since 2007, with the last decade-plus focused on aesthetic and medical practices — most recently as a marketing director managing over $1M in annual ad spend.
What kinds of practices do you work with?
Who isn't a good fit?
Ask it directly.
whether or not we end up working together.