5 Signs Your Aesthetics Brand Needs a Fractional CMO

Before we dive into what a fractional CMO is and whether your brand would benefit from one, let's make sure this article is for you.

This article IS for you if:

• You own or manage a brand in the aesthetics industry, including plastic surgery, cosmetic dermatology, medical spas, skin care and aesthetics devices.
• You don't know what's going on with the brand's marketing and you need someone to take charge and responsibility.
• You want your brand grow methodically, strategically and in a scalable manner through every season and marketing evolution (think AI!)
• You have multiple marketing contractors and agencies, and want to streamline your efforts.

Still here? Great! First, let's make sure we align on our definition of 'Fractional CMO.'

What is a Fractional CMO?

Also known as an outsourced Chief Marketing Officer (CMO), you can think of Fractional CMO's as part-time marketing masterminds. They're like your on-call marketing wizards, minus the responsibility - or stagnancy - of hiring a full-time executive.

Typically an independent contractor, an effective outsourced CMO brings not only marketing expertise specific to your niche, but also systems, organization and management skills.

They keep their fingers on the pulse of the latest marketing trends, from AI-driven campaigns to personalized customer journeys, ensuring your brand stays on the cutting edge - while following a strategic plan.

5 Signs You Need a Fractional CMO

1. Lack of Strategic Direction: If your marketing efforts seem reactive rather than proactive, or if you're unsure about your long-term marketing strategy, it's a sign you could benefit from the strategic direction a fractional CMO provides. An effective CMO can set a clear, strategic path for your brand’s marketing efforts.
2. Your Marketing Efforts Lack Cohesion: When your marketing campaigns feel disjointed or fail to deliver a consistent message across different channels, it’s a sign that you need a unified strategy. A fractional CMO ensures that all marketing efforts are aligned with your brand’s core message and business objectives.
3. Strong Sales or Stagnant Growth: Whether your brand is experiencing robust sales and growth or facing a plateau in market expansion, a fractional CMO can be instrumental. In times of growth, they can help systemize and amplify your success, ensuring sustainable expansion. Conversely, if your brand’s growth is stagnating, they can provide the strategic insight needed to reinvigorate your marketing efforts and reposition your brand in the market.
4. Struggling to Differentiate in a Saturated Market: In the highly competitive aesthetics industry, standing out is crucial. If your brand is struggling to differentiate itself or establishing a recognizable brand, a fractional CMO can bring strategic focus and innovative, fresh insights to help you carve out a unique market position.
5. Difficulty Balancing Marketing with Day-to-Day Operations: If your current team is overwhelmed with their operational tasks or you have too many marketers in the kitchen, hiring a fractional CMO is a viable solution to evaluate and streamline the marketing efforts.

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Personal Note:

In my 12+ years as an outsourced CMO and consultant to aesthetics brands, I've found that the best time to hire this role is before you need it. A sudden decline in sales is usually not a result of marketing and hence, cannot be fixed by marketing.

Instead, hire a CMO is when you are stable but stagnant, introducing a new department or product or are seeing a sharp increase in sales or visibility.

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Understanding the Limitations of a Fractional CMO

While fractional Chief Marketing Officers (CMOs) bring a wealth of benefits to a brand, it’s equally important to understand the limitations of their role. Knowing what a fractional CMO is not there for can help set realistic expectations and ensure a productive partnership. Here’s a breakdown of areas that typically fall outside the scope of a fractional CMO’s responsibilities:

1. Day-to-Day Operations: A fractional CMO is primarily focused on high-level strategy and direction. They are not involved in the daily operational tasks of the marketing department such as posting Instagram stories or sending out email blasts. Their role is more about providing strategic oversight rather than managing the minutiae of everyday marketing activities. Additionally, an outsourced CMO can help find the right resources to execute active marketing tasks, oversee that they are done according to strategy and evaluate their effectiveness.
2. Short-term Fixes: Fractional CMOs are most effective in long-term strategic planning and implementation. If a company is looking for a quick fix to immediate marketing problems, a fractional CMO might not be the best fit. Their value lies in developing and guiding sustainable, long-term marketing strategies.

With the rapid changes in both marketing and aesthetics, hiring a fractional CMO is key to your brand's success. Not only will they strategically elevate your brand's marketing, but they will also free up your team to do what they do best.

Ready to transform your marketing in 2024? Schedule an introductory call here .