Project or Retainer: Which Is Best for Your Private Practice Marketing?

When it comes to marketing your private practice, there are a lot of options out there, and that can feel overwhelming.

One of the first decisions you’ll need to make is how to structure your relationship with a marketing consultant. Some consultants work on a project basis, while others operate on a monthly retainer.

We offer both options.

So, what’s the difference, and which is right for you? Each has its strengths and trade-offs. 

Here’s an honest look at both options so you can decide what fits your practice best.

Project-Based Marketing: Fast and Focused

With a project-based model, you get a lot done quickly. This is ideal if your practice has a solid marketing budget and needs results fast.

In just a few months, you can often knock out the essentials:

• Brand strategy
• Logo design
• Website copy and development
• Marketing collateral
  

If speed is a priority, project work might be the way to go.

Pros:

• Fast turnaround
• High-quality deliverables
• Defined scope and clear outcomes

Cons:

• Higher upfront cost—you’re paying for speed and focus
• Once the project ends, you’re generally on your own
• Marketing requires ongoing adjustments—and this model doesn’t include that

It’s important to remember that even the best website won’t help if you’re not consistently driving the right people to it.

Some agencies offer payment plans, but we don’t because we also offer an alternative: monthly retainers.

Retainer-Based Marketing: Long-Term Growth

Personally, we love working with clients on a retainer. It allows us to build a long-term relationship and become true partners in your growth.

This model is especially helpful for newer or smaller practices that want access to high-quality marketing support without the steep upfront price tag.

Marketing isn’t a one-and-done task. It’s an ongoing process of testing, learning, and improving. 

A retainer allows us to monitor results over time and make adjustments to improve performance.

Pros:

• An affordable monthly investment
• Ongoing support and improvements
• Deep understanding of your business over time

Cons:

• Slower pace, ideal for long-term growth, not quick fixes
• Not suitable if you urgently need leads today

If your practice is in crisis mode and needs immediate lead generation, our brand-first approach won’t be the best fit. In that case, you might consider a lead-gen-focused agency.

So, Which One’s Right for You?

It all depends on your goals, timeline, and budget.

There’s no wrong answer—just make sure the model you choose aligns with your needs.

Ask yourself:

• How quickly do I need marketing work completed?
• Can I afford a larger short-term investment?
• How much emotional bandwidth can I put into this in the next few months?
• Am I equipped to make the most of what we create together once a project is complete, or do I need ongoing support?

We offer both options, though even our project work is built around long-term brand strategy, not short-term lead generation. If you’re looking to develop a strong marketing foundation—either quickly or gradually—we’d love to help.