The Honest Comparison

Specialist agency vs generic agency — what's the real difference?

Most marketing agencies will take on any client. Here's what that means for aesthetic clinics in practice — versus working with an agency that only serves your industry.

Feature
Generic Agency
Aesthetic Brando
Industry knowledge
Works with any client in any industry
Exclusively aesthetic & wellness clinics — your industry is all we study
Ad compliance
May not know rules for aesthetic advertising on Google & Meta
Deep knowledge of ASA, Meta & Google policies for cosmetic treatments
Keyword strategy
Generic "beauty" or "clinic" keywords
Treatment-specific keywords mapped to real patient search behaviour
Website design
Generic healthcare or small business templates
Built around the aesthetic patient journey and treatment trust signals
Content creation
General health & wellness content
Treatment explainers, before/after frameworks, consent-aware messaging
SEO strategy
Broad local SEO with generic approach
Treatment + location keyword clusters targeting booking-intent searches
AI chatbot
None or off-the-shelf generic tools
Chatdek — proprietary AI chatbot trained for aesthetic clinics
Contract terms
Often 6–12 month lock-in contracts
Month-to-month — no lock-in, ever
Reporting
Clicks, impressions, reach metrics
Consultation bookings and enquiries — the metrics that matter
Onboarding time
4–8 weeks (time spent learning your industry)
1–2 weeks (we already know your industry)

The bottom line

A generic agency will spend the first few months learning your industry. A specialist agency already knows it. That difference shows up in results — and in how quickly you see them.