The agency model
Rent forever.
Pay $12–14K/month indefinitely. Vendor owns the playbook. Ad budgets stay small. Consultant sits outside your business. Year two costs the same as year one.
Growth partnership proposal
Build the practice.
Own the machine.
A growth partnership built to make Dr. Benjamin Liliav the authority — and leave Exceptional Plastic Surgery with the team, systems, audience, and operating brain to keep winning.
Most practices rent their marketing forever.
You're going to own yours.
Prepared forDr. Benjamin LiliavFounder · Exceptional Plastic Surgery
01 · The difference
An asset,
not a bill.
Every agency in Miami will happily sell you the same thing: a monthly retainer that never ends. The content is theirs. The systems are theirs. The know-how is theirs. The day you stop paying, the machine stops running — and you start from zero.
This engagement is built on the opposite premise. Over the first six months, I embed with you as your Chief Marketing Officer and we build two things side by side: the practice — the systems, team, and sales process that turn attention into booked surgeries — and the brand machine — the content engine that makes Dr. Liliav the most visible surgeon in Brickell.
Then comes the part no agency will ever offer you: I work myself out of the biggest line item. Between months 7 and 12, I transition from hands-on CMO to advisor. The team we hired and trained stays with you. The systems stay with you. The audience stays with you. And your monthly investment drops by almost half.
My job is to build a machine so good
that you no longer need to rent one.
that you no longer need to rent one.
This model
Build to own.
Build phase at $10K/month. Your team, systems, and audience are documented and owned by you. By months 7–12, you keep it running at approximately $6K/month.
02 · Miami market research · Tier 1
High-volume centers:
the price war Dr. Benjamin should not fight.
The bottom is a bloodbath of $3K offers. Premium boutiques clear two to three times higher fees on identical procedures — sold on trust, not discounts.
Seduction Cosmetic Center
Largest funnel in the category. Lipo 360 “from $3,000,” aggressive financing pages, free consultations, bilingual content, and heavy SEO on every “cost in Miami” keyword.
CG Cosmetic / Avana / Moon / New Life
Rotating multi-surgeon rosters, $500-deposit specials, package pricing, recovery-house partnerships, and a trust anchor weakened by publicized fines and lawsuits.
Xiluet · Dr. Benjamin's current home
Mid-market player with financing-forward offers and free consults. Dr. Benjamin's personal reviews and results are the practice's strongest asset — and currently build Xiluet's brand, not his.
Lipo 360 price positioning · USD
The premium seat in Brickell is empty. We take it.
03 · The strategy
Two brands.
One engine.
Brickell has no established high-volume-caliber surgeon of its own. We fill that gap with two brands built to feed each other.
Dr. Benjamin
Liliav
Seven years as the highest-producing surgeon at one of Miami's busiest centers. Over 1,000 surgeries a year. The skill is proven — what's missing is the spotlight.
We build his personal brand around documented results: case studies, before-and-afters, patient journeys, a YouTube channel that answers the exact questions patients ask, and a media presence that makes him the name AI and Google recommend.
Miami already trusts his hands.Now Brickell learns his name.
Exceptional
Plastic Surgery
The company brand converts attention into revenue: CRM and speed-to-lead systems, DM and follow-up funnels, consult-conversion sales process, reviews, Meta campaigns, and SEO + AI-search optimization that wins Google organically.
It runs on documented playbooks — so it works whether or not any one person, including me, is in the room.
The doctor builds trust.The machine books surgeries.
Every piece of content builds authority. Every system captures the demand authority creates. You own both sides.
04 · Your fractional CMO
Not a vendor.
Your marketing executive.
Agencies give you an account manager. You're getting a CMO — inside the business, accountable to you, measured on booked surgeries.
Strategy & positioning ownership
Brand architecture, offer design, pricing psychology, and the quarterly growth plan. One person accountable for the whole picture — not five vendors pointing at each other.
The spotlight system
Case studies, before-and-after storytelling, patient journeys, and PR-ready assets. Seven years of surgical results become the proof library that closes consults.
YouTube strategy — led by me
Long-form authority content: procedure explainers, results breakdowns, and patient stories. A trust engine that compounds for years and feeds AI-search results.
My tools, installed in your business
AI-assisted content and lead-nurture systems, DM funnels, consult-conversion scripts, reactivation campaigns, and speed-to-lead automation — installed and documented as yours.
Recruit, train & run your team
I hire, onboard, and manage the in-house brand team, build their SOPs, and run the weekly cadence — so the team performs without me by handoff.
Measured on money
A weekly scorecard tracks cost per lead, consults booked, show rate, close rate, and revenue per campaign. If it doesn’t move bookings, we cut it.
05 · My tools · The operating system
The brain behind
the machine.
An AI operating brain trained on your business. Every SOP, winning ad, CRM data point, and piece of copy feeds it. When I hand over, the brain stays.
SOPs & playbooksYour copy & scriptsTraining docsSocial resultsCRM dataEmail & DMs
The practice brainInstitutional memory,
Institutional memory,
owned by the institution.
VentureYour business truth
WorkstreamPer task, per channel
LearningsFrom you and itself
TestingWhat works
The payoffOutput & bookings ↑Time & cost to retrain ↓
Sounds like you.
Works like a system.
06 · The roadmap
Built to
hand over.
Year one builds it. Year two, you own it at half the cost.
- Brand architecture for Dr. Liliav + Exceptional; positioning, offers, and ideal patient profile.
- CRM, speed-to-lead, and consult-conversion process installed and trained with the team.
- In-house team recruited; content engine and filming cadence launched.
- Website conversion fixes, tracking installation, and YouTube channel architecture.
- Paid campaigns live on Meta; SEO and AI-search optimization compounds underneath. Budget scales only as close rates prove out.
- YouTube authority series publishing weekly; case-study library growing every month.
- Weekly money scorecard: cost per consult, show rate, close rate, revenue per campaign.
- Every process documented into the playbook as we go — nothing lives in anyone’s head.
- The transition no agency offers: team and workflows become yours from approximately month 7.
- Your team runs the machine; monthly investment moves from $10K toward the $5,750 gold standard.
- I remain available on demand — light advisory retainer or per-project support.
- You own the brand, audience, content library, tech stack, and playbook. Permanently.
07 · Investment · Advertising
Ads, setup
& advisory.
Advertising stays separate and transparent — the budget is yours, paid straight to the platform, and management is priced to scale with results, never against them.
Ad budget
Meta only: engagement campaigns that grow the audience and acquisition campaigns that bring patients into the med spa and surgical consults. Paid directly to Meta — never marked up. Google is won organically via SEO and AI-search.
Ad management
10% of monthly ad spend. Percentage-based pricing means the media team only earns more by profitably scaling yours.
Ad campaign & account setup
Ad-account architecture, pixel and conversion tracking, audience build-out, and the creative-testing structure for engagement and acquisition campaigns.
Advisory on demand
After handoff I remain available for tweaks, advice, and new campaigns — on a light monthly retainer or per-project basis.
08 · Investment
Simple math,
built to shrink.
The investment front-loads the build, then steps down as your people and systems take over.
In-House Brand Team — the machine you keep
Content producer/editor, social & community manager, funnel & CRM operator. Recruited, trained, and systemized. All output and systems owned by the practice.
Fractional CMO — Carlo Medina
Strategy ownership, YouTube strategy, case-study and spotlight system, AI and funnel toolkit, team leadership, and weekly money scorecard. This is the layer that exits at handoff.
CRM initiation & setup — one-time
Automated lead capture from every channel, speed-to-lead protocols, follow-up sequences, pipelines, reporting dashboard, and team training. Built once, owned by the practice.
Build phase · Months 1–6
CMO + full in-house team · + $4,000 one-time setup (CRM $3,000 · ads $1,000)
$10,000/moOwnership phase · From ≈ Month 7
Remove the CMO layer — keep the team, workflows, systems, and audience.
$5,750–6,000/mo09 · Side by side
Rent,
or own.
The difference is not one more deliverable. It is whether the value compounds inside your business or disappears when the invoice stops.
| Decision | Typical agency retainer | Ethos partnership |
|---|---|---|
| Monthly cost | $12,000–14,300/mo + setup fees — forever | $10,000/mo build phase → ≈ $6,000/mo after handoff · $4,000 one-time setup |
| Who owns the machine | The agency. Stop paying, it all stops. | You. Team, systems, content library, audience — yours from day one. |
| Leadership | Outside consultant, one of several clients | Embedded fractional CMO, accountable inside your business |
| Ad budget ambition | ~$3,000/mo conservative spend | Scaled on proof up to $20,000/mo — built for market dominance |
| Ad management fee | Flat $2,500/mo — 83% of a $3K budget | 10% of spend — aligned with scaling what converts |
| YouTube & authority | Short-form social content packages | Full YouTube authority strategy led personally by your CMO |
| Team | Agency staff, shared across clients | Your in-house team, hired and trained for you alone |
| Exit | Cancel = start over from zero | Exit is the plan: by month 7–12 you run it without me |
| Year-two cost | $144,000+ | ≈ $72,000 or less — almost half |
Figures in the typical-agency column reflect standard market retainers for comparable scopes in the Miami aesthetics space.
10 · The brand machine
The team
you keep.
Instead of renting an agency's staff, we build yours — lean, senior, specialized, recruited and trained by me, and loyal to your practice.
Content Producer / Editor
Filming days at the practice, editing for Instagram and YouTube, and before-and-after asset production — built for medical compliance from day one.
Social & Community Manager
Daily publishing, DM and comment conversion, community building, and reputation and review flow across Instagram, Google, and YouTube.
Funnel & CRM Operator
CRM administration, speed-to-lead under five minutes, follow-up sequences, consult pipeline tracking, and the weekly reporting dashboard.
Paid Media Team
Meta campaign build-out and daily optimization — engagement and acquisition — compensated at 10% of ad spend, aligned with scaling what converts.
SEO & AI Search Optimization
Local SEO for Brickell, Google Business Profile, and AI-search optimization — so when patients ask ChatGPT, Gemini, or Google’s AI for the best surgeon in Brickell, the answer is Dr. Benjamin.
In-house brand team · yours to keep
≈ $6,000/moEvery system, login, SOP, and asset belongs to Exceptional Plastic Surgery from day one.
11 · Investment · The value math
What $10,000
actually builds.
Assemble this capability piece by piece at market rates and here is what it costs.
And versus hiring a full-time CMO?
- True monthly cost
- $20,800 salary + benefits ≈ $27,000/mo
- What you get
- One executive — no production team attached
- Time to impact
- 3–6 months to recruit and ramp up
- Where it ends
- Salary forever, plus severance risk
- True monthly cost
- $10,000/mo all-in — CMO + full team + systems
- What you get
- CMO plus content, social, CRM & SEO specialists
- Time to impact
- Live inside the first two weeks
- Where it ends
- Steps down to $5,750/mo — and you own the machine
12 · Where this goes
Your investment steps down.
Your capability doesn't.
As your trained team takes over execution, outside fees fall — while output, quality, and accountability stay constant.
Build → Run → ManageSpend on outside execution falls.
Spend on outside execution falls.
Owned capability keeps climbing.
Outside spend Owned capability
The gold bar is the goal we optimize toward. Timing flexes with hiring pace and results so we have time to build, optimize, and transfer cleanly. After handoff, advisory remains available on a light retainer or per-project basis.
13 · Next steps
Let's build it.
- 01A working session with Dr. Liliav to align on goals, offers, and the first 90 days.
- 02Agreement signed; CMO engagement begins and team recruitment starts immediately.
- 03First filming day and CRM build inside the first two weeks — systems before spend.
- 04Ads go live once the machine can catch what they generate — then we scale on proof.
Agencies are built to keep you.Begin the working session
This partnership is built to free you.