Christopher Suchánek’s journey to becoming a marketing expert is a unique and inspiring one. From his early days of navigating the Hollywood music scene of the 1990s to founding Firm Media, his journey is a testament to his adaptability and innovative spirit. Firm Media in Ontario, California, is a leading agency specializing in medical marketing, where Chris applies his expertise to help plastic surgery, med spa, and oral surgery practices thrive in the digital age. In this exclusive interview, Chris shares his insights on the evolving landscape of marketing, the power of AI, and his vision for the future of Firm Media.
Interviewer:
What inspired you to start Firm Media, and what’s your vision for the company’s future?
Christopher Suchánek:
My journey into specialty medical marketing is unconventional. It all started in the 1990s music scene, where I delved into guerrilla marketing and publicity, navigating a pre-internet world with determination. I was a songwriter, playing in bands, and I realized I was tired of seeing my music go to waste when these bands inevitably broke up. I decided to take my skills and apply them to other bands, helping them navigate the industry and get their music heard. I even got to work on a team that won a Grammy, which was a game-changer for me. But then the internet came along and disrupted the music industry, and I found myself at a crossroads.
I decided to return to school and eventually landed a job working with plastic surgeons, which opened my eyes to the world of digital marketing in the medical field. I realized I could bring my experience and expertise to this industry and help medical practices grow. That’s how Firm Media was born.
My vision for Firm Media is to be more than just a marketing agency. I want us to be true partners with our clients, fostering a collaborative relationship that helps them achieve their financial goals and make a real difference in the lives of their patients. We’re not just about delivering results; we’re about building relationships, fostering innovation, and pushing the boundaries of what’s possible in medical marketing.
Interviewer:
What sets Firm Media apart, and what’s your ‘secret’ to success in speciality medical verticals?
Christopher Suchánek:
While there are many good agencies, Firm Media stands out due to our comprehensive approach and relentless pursuit of excellence. We strive to excel in all areas of marketing, from media development and SEO to social media advertising, rather than specializing in just one.
Our “secret” lies in understanding the client’s target audience and their needs. We don’t just focus on technical expertise; we delve into the demographics and motivations of the patients our clients want to reach. This allows us to develop strategies that are both effective and tailored to each practice’s unique goals.
For example, in the oral surgery space, we recognize that the primary decision-maker is often who we refer to as the sandwich generation, the Mother, juggling the needs of her children, parents, and possibly even her spouse. This knowledge allows us to target our marketing efforts effectively and achieve better results.
We also understand the importance of aligning marketing strategies with financial goals. We identify top-line revenue drivers and focus on procedures that will have the most significant impact on a practice’s bottom line. At Firm Media, we believe in building repeatable systems that ensure high-quality results, regardless of who is on the team. This allows us to maintain consistency and deliver exceptional work every time.
Interviewer:
Can you share a specific success story where Firm Media’s marketing strategies significantly impacted a practice’s growth? What were the key elements of that success?
Christopher Suchánek:
One success story that truly showcases the impact of our work is our recent collaboration with Dr. Michael Decherd in San Antonio, Texas. I’ve known Dr. Decherd for over 20 years, and it’s been incredible to witness his practice’s growth. We started by helping him launch a new med spa to complement his plastic surgery practice, designing a beautiful website that generated a lot of buzz, and implementing SEO strategies that significantly boosted his online visibility.
We also helped him integrate a new partner, Dr. Matthew Isakson, which required a strategic approach to ensure both doctors were busy. We focused on building Dr. Isakson’s online presence, and within six months, he was booked solid.
The key elements of this success story are multifaceted. First and foremost, Dr. Decherd and his team truly treat us as consultants, trusting our expertise and allowing us to implement the strategies we know will work. This collaborative approach is essential for achieving the best results.
Secondly, we focused on top-line revenue drivers, identifying the most profitable procedures and focusing our marketing efforts on those. This ensured that our marketing efforts directly contributed to the practice’s financial goals.
Finally, our data-driven approach allowed us to track our progress closely and adjust as needed. By monitoring the data and responding to the results, we were able to optimize our strategies and ensure we were meeting our practice’s growth goals.
This case exemplifies how Firm Media’s comprehensive approach, dedication to client success, and data-driven strategies can lead to significant growth for medical practices.
“We’re a smaller practice in a niche market, so we have some specific needs. Firm Media really listened and created a customized marketing strategy that works perfectly for us. They’re super responsive and always have valuable suggestions. Honestly, the results speak for themselves.”
– Dr. Matthew Isakson, San Antonio Plastic Surgery Institute
Interviewer:
What emerging trends in medical marketing are you most excited about, and how is Firm Media preparing to leverage them for its clients?
Christopher Suchánek:
One trend I’m particularly enthusiastic about is what we call OmniBlend Advertising™. It’s a mixed-media marketing strategy that combines traditional and digital tactics to create a powerful, multi-touchpoint experience for potential patients.
Imagine you’re opening a new med spa, or you’ve taken over an existing OMS practice and need to re-establish brand awareness. OmniBlend Advertising™ allows us to geofence a specific radius around your practice, identify the ideal households with the right demographics, and then target them with a coordinated campaign across various channels.
We send postcards to their mailbox, TV commercials to their streaming services, social media ads to their feeds, and even local service ads to their Google searches. This creates a surround-sound effect, ensuring your brand is top-of-mind when they are considering their options.
Even more exciting is that OmniBlend Advertising™ allows for a level of targeting that wasn’t possible just a few years ago. We can pinpoint the exact households most likely to be interested in your services, making the campaign incredibly efficient and cost-effective.
This approach is all about creating multiple touchpoints with potential patients, maximizing brand awareness, and ultimately driving them to your practice.
Interviewer:
What steps are you taking to ensure Firm Media remains at the forefront of AI?
Christopher Suchánek:
At Firm Media, we’re committed to staying ahead of the curve when it comes to AI in specialty medical marketing. We’re constantly exploring new ways to leverage AI to benefit our clients and improve our services. Here’s how we’re doing that:
- Thought Leadership: I’m actively involved in educating the industry on the impact of AI through speaking engagements, podcasts, and articles in publications like Forbes™ Agency Council and Brainz™ Magazine.
- Strategic Applications: We use AI to enhance our marketing strategies, including market research, competitor analysis, and brand positioning.
- AI-Powered Tools: We’re exploring and incorporating AI tools that can automate tasks, improve efficiency, and enhance decision-making.
One area where AI is already making a significant impact is strategy development. We can now access and analyze data at a speed and accuracy that was previously impossible. This allows us to develop more effective and targeted campaigns for our clients.
AI is rapidly changing the marketing landscape, and we’re committed to staying at the forefront of these advancements. By embracing AI and incorporating it into our strategies, we can deliver even better results for our clients and help them achieve their revenue goals.
Interviewer:
Beyond the business aspect, what impact do you hope Firm Media has on the specialty medical industries as a whole?
Christopher Suchánek:
I hope Firm Media can elevate the marketing standards of specialty medical industries and foster true partnerships between agencies and medical practices. For too long, the industry has been plagued by a lack of understanding and communication between agencies and their clients.
I believe that Firm Media can bridge this gap by demonstrating the value of genuine collaboration and a deep understanding of the client’s needs and wants.
One of the key shifts I hope to see is moving away from trust-based relationships to value-based ones. In the early days of digital marketing, trust was often the primary factor in securing a client. However, value should be the cornerstone of any successful agency-client partnership.
As I discussed in my Forbes article, if an agency can consistently deliver results and help a practice achieve its financial goals, the relationship will be strong and long-lasting.
By focusing on value and delivering measurable results, Firm Media can inspire other agencies to raise their standards and build stronger, more beneficial relationships with their clients. Ultimately, this will lead to a more sophisticated and effective medical marketing landscape that benefits both doctors and patients.
Interviewer:
What advice would you give medical professionals looking to improve their marketing efforts?
Christopher Suchánek:
My advice is simple: Find a marketing partner with a proven record of producing results and who is willing to truly understand your practice’s needs and goals. Don’t be afraid to invest in marketing, but make sure it’s an investment that delivers ROI.
Remember, marketing should not be an expense but an investment that contributes to your practice’s growth and success. Look for an agency that understands your financial goals and can help you achieve them through strategic marketing.
And most importantly, don’t be afraid to try new things and embrace innovative approaches. The marketing landscape is constantly evolving, and staying ahead of the curve is essential to achieving the best results.
