Some qualities of healthcare marketing agencies are crucial: strategic depth, conceptual creativity, experienced medical copywriting, excellent design, great chemistry. But other qualities that a great many agencies have–and try to persuade their clientele are important–are meaningless and, in reality, may lower the price of the project they deliver. In choosing a partner to assist with pharmaceutical advertising, medical device advertising, hospital advertising, or some other forms of medical marketing communications, four qualities are especially unimportant.
Many ad agency principals love possessing a “cool” office. They see it as evidence of their agency’s creativity. Several clients might even look at it this way too.
Go ahead and, an advertisement agency should provide an appropriate and stimulating atmosphere with regard to their staff. But most clients know who’s purchasing the agency’s ping-pong tables, stocked refrigerator, and also other amenities: the customers are. The cool office is covered in the agency fees.
Don’t get hung high on the “edifice complex”–many outstanding agencies have very modest offices. Some excellent “virtual” agencies have no office by any means. Their overhead is low, their people don’t ought to commute to be effective (and this alone generally causes them to be happier-and potentially more productive-compared to the average worker), along with their clients get more with regard to their money: more value, less costly overhead.
An agency’s biggest expense is its people. But too many agencies have way a lot of people. It is essential to maintain the critical mass necessary to meet clients’ needs. But layers and layers of staff-account supervisors, account executives, account coordinators-not simply enhance the costs; they are able to enhance the confusion.
If they’re lucky, a person will continue to work closely and consistently with one agency team fulfilling the core functions: account service, copywriting, art direction, and traffic management (overseeing the scheduling and flow of your jobs throughout the agency). Other functions–market research, media planning, digital programming, print production, etc–are frequently shared across teams within an agency. So regardless of whether your agency has 500 staff members, you’ll likely work most healtthcare with no more than one half dozen. The key is to maintain continuity in your team. Lots of agencies use a “revolving door,” with personnel frequently coming and going. Like a client, that makes your advertising more costly-your agency constantly has got to bring new associates up to speed.
Mad Menis swell, but it’s a period piece. The existing-fashioned agency structure–account service in one department distinct from (in most cases at odds with) the creatives in another department–is archaic.
In today’s environment, a good copywriter is yet another good strategist and it is regulatory-savvy. Likewise an effective art director. As well as the account executive is over a “messenger” ferrying client requests on the agency and agency requests to the client-the AE is strategic-minded, tactical-minded, and operating in concert using the creatives along with with media, research, and other agency functions to produce the most beneficial communication solutions possible.
Choosing an agency mainly because their rates will be the lowest can be a costly mistake. Instead, request references. Then ask the references about the agency’s cost structure along with the value they deliver–satisfied clients may very well say, “They’re not cheap, but they’re worth it!”
Pinching pennies compromises the quality of your agency’s work. Advertising agencies aren’t cheap–good, experienced talent should be compensated accordingly. But consider the consequences of the decision–compromising on the caliber of the branding and marketing of your healthcare goods and services compromises its chances for achievement.