Some qualities of medical marketing company are essential: strategic depth, conceptual creativity, experienced medical copywriting, excellent design, great chemistry. But other qualities that numerous agencies have–and try to persuade their clients are very important–are meaningless and, actually, may lower value of the task they deliver. When picking somebody to help you with pharmaceutical advertising, medical device advertising, hospital advertising, or any other types of medical marketing communications, four qualities are specifically unimportant.
Many ad agency principals love using a “cool” office. They look at it as evidence of their agency’s creativity. A few clients might even view it like that too.
By all means, an advertisement agency must provide a comfortable and stimulating atmosphere for their staff. But many clients know who’s spending money on the agency’s ping-pong tables, stocked refrigerator, and also other amenities: the clients are. The cool office is included from the agency fees.
Don’t get hung up on the “edifice complex”–many outstanding agencies have very modest offices. Some excellent “virtual” agencies have zero office at all. Their overhead is low, their people don’t must commute to work (and therefore alone generally ensures they are happier-and potentially more productive-than the average worker), in addition to their clients have more for money: more value, less expensive overhead.
An agency’s biggest expense is its people. But a lot of agencies have way a lot of people. It is very important keep the critical mass needed to meet clients’ needs. But layers and layers of staff-account supervisors, account executives, account coordinators-not only improve the costs; they are able to increase the confusion.
If they’re lucky, a client works 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 the jobs with the agency). Other functions–researching the market, media planning, digital programming, print production, and so forth–tend to be shared across teams inside an agency. So even if your agency has 500 employees, you’ll likely work most healtthcare with no more than a half dozen. The trick is to keep continuity within your team. Way too many agencies possess a “revolving door,” with personnel frequently coming and going. As a client, that creates your advertising more pricey-your agency constantly needs to bring new associates around speed.
Mad Menis swell, but it’s a period piece. The old-fashioned agency structure–account service in a department distinct from (and often at odds with) the creatives in another department–is archaic.
In today’s environment, an effective copywriter is yet another good strategist and it is regulatory-savvy. Likewise a good art director. Along with the account executive is over a “messenger” ferrying client requests for the agency and agency requests on the client-the AE is strategic-minded, tactical-minded, and employed in concert together with the creatives as well as with media, research, and also other agency functions to produce the very best communication solutions possible.
Choosing an agency due to the fact their rates would be the lowest could be a costly mistake. Instead, ask for references. Then ask the references regarding the agency’s cost structure and also the value they deliver–satisfied clients will likely say, “They’re not cheap, but they’re worth every penny!”
Pinching pennies compromises the caliber of your agency’s work. Advertising agencies aren’t cheap–good, experienced talent has to be compensated accordingly. But consider the consequences of your own decision–compromising on the caliber of the branding and marketing of your healthcare services or products compromises its chances for achievement.