Some qualities of any healthcare advertising agency are necessary: strategic depth, conceptual creativity, experienced medical copywriting, excellent design, great chemistry. But other qualities that lots of agencies have–and attempt to persuade their clientele are important–are meaningless and, in reality, may lower the value of the task they deliver. When choosing a partner to aid with pharmaceutical advertising, medical device advertising, hospital advertising, or other types of Medical Marketing, four qualities are specifically unimportant.
A “cool” office
Many ad agency principals love using a “cool” office. They view it as proof of their agency’s creativity. Several clients could even see it that way too.
Go ahead and, an ad agency should provide a comfy and stimulating atmosphere for staff. But a majority of clients know who’s paying for the agency’s ping-pong tables, stocked refrigerator, as well as other amenities: the customers are. The cool office is covered within the agency fees.
Don’t get hung up on the “edifice complex”–many outstanding agencies have very modest offices. Some excellent “virtual” agencies have no office in any way. Their overhead is low, their people don’t need to commute to work (and this alone generally makes them happier-and potentially more productive-compared to average worker), along with their clients have more for money: more value, cheaper overhead.
A large staff
An agency’s biggest expense is its people. But too many agencies have way too many people. It is very important keep up with the critical mass necessary to meet clients’ needs. But layers and layers of staff-account supervisors, account executives, account coordinators-not just enhance the costs; they can 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 your own jobs from the agency). The other functions–researching the market, media planning, digital programming, print production, and so forth–are often shared across teams in a agency. So even if your agency has 500 staff members, you’ll likely work most regularly with a maximum of a half dozen. The secret is to keep up continuity in your team. Too many agencies possess a “revolving door,” with personnel frequently coming and going. As a client, that makes your advertising more costly-your agency constantly has to bring new associates as much as speed.
A “traditional” structure
Mad Menis swell, but it’s a period of time piece. The existing-fashioned agency structure–account service in just one department distinct from (and in most cases at odds with) the creatives in another department–is archaic.
In today’s environment, a great copywriter is another good strategist and it is regulatory-savvy. Likewise a good art director. And the account executive is over a “messenger” ferrying client requests towards the dllezy and agency requests to the client-the AE is strategic-minded, tactical-minded, and doing work in concert using the creatives along with with media, research, as well as other agency functions to create the most efficient communication solutions possible.
The lowest rates
Choosing an agency simply because their rates are the lowest can be quite a costly mistake. Instead, ask for references. Then ask the references concerning the agency’s cost structure as well as the value they deliver–satisfied clients will probably say, “They’re not cheap, but they’re worthwhile!”
Pinching pennies compromises the quality of your agency’s work. Advertising agencies aren’t cheap–good, experienced talent should be compensated accordingly. But take into account the consequences of the decision–compromising on the excellence of the branding and marketing of your healthcare service or product compromises its chances for success.
In hunting for a healthcare advertising agency partner, position the greatest increased exposure of those qualities you will need most: strategic depth, creative talent, and good chemistry. De-emphasize the 4 least important qualities: an excellent office, a big staff, a “classic” structure, and also the lowest rates. Choosing an agency is a big decision. Be sure that, for the right reasons, you choose the best healthcare advertising agency.