Some qualities of a healthcare advertising agency are crucial: strategic depth, conceptual creativity, experienced medical copywriting, excellent design, great chemistry. But other qualities that lots of agencies have–and try to persuade their clientele are very important–are meaningless and, in fact, may lower the value of the work they deliver. In choosing a partner to assist with pharmaceutical advertising, medical device advertising, hospital advertising, or any other kinds of Medical Marketing Company, four qualities are particularly unimportant.
A “cool” office
Many ad agency principals love possessing a “cool” office. They see it as evidence of their agency’s creativity. Several clients may even look at it like that too.
By all means, an advertisement agency must provide a comfy and stimulating atmosphere for his or her staff. But most clients know who’s spending money on the agency’s ping-pong tables, stocked refrigerator, and other amenities: the customers are. The cool office is included inside 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 in any way. Their overhead is low, their people don’t need to commute to work (which alone generally makes them happier-and potentially more productive-compared to the average worker), as well as their clients have more for money: more value, less expensive overhead.
A large staff
An agency’s biggest expense is its people. But way too many agencies have way a lot of people. It is important to retain the critical mass essential to meet clients’ needs. But layers and layers of staff-account supervisors, account executives, account coordinators-not merely add to the costs; they could add to 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 the jobs with the agency). One other functions–market research, media planning, digital programming, print production, etc–tend to be shared across teams inside an agency. So even when your agency has 500 staff members, you’ll likely work most frequently with no more than one half dozen. The bottom line is to maintain continuity inside your team. Way too many agencies possess a “revolving door,” with personnel frequently coming and going. As being a client, that creates your advertising higher priced-your agency constantly needs to bring new staff as much as speed.
A “traditional” structure
Mad Menis swell, but it’s a period piece. The existing-fashioned agency structure–account service in one department distinct from (and often at odds with) the creatives in another department–is archaic.
In today’s environment, an excellent copywriter is also a good strategist and is also regulatory-savvy. Likewise a great art director. As well as the account executive is over a “messenger” ferrying client requests towards the agency and agency requests for the client-the AE is strategic-minded, tactical-minded, and doing work in concert with the creatives as well as with media, research, and other agency functions to create the very best communication solutions possible.
The lowest rates
Choosing an agency for the reason that their rates would be the lowest could be a costly mistake. Instead, demand references. Then ask the references about the agency’s cost structure and the value they deliver–satisfied clients will likely 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 must be compensated accordingly. But take into account the consequences of the decision–compromising on the ahvowl from the branding and marketing of your healthcare service or product compromises its chances for success.
In hunting for a healthcare advertising agency partner, put the greatest focus on those qualities you require most: strategic depth, creative talent, and good chemistry. De-emphasize the four least important qualities: an awesome office, a big staff, a “classic” structure, and also the lowest rates. Choosing an agency is a big decision. Make sure that, for all the right reasons, you choose the best healthcare advertising agency.