Some qualities of healthcare advertising agency are very important: strategic depth, conceptual creativity, experienced medical copywriting, excellent design, great chemistry. But other qualities that numerous agencies have–and then try to persuade their clients are very important–are meaningless and, in fact, may lower the need for the task they deliver. When selecting somebody to help you with pharmaceutical advertising, medical device advertising, hospital advertising, or another sorts of medical marketing communications, four qualities are specifically unimportant.
Many ad agency principals love using a “cool” office. They look at it as proof of their agency’s creativity. A couple of clients may even look at it this way too.
Go ahead and, an advertisement agency should provide a comfy and stimulating atmosphere with regard to their staff. But a majority of clients know who’s paying for the agency’s ping-pong tables, stocked refrigerator, and other amenities: the clients are. The cool office is included in 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 whatsoever. Their overhead is low, their people don’t must commute to work (and this alone generally makes them happier-and potentially more productive-compared to average worker), along with their clients find more for money: more value, cheaper overhead.
An agency’s biggest expense is its people. But a lot of agencies have way a lot of people. It is essential to keep the critical mass essential to meet clients’ needs. But layers and layers of staff-account supervisors, account executives, account coordinators-not just increase the costs; they may add to the confusion.
If they’re lucky, a person 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 from the agency). Other functions–consumer research, media planning, digital programming, print production, and the like–tend to be shared across teams in a agency. So regardless of whether your agency has 500 employees, you’ll likely work most healtthcare with not more than a half dozen. The trick is to preserve continuity with your team. Lots of agencies possess a “revolving door,” with personnel frequently coming and going. Being a client, which enables your advertising more pricey-your agency constantly has to bring new associates around speed.
Mad Menis swell, but it’s a period piece. The existing-fashioned agency structure–account service in a single department distinct from (and often at odds with) the creatives in another department–is archaic.
In today’s environment, an effective copywriter is another good strategist and it is regulatory-savvy. Likewise an excellent art director. And also the account executive is over a “messenger” ferrying client requests to the agency and agency requests towards the client-the AE is strategic-minded, tactical-minded, and working in concert together with the creatives and also with media, research, and also other agency functions to make the most effective communication solutions possible.
Choosing an agency for the reason that their rates are the lowest can be a costly mistake. Instead, demand references. Then ask the references in regards to the agency’s cost structure along with the value they deliver–satisfied clients are likely to say, “They’re not cheap, but they’re worthwhile!”
Pinching pennies compromises the grade of your agency’s work. Advertising agencies aren’t cheap–good, experienced talent needs to be compensated accordingly. But think about the consequences of your decision–compromising on the grade of the branding and marketing of your own healthcare services or products compromises its chances for success.