Some qualities of any healthcare advertising agency are necessary: strategic depth, conceptual creativity, experienced medical copywriting, excellent design, great chemistry. But other qualities that many agencies have–and try to convince their customers are essential–are meaningless and, actually, may lower the value of the job they deliver. When choosing someone to assist with pharmaceutical advertising, medical device advertising, hospital advertising, or any other kinds of Healthcare Advertising Agencies, four qualities are specifically unimportant.
A “cool” office
Many ad agency principals love having a “cool” office. They look at it as proof of their agency’s creativity. A couple of clients could even see it that way too.
Go ahead and, an ad agency must provide a comfortable and stimulating atmosphere for his or her 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 included 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 zero office in any way. Their overhead is low, their people don’t need to commute to work (which alone generally means they are happier-and potentially more productive-compared to the average worker), along with their clients have more for money: more value, more affordable overhead.
A big staff
An agency’s biggest expense is its people. But way too many agencies have way a lot of people. It is very important retain 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 could add to the confusion.
If they’re lucky, a client will 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 with the agency). One other functions–consumer research, media planning, digital programming, print production, and so on–tend to be shared across teams within an agency. So even when your agency has 500 staff members, you’ll likely work most regularly with no more than a half dozen. The secret is to keep up 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 has to bring new associates 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 usually at odds with) the creatives in another department–is archaic.
In today’s environment, a good copywriter is another good strategist and is regulatory-savvy. Likewise a great art director. And also the account executive is over a “messenger” ferrying client requests to the dllezy and agency requests to the client-the AE is strategic-minded, tactical-minded, and employed in concert with all the creatives as well as with media, research, as well as other agency functions to produce the most efficient communication solutions possible.
The cheapest rates
Choosing an agency mainly because their rates would be the lowest could be a costly mistake. Instead, request references. Then ask the references regarding the agency’s cost structure and also the value they deliver–satisfied clients are likely to say, “They’re not cheap, but they’re worthwhile!”
Pinching pennies compromises the caliber of your agency’s work. Advertising agencies aren’t cheap–good, experienced talent should be compensated accordingly. But consider the consequences of your decision–compromising on the excellence of the branding and marketing of the healthcare product or service compromises its chances for fulfillment.
In hunting for a healthcare advertising agency partner, put the greatest increased exposure of those qualities you need most: strategic depth, creative talent, and good chemistry. De-emphasize the four least important qualities: an awesome office, a huge staff, a “classic” structure, and the lowest rates. Choosing an agency is a huge decision. Ensure that, for all the right reasons, you select the right healthcare advertising agency.