Some qualities of a healthcare advertising agency are crucial: strategic depth, conceptual creativity, experienced medical copywriting, excellent design, great chemistry. But other qualities that many agencies have–and try to persuade their clientele are important–are meaningless and, actually, may lower the value of the work they deliver. In choosing someone to aid with pharmaceutical advertising, medical device advertising, hospital advertising, or other forms of Medical Advertising, four qualities are especially unimportant.
A “cool” office
Many ad agency principals love having a “cool” office. They look at it as proof their agency’s creativity. A few clients could even view it that way too.
By all means, an advert 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, along with 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 whatsoever. Their overhead is low, their people don’t have to commute to work (and that alone generally ensures they are happier-and potentially more productive-compared to the average worker), and their clients acquire more for their money: more value, more affordable overhead.
A large staff
An agency’s biggest expense is its people. But too many agencies have way a lot of people. It is very important retain the critical mass required to meet clients’ needs. But layers and layers of staff-account supervisors, account executives, account coordinators-not only enhance the costs; they can increase the confusion.
If they’re lucky, a customer 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 your own jobs through the agency). One other functions–market research, media planning, digital programming, print production, and so on–tend to be shared across teams inside an agency. So even though your agency has 500 employees, you’ll likely work most regularly with no more than a half dozen. The key is to keep up continuity inside your team. Way too many agencies use a “revolving door,” with personnel frequently coming and going. As a client, that creates your advertising higher priced-your agency constantly has to bring new associates approximately speed.
A “traditional” structure
Mad Menis swell, but it’s a period piece. The old-fashioned agency structure–account service in just one department distinct from (and usually 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 to the agency and agency requests towards the client-the AE is strategic-minded, tactical-minded, and working in concert using the creatives along with with media, research, along with other agency functions to generate the very best communication solutions possible.
The lowest rates
Choosing an agency simply because their rates are definitely the lowest can be a costly mistake. Instead, ask for references. Then ask the references about the agency’s cost structure and also the value they deliver–satisfied clients are likely to say, “They’re not cheap, but they’re worth the cost!”
Pinching pennies compromises the standard of your agency’s work. Advertising agencies aren’t cheap–good, experienced talent should be compensated accordingly. But consider the consequences of the decision–compromising on the ahvowl in the branding and marketing of the healthcare service or product compromises its chances for fulfillment.
In hunting for a healthcare advertising agency partner, place 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 big staff, a “classic” structure, and also the lowest rates. Choosing an agency is a huge decision. Be sure that, for all of the right reasons, you choose the best healthcare advertising agency.