Some qualities of the healthcare advertising agency are essential: strategic depth, conceptual creativity, experienced medical copywriting, excellent design, great chemistry. But other qualities that many agencies have–and try to persuade their clients are important–are meaningless and, in reality, may lower the value of the work they deliver. When choosing a partner to help with pharmaceutical advertising, medical device advertising, hospital advertising, or any other types of Medical Advertising, four qualities are particularly unimportant.
A “cool” office
Many ad agency principals love possessing a “cool” office. They view it as evidence of their agency’s creativity. A couple of clients might even look at it that way too.
Go ahead and, an advertisement agency should provide a comfortable and stimulating atmosphere for their staff. But most 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 protected 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 must commute to function (and this alone generally makes them happier-and potentially more productive-compared to the average worker), along with their clients get more for money: more value, less expensive overhead.
A sizable staff
An agency’s biggest expense is its people. But a lot of agencies have way too many 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 just increase the costs; they are able to add to the confusion.
If they’re lucky, a person 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 the jobs through the agency). Another functions–researching the market, media planning, digital programming, print production, etc–are often shared across teams in a agency. So even if your agency has 500 personnel, you’ll likely work most often with not more than one half dozen. The secret is to maintain continuity within your team. Too many agencies have a “revolving door,” with personnel frequently coming and going. As a client, which makes your advertising more expensive-your agency constantly must bring new associates approximately speed.
A “traditional” structure
Mad Menis swell, but it’s a period of time piece. The old-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, an excellent copywriter is also a good strategist and is regulatory-savvy. Likewise a good art director. And also the account executive is more than a “messenger” ferrying client requests towards the agency and agency requests towards the client-the AE is strategic-minded, tactical-minded, and employed in concert using the creatives as well as with media, research, and 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 a costly mistake. Instead, demand references. Then ask the references concerning the agency’s cost structure as well as the value they deliver–satisfied clients will likely say, “They’re not cheap, but they’re worth it!”
Pinching pennies compromises the caliber of your agency’s work. Advertising agencies aren’t cheap–good, experienced talent should be compensated accordingly. But think about the consequences of your decision–compromising on the ahvowl of the branding and marketing of your own healthcare service or product compromises its chances for achievement.
In hunting for a healthcare advertising agency partner, position the greatest focus on those qualities you will 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. Be sure that, for all the right reasons, you choose the best healthcare advertising agency.