Some qualities of a 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 persuade their customers are important–are meaningless and, in fact, may lower the value of the work they deliver. When choosing an associate to aid with pharmaceutical advertising, medical device advertising, hospital advertising, or some other kinds of Healthcare Advertising Agency, four qualities are especially unimportant.
A “cool” office
Many ad agency principals love possessing a “cool” office. They look at it as proof their agency’s creativity. A couple of clients could even view it this way too.
Go ahead and, an advert agency should provide an appropriate and stimulating atmosphere for his or her staff. But a majority of clients know who’s spending money on the agency’s ping-pong tables, stocked refrigerator, as well as other amenities: the clients are. The cool office is covered 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 zero office whatsoever. Their overhead is low, their people don’t have to commute to work (and this alone generally makes them happier-and potentially more productive-than the average worker), along with their clients acquire more for their money: more value, cheaper overhead.
A sizable staff
An agency’s biggest expense is its people. But too many agencies have way too many people. It is important to maintain the critical mass necessary to meet clients’ needs. But layers and layers of staff-account supervisors, account executives, account coordinators-not merely enhance the costs; they could 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 the jobs through the agency). One other functions–researching the market, media planning, digital programming, print production, and so forth–are often shared across teams within an agency. So even though your agency has 500 staff members, you’ll likely work most often with not more than a half dozen. The secret is to maintain continuity within your team. Way too many agencies have a “revolving door,” with personnel frequently coming and going. Being a client, that makes your advertising higher priced-your agency constantly must bring new associates up to speed.
A “traditional” structure
Mad Menis swell, but it’s a period of time piece. The previous-fashioned agency structure–account service in one department distinct from (and in most cases at odds with) the creatives in another department–is archaic.
In today’s environment, a good copywriter is yet another good strategist and is also regulatory-savvy. Likewise a good art director. And the account executive is greater than a “messenger” ferrying client requests for the agency and agency requests to the client-the AE is strategic-minded, tactical-minded, and working in concert with the creatives in addition to with media, research, along with other agency functions to produce the most efficient communication solutions possible.
The best rates
Choosing an agency mainly because their rates would be the lowest can be a costly mistake. Instead, demand references. Then ask the references regarding the agency’s cost structure and the value they deliver–satisfied clients will probably say, “They’re not cheap, but they’re worth it!”
Pinching pennies compromises the standard of your agency’s work. Advertising agencies aren’t cheap–good, experienced talent must be compensated accordingly. But take into account the consequences of your decision–compromising on the ahvowl of the branding and marketing of the healthcare service or product compromises its chances for fulfillment.
In looking for a healthcare advertising agency partner, place the greatest emphasis on those qualities you will need most: strategic depth, creative talent, and good chemistry. De-emphasize the four least important qualities: an excellent office, a huge staff, a “classic” structure, as well as the lowest rates. Choosing an agency is a major decision. Be sure that, for the right reasons, you select the right healthcare advertising agency.