Some qualities of any healthcare advertising agency are necessary: strategic depth, conceptual creativity, experienced medical copywriting, excellent design, great chemistry. But other qualities that numerous agencies have–and try to convince their clientele are essential–are meaningless and, in reality, may lower the value of the work they deliver. When choosing someone to assist with pharmaceutical advertising, medical device advertising, hospital advertising, or other kinds of Healthcare Advertising Agencies, four qualities are specifically unimportant.
A “cool” office
Many ad agency principals love using a “cool” office. They see it as proof of their agency’s creativity. A couple of clients might even look at it this way too.
Go ahead and, an advertisement agency must provide a comfortable 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, along with other amenities: the customers are. The cool office is covered within the agency fees.
Don’t get hung up on the “edifice complex”–many outstanding agencies have very modest offices. Some excellent “virtual” agencies do not have office whatsoever. Their overhead is low, their people don’t need to commute to operate (and that alone generally ensures they are happier-and potentially more productive-compared to the average worker), and their clients get more for money: more value, more affordable overhead.
A sizable staff
An agency’s biggest expense is its people. But way too many agencies have way too many people. It is essential to maintain the critical mass essential to meet clients’ needs. But layers and layers of staff-account supervisors, account executives, account coordinators-not merely enhance the costs; they are able to enhance the confusion.
If they’re lucky, a client 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 with the agency). One other functions–consumer research, media planning, digital programming, print production, and so forth–are frequently shared across teams inside an agency. So even if your agency has 500 employees, you’ll likely work most frequently with not more than one half dozen. The secret is to maintain continuity in your team. A lot of agencies possess a “revolving door,” with personnel frequently coming and going. As a client, that makes your advertising more expensive-your agency constantly must bring new team members as much as 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 often at odds with) the creatives in another department–is archaic.
In today’s environment, an excellent copywriter is also a good strategist and is also regulatory-savvy. Likewise a great art director. And the account executive is more than a “messenger” ferrying client requests towards the dllezy and agency requests towards the client-the AE is strategic-minded, tactical-minded, and employed in concert with the creatives as well as with media, research, along with other agency functions to create the very best communication solutions possible.
The cheapest rates
Choosing an agency mainly because their rates are definitely the lowest can be quite a costly mistake. Instead, demand references. Then ask the references concerning the agency’s cost structure and the value they deliver–satisfied clients will likely 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 has to be compensated accordingly. But take into account the consequences of your own decision–compromising on the excellence of the branding and marketing of the healthcare product or service compromises its chances for fulfillment.
In looking for a healthcare advertising agency partner, place 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 excellent office, a huge staff, a “classic” structure, and also the lowest rates. Choosing an agency is a huge decision. Be sure that, for all the right reasons, you choose the right healthcare advertising agency.