Some qualities of the healthcare advertising agency are essential: strategic depth, conceptual creativity, experienced medical copywriting, excellent design, great chemistry. But other qualities that lots of agencies have–and try to persuade their clientele are important–are meaningless and, actually, may lower the value of the work they deliver. When choosing an associate to aid with pharmaceutical advertising, medical device advertising, hospital advertising, or any other forms of Hospital Advertising, four qualities are particularly unimportant.
A “cool” office
Many ad agency principals love using a “cool” office. They look at it as proof their agency’s creativity. A couple of clients may even look at it like that too.
Go ahead and, an advertisement agency must provide an appropriate and stimulating atmosphere for his or her staff. But many 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 protected 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 operate (and that alone generally ensures they are happier-and potentially more productive-compared to average worker), as well as their clients get more for money: more value, cheaper overhead.
A big staff
An agency’s biggest expense is its people. But way too many agencies have way too many people. It is essential to keep up with the critical mass required to meet clients’ needs. But layers and layers of staff-account supervisors, account executives, account coordinators-not just enhance the costs; they are able to increase the confusion.
If they’re lucky, a customer works 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 through the agency). One other functions–researching the market, media planning, digital programming, print production, etc–are often shared across teams in a agency. So even though your agency has 500 staff members, you’ll likely work most frequently with no more than one half dozen. The secret is to keep continuity in your team. A lot of agencies use a “revolving door,” with personnel frequently coming and going. As being a client, that creates your advertising more costly-your agency constantly needs to bring new team members as much as speed.
A “traditional” structure
Mad Menis swell, but it’s a period 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 great copywriter is another good strategist and is also regulatory-savvy. Likewise an excellent art director. And also the account executive is greater than a “messenger” ferrying client requests towards the agency and agency requests towards the client-the AE is strategic-minded, tactical-minded, and doing work in concert with all the creatives as well as with media, research, as well as other agency functions to produce the very best communication solutions possible.
The best rates
Choosing an agency mainly because their rates are definitely the lowest could 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 likely 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 take into account the consequences of the decision–compromising on the ahvowl from the branding and marketing of the healthcare service or product compromises its chances for achievement.
In searching for a healthcare advertising agency partner, position the greatest increased exposure of those qualities you need most: strategic depth, creative talent, and good chemistry. De-emphasize the 4 least important qualities: an awesome office, a large staff, a “classic” structure, and also the lowest rates. Choosing an agency is a big decision. Ensure that, for all the right reasons, you choose the best healthcare advertising agency.