6 Steps To Find The Best Healthcare Advertising Agency
If you’re marketing a pharmaceutical product, biotechnology product, medical device, or any other brand of health products and services, you need to have a talented healthcare advertising agency to help your branding and communications be as effective as possible. In order to find the right agency partner, there are six steps you will need to follow.
Step 1: Research
If you’re looking for an advertising agency, start your search online. To find what you’re searching for, use phrases like “healthcare advertising agency” or “medical marketing.” Visit the websites of agencies that show up in both the funded and organic search results. Visit numerous sites to learn as much as possible about the agency.
Take your time at each site and compare their particular services against other agencies reviewed online. When you are ready to select an agency partner, make sure that they stay in touch with both you and your family members throughout the process every step of the way.
Step 2: Consider core capabilities
Strategic and tactical planning? Creative branding? Web programming? Development of broadcast and print promotions? Social media management? Copywriting, editing, and proofreading? Think about what your short-term concerns are. When considering the services of a PR agency, make sure they have the capabilities that meet your needs. A word of warning: most agencies will claim to offer “full-service” as their service offering. For many agencies, these are simply designed and copywriting skills but a good agency will offer things like print production capabilities in addition to digital programming services, strategic and tactical planning expertise based on knowledge of diverse sectors of the healthcare industry, etc.
Step 3: Review Case Studies
Research the case studies your agency candidate displays on their website to see how they deliver a clear challenge, solution, and outcome. Does it appear strategic and creative in addition to efficient? Don’t focus too much on whether the case studies exactly match your needs. The goal is to assess the tasks these professionals can help with, how creative they are at solving challenges, and how much success they’ve seen their efforts have.
Step 4: Schedule a presentation
Once you have contacted agencies, schedule presentations with every one of them. Provide as much directions as possible, for example, “We want to see samples of your work in launching cardiovascular drug therapies” or even more specifically, “We’d like to hear about your experiences promoting respiratory care technologies to doctors and other health care providers. Make it clear that you want to see the agency’s best work in every sector, but that you also want half (or more) of the presentation to focus on your area of expertise. At the presentation, pay close attention to what is presented: case studies and other selling points they discuss. Not only should you assess the agency’s presentation, but also consider their ability to work well with clients. Do they seem relaxed while presenting? Are they organized and confident when answering questions? Consider how difficult or convenient it will be to collaborate with them on a regular basis for a long period of time.
Step 5. Request references
After auditioning a number of advertising agencies, decide which ones are worthy of close consideration. From that group, request three referrals from both clients currently using the agency’s services and former clients. Meet with each reference at your earliest convenience to learn about the firm’s strengths and weaknesses as well as their level of service.
Step 6: Propose a trial project
Vetting local candidate agencies carefully is one of the most critical things you can do to protect the agency’s image. Once you have found a couple that meets your standards, ask each one for a trial project until you find the perfect fit. The more projects they have with other local businesses in the region and the better they are at making relationships leads to future business. If considering potential candidates for a new advertising campaign, have them present their ideas to you. If selecting someone for an advisory board opportunity, see if they can perform well in person or via WebEx. For social media cross-promotions, test their proficiency at the task and how they will carry it out.
Once you’ve found the right agency partner, make sure to express your gratitude to anyone who pitched their ideas. Provide each one a summary of the parts they had strength in and weaknesses in regard to your company’s needs. Finally, schedule a meeting with your new partner and get started!
Many companies and business owners underestimate the value of investing in marketing that includes a skilled healthcare advertising company.