Medical marketing teams have a complex job and are very often misconstrued as a sales support function.
However, if done well, modern medical marketing has the potential to change your healthcare company.
In this article, we're focusing on you, the marketing teams dedicated to the healthcare industry.
From the intricacies of medical regulations to the demanding task of engaging healthcare professionals (HCPs) and patients, your journey is marked by distinct hurdles.
Physicians are becoming more selective in whom they spend their time with, and this willingness to meet differs by speciality [1].
Around 40% of physicians refused to see sales representatives [2], and in a six-month period, HCPs had an average of thirteen interactions with sales reps due to the COVID-19 pandemic [3].
HCPs are showing a preference for digital communications, and biopharma companies are re-evaluating the role of the sales representatives altogether [4][5].
In biopharma, 29% of companies are cutting back on representative spending, while almost 50% are increasing their spending on engaging HCPs [6].
As a result, healthcare companies need to focus on digital communication and other ways to engage HCPs.
Who is AGENCY expert healthcare marketing?
Allow us to introduce ourselves – we are AGENCY, a healthcare marketing agency that specialises in medical communications, healthcare advertising, medical marketing, and product management.
We're here to be your partner and guide in overcoming these challenges and reshaping how healthcare brands connect with their audiences.
We understand you, and like you, our mission is to help people overcome their barriers to giving and seeking treatment.
This isn't just a mission statement; it's the driving force behind our every action.
What is our way of delivering this mission?
By providing compliant, creative marketing that puts your medical products in front of the people that need them the most.
Your goals are our goals, and together, we will create a path to success.
Already working with a marketing agency who doesn't quite 'get' you–these could be the challenges
Lack of expertise & industry knowledge
We understand that navigating healthcare marketing is no small feat.
One of the main challenges our clients often encounter is the absence of in-depth healthcare expertise within their team.
This knowledge gap can be a serious roadblock in an industry where precision and understanding are vital.
This is exactly where AGENCY excels.
Our expert panel has over 100 combined years of industry and healthcare experience that we
draw upon daily.
Our multi-disciplinary team represents a unique fusion of healthcare professionals, academia, and creative minds who live and breathe healthcare.
It's all about providing you with insight, not hindsight, with growth strategies powered by industry experts. That’s why we call them the A-Team.
Want to get ahead of your competition - we're your answer! Our knowledge is not only a benefit; it's your competitive advantage.
By collaborating with experts who peer review your work, you ensure that your insights and messaging are not just on point but ahead of the curve.
You will have a team of experts who can guide you through the maze of healthcare marketing theory, compliance and delivery with confidence.
Reaching & engaging target audience
In healthcare marketing, the quest to identify and connect with the right healthcare professionals and patients is like a challenging puzzle where the missing piece can significantly impact the success of your campaigns.
Navigating regulatory requirements is a skilful process to balance creativity with compliance. We understand the challenges of this quest and are here to guide you through it.
We have worked with the legal and regulatory compliance process for some of the worlds largest companies, agency side and client side
At AGENCY, our fundamental understanding of legal and regulatory ensures delivery of engaging campaigns whilst staying compliant.
What are the challenges?
Identifying and engaging with the right audience in the healthcare industry is not a simple task.
The diversity of healthcare professionals, patients, their unique needs and preferences can be overwhelming.
Many marketing teams often find themselves grappling with how to pinpoint and connect with their audience effectively.
What is the solution?
Our methodology at AGENCY does not believe in casting a wide net and hoping for the best - we aim for a more targeted approach.
Our highly targeted campaigns drive traffic to regulatory compliant websites to generate leads from physicians, providers and patients.
It's about understanding their pain points, needs, and aspirations and tailoring our approach accordingly.
Creating impactful campaigns
In the highly competitive healthcare marketing industry, the ability to develop creative and impactful campaigns is both an art and a science.
The art is in the creativity, and the science is in the planning.
It's a challenge that requires innovation, strategic thinking, and a deep understanding of the market dynamics.
We recognise these challenges and are here to equip you with the tools you need to thrive.
What is the challenge?
Let's face it – healthcare marketing is a battlefield where your campaigns are constantly fighting for attention in a crowded marketplace.
The challenge lies in not just being heard but also leaving a lasting impact.
How do you stand out?
How do you ensure your message resonates with your audience when they are inundated with information from all directions?
What is the solution?
We provide a strategy grounded in research that provides a blueprint to get products in front of people who need them most.
Through our in-depth market, stakeholder, industry, competitor, persona and product research, we provide insights to help you resonate with your target audience.
We understand that in healthcare, trust and credibility are crucial.
Our A-Team possesses 20 years of experience in healthcare creative, and this experience is reflected in every campaign we create.
We provide a marketing strategy that puts your patients first, ensuring your brand is authentic and influential when communicating with them while complying with your company's unique regulatory needs.
Our creative medical communications, sales tools, eBooks and insights put a spotlight on what really matters, and we are powered by academia to create a language patients understand.
We’re not afraid to ask the difficult questions. We always start with ‘why?’. It’s ok if you don’t have the answer, we’ll help you find it.
What is our creative process?
What makes our approach here at AGENCY truly impactful is our creative process.
Our A-Team of creative minds works collaboratively to brainstorm and refine ideas.
We think beyond the obvious, pushing the boundaries of creativity to craft campaigns that leave a lasting impression.
Measuring ROI and performance
One of the most significant challenges is accurately measuring the return on investment (ROI) of your campaigns.
Whether your efforts yield results that align with your goals is not just a puzzle; it's a crucial measure of success.
At AGENCY, we look at all the evidence and all the research before coming to conclusions.
What is the challenge?
Measuring ROI and campaign performance can be daunting, particularly in the healthcare industry.
You can make decisions on four things:
Opinion
Best Practice (which is constantly evolving)
Others Data
Your Own Data (the strongest option)
The intricate nature of the market, coupled with the need for regulatory compliance, adds layers of complexity.
As a result, many marketing teams struggle to decipher their strategies' impact on revenue and growth. At AGENCY we know that data can inform strategy.
We provide strategy grounded in research that provides a blueprint to get products in front of the physicians, providers and patients who need them most.
What is our data-driven approach?
At AGENCY, we go beyond surface-level data. Our highly targeted campaigns drive traffic to regulatory-compliant websites to generate leads from physicians, providers and patients.
Our data-driven approach to research and insights is the compass that guides our strategies.
We don't just launch campaigns and hope for the best; we meticulously track and analyse the data generated.
Our analytics capabilities are second to none. We employ advanced tools and methodologies to measure every aspect of your campaigns.
This means we can provide you with clear, quantifiable insights into how your campaigns are performing, whether it's increased website traffic, higher conversion rates, or improved brand visibility.
Keeping up with industry trends
The healthcare industry is in a constant state of transformation, driven by medical breakthroughs, changing regulations, and evolving patient expectations.
Staying updated and ahead of the curve is not just a choice; it's a necessity for success.
What is the challenge?
The healthcare industry's rapid evolution is a double-edged sword.
On one hand, it provides opportunities for innovation and growth. On the other, it poses the risk of falling behind if you fail to keep up with the latest trends and developments.
This challenge is amplified by the need to ensure your marketing strategies align with these trends.
What is our approach?
At AGENCY, we aim to sustain your brand as a thought leader throughout shifting market dynamics, regulatory changes, and evolving competition.
We provide agile marketing strategies based on insights from AGENCY's collaborations with healthcare experts and find untapped opportunities for long-term, sustainable growth.
At AGENCY, we believe in insight, not hindsight.
Limited resources and time constraints
It's common to find yourselves stretched thin, juggling multiple tasks and projects, and facing the relentless march of time in healthcare marketing.
We understand the pressures you face—limited resources and time constraints can sometimes feel like impossible barriers to achieving your goals.
What is the challenge?
Resource limitations and time constraints are challenges that marketing teams in the healthcare industry grapple with daily.
Balancing the demands of creative campaigns, regulatory compliance, and strategic planning can be overwhelming.
The question often arises: How can you deliver excellence with these constraints?
AGENCY is not just a service provider; we are a team of experts here when you need us.
We understand that your time is precious and your resources are limited.
At AGENCY, we have a deep sector expertise from healthcare industry experts to help organisations plan, execute and deliver faster.
We're your extra set of hands, your strategic thinkers, and your creative minds, all working in harmony to help you achieve your marketing objectives.
Our approach allows you to tap into our expertise exactly when and where you need it.
Generating consistent leads and sales
Creating consistent leads and sales is a challenge that requires not just a one-time effort but a sustained, strategic approach.
At AGENCY, we understand this challenge and are here to guide you in achieving consistent and measurable results.
Our creative medical communications, sales tools, eBooks and insights put a spotlight on what really matters, and we are powered by academia to create a language patients understand.
What is the challenge?
Generating leads and driving sales conversions in the healthcare sector is often complex.
The audience is diverse, the competition fierce, and the regulatory landscape demanding.
Many marketing teams struggle to ensure a steady stream of leads and conversions over time.
What is our approach?
AGENCY's approach to lead generation and sales conversion is not just about quick wins but sustainable, long-term success.
We provide a marketing strategy that puts your patients first, ensuring your brand is authentic and influential when communicating with them while complying with your company's unique regulatory needs.
At AGENCY, we look at all the evidence and all the research before coming to conclusions.
AGENCY's A-Team of experts collaborate seamlessly to craft campaigns that resonate with your target audience, driving engagement and nurturing leads through the entire customer journey.
Conclusion
In the complex and evolving world of healthcare marketing, the challenges you face are daunting but not impossible.
AGENCY is more than a service provider; we are your trusted guide, an extension of your team, a source of expertise, and a catalyst for success.
We are a team of marketers and healthcare professionals that engage your audiences with creative, copy and design while respecting the legal and regulatory nuances of the healthcare sector.
Our A-team are people who are open to new ideas, diversity, and appreciate each other’s abilities.
We provide agile marketing strategies based on insights from AGENCY's collaborations with healthcare experts and find untapped opportunities for long-term, sustainable growth.
We’re not afraid to ask the difficult questions. We always start with “why?”. It’s ok if you don’t have the answer, we’ll help you find it.
By working with us, you can achieve your marketing goals and ultimately fulfil our shared vision of helping people access the treatment they need.
Your Next Steps
The next step is yours.
We invite you to reach out, engage, and embark on this journey with AGENCY.
If you would like to hear more from AGENCY,
Want to read more about our campaigns created for growth?
Delve into compelling case studies showcasing our expertise and healthcare marketing success stories.
See how we've transformed challenges into triumphs, and let these real-world examples inspire your healthcare marketing journey.
Comments