By definition, your healthcare advertising agency is actually a partnership arrangement. Choose this business associate carefully; it’s no ordinary vendor or supplier resource. You’re not buying latex gloves or file folders here. You’re employing a trusted professional colleague that understands your company as well as your growth goals.
Should you be buying “creative services” or “website design” where effort is measured in billable hours and also the final deliverable is a “pretty picture,” you actually don’t use a medical agency. Chances are you require more, and must expect more, than simple “consumables.”
To achieve success, the connection that you simply establish is just one where medical advertising agency stands shoulder to shoulder together with you and puts itself on the line to make tangible and measurable results.
The confusion from a “creative vendor” plus a true agency relationship is more common than you may think. We see it often inside our deal with healthcare providers, medical group practices, hospitals and medical care systems across the nation. In part, the reason for this may be that doctors and surgeons-who happen to be highly trained in the science and art of their medical discipline-tend to be not properly trained in operation or marketing.
It may also be that anyone can boast of being in “marketing.” There’s no license required and the definition is normally loosely interpreted. You require check out your reception area to locate a “marketing person” that is selling refrigerator magnets, phone directory display space or flashy website assembly.
Some faux-marketing providers are really easy to identify, but others are not. For instance, annually we have been invited to go to or produce a presentation at various healthcare conferences and meetings. Inevitably we’ll spot an elaborate presentation that says: “We’re really creative and we’ll give you a better brand.”
It’s a polished and compelling pitch, but at its heart, it is really not far away from the folks who desire anyone to buy what they sell (like magnets), not because it’s what you need, what works or what will deliver results.
So, exactly how can you avoid classic mistakes like these and engage a qualified, professional healthcare advertising agency? Listed below are three fundamental inquiries to put you around the right course. Contemplate:
Are you willing to generate a partnership-level commitment? Selecting a medical advertising agency or medical office marketing includes bringing a specialist colleague into your confidence and trusting them the excellent as well as the not-so-good issues in the medical practice or provider platform. To really succeed, there can be no hidden agenda, quietly held problems or unstated goals.Conversely, the mutual trust factor using a medical marketing firm contains a willingness to know, understand and accept recommendations and hard decisions where these are experts…even if they are different from your own perspective. You are bringing this resource onboard for unique professional expertise. A rubber-stamp endorsement of your ideas may seem flattering, but you must expect much more. Many agencies will not accept (or will resign) a 1-way engagement.
What exactly is your tolerance for risk? The would-be medical advertising agency that courts you with words of “guaranteed success” is-in the kindest of terms-kidding you. (You may now politely adjourn the meeting.) The fact is that you have no absolute assurances of results. Marketing and advertising involves some component of risk. But, as in the practice of medicine, drawing on experience and applying best practice techniques reduces the amount of risk.The amount of confidence which you have within the medical care marketing company as your agency helps you to balance minimizing that measure of risk. But along with trust, you should expect measurable performance.
Have you got a way to quantify and measure results? You will find many wrong excellent reasons to employ a health care marketing company, and the majority of those reasons are some form of disconnect from real, tangible and hard-dollar results. Promoting isn’t with regards to causing you to feel great or perhaps to impress friends and family. (You would be surprised how often we encounter this.)A reliable and successful advertising and marketing plan will be dexkpky08 on clearly defined goals and specific Return-on-Investment (ROI) metrics. You’ll want a medical marketing company that defines performance and success by meaningful numbers. It’s not about having won ad industry awards and it’s no ego thing. It’s regarding your financial well being.
From the interest of full disclosure, our company is a medical advertising agency. (And frankly, we’re excellent at everything we do.) But the point of this article is that getting a healthcare marketing firm is really a, executive level decision. Regardless of whom you deal with, our guidance is to produce a well-informed decision. It’s a vital one. Search for a partner that one could trust, and one that can bring actual experience and medical advertising expertise for your team.