When it comes to choosing a marketing agency, there are a lot of options. Not all agencies are created equally though. Organizations with limited or no experience working with a marketing agency may not be able to determine whether it is a proper fit from a collaborative or stylistic standpoint – or even if the agency in question does competent work. To make matters worse, an agency may score points by making a flashy sales pitch and telling the client everything they want to hear simply to close the deal, all the while knowing they won’t be a good match.
If your organization is working with a marketing agency and is unsure if it was the right choice, there are a couple of things to look for beyond the numbers. Consider the following:
The right agency will be able to back up an impressive sales pitch by explaining its next steps in detail, including the who, what, when, where and why. Ideally, it will have extensive research methods in place, the purpose of which is to provide a layer of customized specificity to your marketing strategy. This will help you stand out from competitors. Be cautious of agencies that prescribe solutions without first learning more about your organization as well as your clients, patients or customers.
Equally important as research are the strategies themselves. The ideal agency will have a large arsenal of tactics and strategies at its disposal and will determine which are most suited to your organization and its goals using survey data, market research, online analysis, etc. A full-service agency will be able to help with everything from content marketing strategy to website development to product launches – and everything in between.
A truly great agency partnership is more than just a vendor relationship, it’s a collaborative one. This does not mean that it will be asking your team to design web pages and schedule email campaigns, nor does it mean that once you’ve signed the contract the team disappears into the night. What it does mean is that you have a living, breathing relationship wherein the agency proactively keeps you informed of developments (positive and otherwise) while staying attuned to your changing and developing needs. The right agency will confidently design and execute your marketing plan using proven methods while giving you access to the work in action – allowing you to help shape your marketing destiny in real time.
True North Metrics
When you find the right marketing partner, they will ensure that every action taken is a step towards the shared goal, and this will be identified and measured with true north metrics. Data-driven insights will avoid unnecessary steps and allow both parties to take only the most effective approach to implementing a marketing strategy that will drive results. Focusing on these true north metrics will allow for the goal to be met or exceeded within the proper budget and timeframe. It’s this type of focus on strong metrics that marks a truly great agency.
If you’re looking to hire a healthcare marketing agency or are unhappy with your current agency, contact Big Buzz today to see what our agile, full-service team can do for your organization.
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