The healthcare marketing agency shift
Today’s top healthcare marketing agencies look nothing like they did five years ago. Mergers and acquisitions continue to reshape the industry, and the big keep getting bigger. Agency consolidation has become the norm, but who really benefits from these mega mergers? Not clients.
Unless your organization is a sizable national health plan, health system or health technology firm, when it comes to agencies, bigger rarely means better. Especially if you have a modest budget, niche product or service offering.
The problem with “top” healthcare marketing agencies
If you’ve worked with one of the big players in the healthcare marketing agency space, you’ve likely noticed:
- You’re stuck with junior teams (the “C squad”)
- Decision-making is drowned in bureaucracy
- Your niche needs get lost in generic strategies
The so-called “top” healthcare marketing agencies reserve their star talent for their biggest clients. That’s why most mid-size healthcare organizations and health technology companies find better partners elsewhere. Boutique firms—also known as independent firms or “indies”—like Activate Health can deliver what larger agencies can’t.
Why Activate Health is different
At Activate Health, we offer our clients world-class strategic and creative capabilities—from social media to digital marketing—along with premier service you won’t find from anyone else. This includes collaboration and insight from a team of former healthcare marketing vice presidents, agency CEOs and marketing directors with decades of combined experience. Unlike national firms that assign junior teams after the pitch, our experts stay hands-on from start to finish to deliver:
- Enterprise-level campaign strategy
- Unmatched boutique service
- Measurable results
Redefining “top”: What to look for in a quality healthcare agency
If you’re on the hunt for a new agency partner, you may find yourself Googling “top healthcare marketing agencies.” But instead of prioritizing prestige when selecting an agency, evaluating skills, service and fit is often the best approach.
“Many clients simply buy the big names that dominate the headlines. They show the board their new agency’s press, scale and capabilities menu and proclaim they’ve bought the best. Later, they can’t answer why ‘the best’ didn’t put them ahead in the marketplace,” muses John Harris in a recent article for Campaign.
When it comes healthcare marketing, being the best isn’t about size or trophies—it’s about your success. For us, that means:
- Reducing your workload by acting as an extension of your team
- Helping your organization thrive in a competitive industry
- Enhancing your professional image for your organization’s leaders
We aren’t the only ones decrying the big agency model. According to the same Campaign article, this era of domination by large industry players in the agency space is paving the way for smaller firms to shine. The article also details that today’s big brands want agencies that can act as true partners in their success. Today, that flexibility and service is only found within boutique marketing firms.
A small, specialized agency that is laser-focused on your needs and not just winning, but keeping your business, will be a far better partner to you in the long run. When a leading publication like Campaign reexamines the value these mega marketing firms can deliver, it’s time to take notice. The next time you’re Googling “best healthcare marketing agencies” or “top health IT PR firms,” think about what that really means to you, your customers and your organization. If the answer is just prestige, you may want to think again.
Want to learn where Activate Health fits in this conversation? Contact us today to learn more.