Let’s face it: There are a lot of doctors, medical practices and hospitals that wish they could go about their professional practice activities without the worry, hassle and distraction of marketing and advertising. But, as it turns out, modern medicine is a profession, but healthcare is a business.
And, like it or not, the Affordable Care Act, the Internet, smartphones and a handful of disturbing dynamics in society have collided in a reinvention of healthcare. The complexity of it all—competition, communications, patient experience and satisfaction—now requires an enterprise to call on the professional services of a healthcare advertising agency.
A healthcare-experienced advertising agency is a major plus to successfully getting the job done. Unfortunately, not all consumer marketing and ad agencies are created equally. If you or your hospital have forged a business alliance with a good ad agency—that’s terrific. But if you have your concerns or doubts—or you haven’t got a clue—here are some of the ways to sort the good from the not-so-good.
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There are three rock-solid tests for the positive side of the ledger. You’ve probably got a good-to-great agency if your partnership has:
On the other hand, there are some cautionary signals that suggest the deck is cold. Consider it a warning if:
If you have a great relationship with an experienced healthcare marketing agency that produces measurable results, please keep up the good work. Relationships can be challenging, but superior performance is hard to find. You should hold ’em.
But if you see yourself in one or more of these red-flag situations, your agency-client relationship might be headed for trouble. You may need to fold ’em and plan for a change.
RELATED READING is available with these additional articles: Getting the Best from Your Healthcare Advertising Agency and Common Mistakes Doctors Make When Searching For A Medical Ad Agency.