A Cure For The Common Healthcare Agency.

As with most categories of growth, the healthcare industry has seen a tremendous upswing in advertising, marketing, PR, (et al.) agencies focused exclusively on its business. Some, focused on the general business of healthcare, others focused on specific segments such as hospital systems, insurance, physician practices, etc. For the past several years, we’ve watched as […]

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As with most categories of growth, the healthcare industry has seen a tremendous upswing in advertising, marketing, PR, (et al.) agencies focused exclusively on its business. Some, focused on the general business of healthcare, others focused on specific segments such as hospital systems, insurance, physician practices, etc.

For the past several years, we’ve watched as clients have gravitated toward the ‘safety’ of working with such firms. “They have two principals who used to be in healthcare.” “All they do is hospital marketing — they must be good.” “They’ve been in our shoes, before.”

All rational reasons to support the hiring of this kind of vertical-experience agency, and a great sales pitch for any such firm. Sadly, it also creates the kind of cookie-cutter sameness that does a tremendous disservice to client organizations. Tired and re-used strategy platforms. Boring and uninspired creative work. Agencies that take brands nowhere, but for a short period of time, make everyone inside the organization feel safe and comfortable.

At Cohesion, we’ve found an interesting balance between ‘category expertise’ and ‘fresh, outside perspective’ in the healthcare arena. While roughly 50% of our client work is dedicated to healthcare, hospital and life sciences clients, it’s certainly not all that we do. And because our core focus is the development of brands, not the manufacturing of ads (or other marketing vehicles), we offer an interesting choice to the ‘safety’ pitch of our would-be healthcare competitors:

If you want an agency to take your money, call them. If you want an agency to take your brand to new heights, call Cohesion.

We’d enjoy learning more about your business and sharing more about our brand-first approach. Call us at 314-276-5383, or email Brian Creath at bcreath@cohesioncompany.com.

 

One Response to "A Cure For The Common Healthcare Agency."

  1. comment byMelissa Wurst

    Our company works with many healthcare marketing agencies in NJ and NY – I divide it between healthcare marketing and pharmaceutical marketing. You are correct – most of those agencies also have Principals who have been in Healthcare. One of the other differences though is that they all promote being able to build the global brand. I was just having this conversation yesterday with a Principal of another ad agency here in STL who is a friend of mine and asked why not a single ad agency here in STL promotes this on their website. Yes, some have joined partnerships of other global agencies but do they really turn over the global business to them? Perhaps you could consider it as another differentiator for your company, particularly if working with pharma brands….

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