The art of working with science: Understanding the nuances of the Healthcare sector
In marketing terms, the Healthcare sector (including Healthcare Services, Pharma and Biotech) has traditionally sat apart from the wider industry and been serviced by specialist agencies.
Now though, consolidation and integration are blurring the lines, as we saw with the involvement of all the major networks in Pfizer’s global pitch last year. But as more agencies start to work with Healthcare, it would be wrong to approach them as “just another client”.
At CRC, we continuously monitor client/agency relationships on behalf of our customers, to highlight both opportunity and risk. Globally, Healthcare is our fourth largest sector, with more than 10k clients surveyed annually and a very distinct profile.
The bad news first
Healthcare clients are generally harder to please. Pharma and Biotech in particular rate their marketing agencies significantly lower than the wider industry.
This makes understanding their characteristics and what they value, paramount. Only then can you work out how to deliver appropriately, with setup and process the key areas to focus on:
How does the agency’s approach reflect the needs of their Healthcare client?What processes are fit for purpose as they are, and what should be adapted or built?
Hopefully this article can help answer these two questions.A long and winding road
Healthcare needs are driven by the sector context of high regulation and long product development lead times. This emphasises agencies’ ability to persevere, both in how they conduct themselves and what they achieve. In particular, the following interconnected areas are a priority for these clients:Does the agency have the right Attitude? Are they engaged and passionate about what they’re working on, and willing to work through the task in the face of regulatory and development uncertainty?How good is their Communication? Are they open and discursive, tapping into the expertise on both sides in finding the right solutions?Have they got the right Understanding? Do they have the requisite expertise and experience, complemented by a willingness to learn?Ultimately, how good is the Work? Does it showcase the innovation and creativity that may be needed to promote products that are often complex or even awkward to discuss?
It's still a people business
At its simplest, this speaks to casting the right people. Ideally with direct experience but, failing that, a comparable background. Knowing that staffing is never straightforward though, appropriate processes become key:How clear is the criteria for working on a Healthcare client? Which roles can flex in their requirements and which are non-negotiable? Is this agreed with the client?What is the onboarding process and is it as comprehensive and efficient as it needs to be? Does it go beyond the basics, covering sector, regulatory and cultural nuance?How is institutional knowledge captured and kept up to date for new joiners?
All things take their toll
Finally, don’t underestimate the support teams will need when servicing Healthcare clients. Agency staff report they’re motivated by the opportunity to work on truly life-changing products, but they also rate the overall experience 8% lower than the wider industry.In that context, there are steps that can help to minimise any negative impact:How well articulated are the opportunities and challenges for staff working on Healthcare clients?
How can staff be recognised and benchmarked when working on clients with a slower cadence and less traditional visibility?What ongoing support is needed to help staff retention on clients who are simultaneously challenging and particularly sensitive to changes to their agency teams?
In summary
None of this is to make Healthcare clients seem daunting or unreasonable - they’re simply working within a particular environment.However, as they become a feature of more agency client boards, being forewarned is to be forearmed in combining your agency’s alchemy with science.Julian Broadhead
The Client Relationship Consultancy