A pharma marketing company has specialization in selling pharmaceutical products. This is a very specialised market, which ranges from knowledgable professionals like physicians and technicians to the average end user. The many rules and regulations governing the industry makes it an even more specialised field.
Hence, care must be taken when choosing a pharma marketing company. As the SME sector gets increasingly involved in the pharmaceutical industry, the need for a specialised marketing agency has also increased. This means that today we have a number of players to choose from - both big and small. Here are some of the factors that you should keep in mind when making this decision:
1. Your vision
A vision is more than just the immediate goals. It is where you see your company in the world. The marketing agency you hire must be able to identify with that. Your vision could be creating better healthcare or increasing the presence of alternative medicine or creating personalised care. This vision will affect every function. Your goals are aligned to this greater vision. Your results are also decided on the basis of this. The agency you shortlist may have different means of achieving this, but they recognise the necessity of working towards this vision.
2. Decide what you need
Before you even start looking for pharma marketing companies, it is important that you are clear on your requirements. It could be running nurturing programs for clients, looking for online leads, finding a bigger market or creating or creating a better brand presence. Decide on your primary and secondary goal. The clearer you are, the more clarity you can show your marketing agency. This will also help the agency to plan a clear path of action.
Before you even start looking for pharma marketing companies, it is important that you are clear on your requirements. It could be running nurturing programs for clients, looking for online leads, finding a bigger market or creating or creating a better brand presence. Decide on your primary and secondary goal. The clearer you are, the more clarity you can show your marketing agency. This will also help the agency to plan a clear path of action.
3. Experience
This is a highly specialised and competitive field and you need people who understand the changing nature of healthcare, its constraints and challenges. You are not necessarily looking for the oldest phrama marketing company in the field! There are a number of startup marketing agencies in the field who are commendable work. Instead of focusing on the agency as a whole, focus on the people. Insist on meeting with the team that will work on your project and check their individual experience.
4. Ask for referrals
This is the best way to look for experience. Ask the agency for its portfolio and then follow up on their work. Luckily experience is quantifiable. Ask for hard numbers, performance metrics like ROI, even if their past clients are not huge, look at the individual campaigns, their innovativeness and impact. If possible follow up with past clients. Ask them about their experience of working with the agency.
This is a highly specialised and competitive field and you need people who understand the changing nature of healthcare, its constraints and challenges. You are not necessarily looking for the oldest phrama marketing company in the field! There are a number of startup marketing agencies in the field who are commendable work. Instead of focusing on the agency as a whole, focus on the people. Insist on meeting with the team that will work on your project and check their individual experience.
4. Ask for referrals
This is the best way to look for experience. Ask the agency for its portfolio and then follow up on their work. Luckily experience is quantifiable. Ask for hard numbers, performance metrics like ROI, even if their past clients are not huge, look at the individual campaigns, their innovativeness and impact. If possible follow up with past clients. Ask them about their experience of working with the agency.
- Was the agency prompt in answering their concerns?
- How were their ideas received?
- Are they happy with the service provided?
- How did the agency cope with challenges that crop up?
Keep in mind that outsourcing works on all ends! Just as you are outsourcing your work, it is quite possible that the agency is outsourcing its work as well. A number of bigger agencies today outsource their functions, such as data collection or brand designing. This is not necessarily bad. As we enter increasing specialisation, smaller agencies simply cannot keep such a large specialised staff on their pay roll. But in that case you must be clear on quality control. Insist on meeting outsourced partners and understand the methodology used.
6. Understand the market
A marketing agency will obviously need to work in the market you are operating in. But as globalisation hits the Indian companies, we are dealing with a number of concerns. One of the emerging markets for Indian companies are developing economies. These countries have their own peculiarities, rules and competition. So, before hiring a company, decide on the scope of your market.
7. Can you build a relationship
A marketing agency is your partner in growth and it is important that you build a relationship. But do you feel that ease with the agency? Can they align themselves to your vision? But the most important factor here is open and honest communication. If they are late in responding to your emails, remain deliberately vague or if you get even a hint of dishonesty, drop the agency.
Conclusion
A phrama marketing company brings with its expertise, contacts and tools. They are your partners in achieving your goals and visions. So, its important that they pass the litmus test of our factors for a successful relationship!
