The way people make treatment decisions is changing because of COVID. Agencies are responsible for working with clients to implement changes that support brand objectives. It won’t be easy and means changing the mindset from a vendor to a strategic partner.
Working with agencies
KEY IDEA: Ad agencies have had a trust problem since a 2016 study by the Association of National Advertisers revealed illegal agency rebates and other misuses of clients’ money. Do agencies have a duty to “push back” against bad marketing decisions at the expense of possibly losing clients?
KEY TAKEAWAY: Agencies, when given the chance, can do great work in DTC marketing, but too often pharma clients cut their budgets to ensure that they barely have enough to “get the job done”. Today that’s not good enough.
KEY TAKEAWAY: Agencies can no longer sit on the sidelines and allow poor DTC advertising to continue. They have to use every resource at their disposal to lead a dramatic shift in DTC strategy through education, collaboration and a refusal to just “get it done” when they know it’s off base.
POST SUMMARY: DTC marketers are going to have to rely more on more on agencies to help them develop breakthrough DTC marketing campaigns. However, they need to stop treating agencies like vendors and make them a part of their strategic marketing team.