Clients Dish on Agencies: What Do They Really Want (and Hate)?

Recently, Intouchers had the priceless experience of getting to hear from a panel of our own clients. We asked them to be blunt and honest, and explain what works – and what doesn’t – across all of their agencies.

We’ve removed names to protect the innocent, but these quotes are from marketing leaders in major life-sciences organizations, including some with decades of experience on the agency side too. These folks know what they’re talking about. 

Do’s

• “Really understand our business and our ecosystem.” We work in a field full of terminology, jargon, rules, regulations and guidelines: it’s a lot to know, but you have to understand it!
• “Understand the gaps in our business. Help us define that and help us come up with solutions.” An agency isn’t here to tell a client how great they are and ignore the problems. Nor should they try to sell a one-size-fits-all answer. A great agency learns exactly what their client is up against and counsels them on the best path to success.
• “Be comfortable with change and be able to adjust. We have new roles and responsibilities often! We also have a lot of budgetary restraints!” The only constant is change, right? Especially in the 2020s. And if there’s a second constant, it’s that budgets are never quite as big as anyone wishes. A great agency makes great things happen anyway.
• “Come to the table with meaningful ideas for our patients.” In pharma, it doesn’t matter if it’s the coolest, shiniest new idea ever: if it doesn’t help patients, it just doesn’t matter.
• “Help us become not just best-in-class for pharma, but best-in-class anywhere.” The best pharma marketers know that we aren’t up against our direct competitors for the attention of our patients and providers: we’re up against everything in the world vying for their engagement.
• “Take the time to learn and understand.” It’s great to be first with an answer or an idea… but not if it’s the wrong one.
• “Staff the team with the right people.” Our client explained that it’s very important to have brilliant minds, but it’s also necessary to work with people whose judgment you can trust implicitly, and with whom you can have candid conversations. 

Don’ts

• “Don’t work alone. We love integrated ideas!” It can be easier to create a more limited concept than a wide-ranging one, but ideas that engage more teams can be much more effective.
• “Don’t make too many assumptions. Come in with an objective mindset; take in data and learnings; and then craft a point of view.” It can be easy to think that you understand one brand because you were familiar with a similar one – but if you keep the meditation concept of “beginner’s mind” and keep an open mind, you’ll always be able to do better work.
• “Don’t sell me. I’m already sold. I don’t need to see your capabilities, or your awards, anymore. How are you going to help us achieve our goals? Be relevant and practical.” Simple and to the point! A good agency knows they’re there to solve problems, not tell their own story.
• “Don’t minimize your thinking or be too safe. That won’t get us where we need to go.” Be relevant and practical… but not JUST practical. Be willing to think big, and to explain why and how your wild idea really will work.
• “Don’t regurgitate or replay what you did last year, or you may miss a golden opportunity.” Our pharma clients know they have to think bigger. They just need help doing it.

Our clients hire agencies because they need experts who understand their business inside and out… AND because they need creative visionaries who can help them find entirely new ways of reaching their goals. It’s a tricky balance, to be sure. But the best agencies strike that balance every day.