healthcare advertising agency quality benchmarking (2015)

HEALTHCARE ADVERTISING AGENCY QUALITY BENCHMARKING (2015)

O C T O B E R , 2 0 1 5

P R E V I E W O F

REPORT OVERVIEW

WHAT YOU WILL LEARN

How you can use this report

Advertising agencies have become an integral part of a product’s commercialization. From patient recruitment to brand marketing, ad agencies are responsible for a variety of activities that impact a product’s success in the marketplace. In this report, ISR has compiled and analyzed extensive data around healthcare ad agencies that will allow stakeholders within the industry to make more informed decisions about how and to which ad agencies these services are outsourced. 103 decision makers with experience working with ad agencies have weighed in to provide insight into their agency selection process. They have provided feedback on 313 recent service encounters with 68 different ad agencies.

D A T A C O L L E C T I O N I N Q 2 , 2 0 1 5

2 0 - M I N U T E W E B - B A S E D

S U R V E Y

1 0 3 R E S P O N D E N T S F R O M U S A N D

E U R O P E

182 PAGES

68 AGENCIES

VALUABLE FOR

MAJOR SECTIONS:1. Engagement Model

2. Agency Selection Criteria

3. Agency Buyer Profile

4. Ad Agency Performance

5. Study Data

• Uncover the leaders in the health ad agency space, and gain insight based on data from 103 users of agency services.

• Understand current and future predictions for budget allocation.

• Learn how respondents select, work with, and perceive ad agencies.

• Gain insight into agency best practices and areas for improvement.

• Compare ad agency services by accessing peer-based service quality ratings across 31 critical attributes.

• Pinpoint potential delivery concerns early in an agency relationship in order to develop proactive strategies to address potential gaps.

• Benchmark your company’s RFP and selection process.

FOR PHARMA FOR AGENCIESMake a more informed purchase of Ad Agency services by understanding which service providers best fit your company’s needs.

Understand your clients with our “Agency Profile” and uncover your perceived strengths and weaknesses based on client reviews.

Introduction

SMARTER QUESTIONS SMARTER ANSWERS

Full Table of Contents on next page.

ACCOUNT SUPERVISOR / DIRECTOR CREATIVE DIRECTOR

ASSISTANT ACCOUNT EXECUTIVE ACCOUNT EXECUTIVE

COMMUNICATIONS MANAGER / DIRECTOR PUBLIC RELATIONS

MEDIA RELATIONS MANAGER CLIENT SERVICES MANAGER

NEW BUSINESS DEVELOPMENT MARKET RESEARCHER

BRAND MANAGER PRODUCT MANAGER

CHIEF MARKETING OFFICER MEDIA RESEARCH ANALYST

MARKETING COMMUNICATIONS MANAGER

http://isrreports.com

COMPANIES INCLUDED

ATTRIBUTES MEASURED

Abelson TaylorAgencyRxApotheComArea 23Beacon Healthcare CommunicationsCadient GroupCambridge BioMarketingCDM New YorkCDM PrincetonCDMiConnectCloserlookCompass Healthcare MarketerConcentric Pharma AdvertisingDigitas HealthDiscovery USADudnyEntrée HealthEveoEvoke Health FCB (formerly Draftfcb)FingerpaintFlashpoint MedicaGA Communication GroupGHG (Grey Healthcare Group)

GSW SatisfactionH4B CatapultH4B ChelseaHarrison and StarHavas LifeHavas Life DigitalHealthEdHeartbeat IdeasICC LoweIntouch SolutionsJUICE Pharma WorldwideKlick HealthLanglandMcCannMcCann Echo Torre LazurMcCann HealthMcCann Regan Campbell WardMcCann TL Managed MarketsMcCann Torre LazurMedThink CommunicationsMicroMass CommunicationsNatrel CommunicationsNavicor GroupNeON

Ogilvy & Mather WorldwideOgilvy CommonHealth WorldwideOgilvy DigitalHealthPacific CommunicationsPalioPalio + IgnitePublicis Healthcare CommunicationsPublicis Life Brands MedicusPublicis Life Brands Resolute SatisfactionPurohit NavigationRazorfish HealthwareRenavatio Healthcare Communications RevHealthRosettaSaatchi & Saatchi HealthSaatchi & Saatchi WellnessSiren InteractiveSudler and HennesseyTBWA / WorldHealthThe CementBloc

Introduction


Ability to meet project timelinesExpertise in marketing to consumersExpertise in marketing to payersChemistry between brand team and agencySpeed of project completionLow costProximity of agency to my officeTherapeutic expertiseVisibility of senior staffAbility to work independentlySpeed of project start-upQuality of media teamOffered innovative solutionsOverall quality of deliveryGlobal footprintAbility to ave a creative team 100% dedicated to your brand

Quality of pitchEstimating accuracy / minimizing “re-estimates”Local market / regulatory knowledgeAbility to tie marketing/advertising activities to outcomesTimely project communicationsUp-front contingency planningExpertise in marketing to professionalsBreadth of servicesQuality of account managementQuality of digital teamMinimizing staff turnoverAbility to work with other agenciesAttention to detailQuality of creative teamQuality of strategy team

each company is evaluated

based on 31 CRITICAL ATTRIBUTES

data is included for all 68,

agencies, but agencies with more than 10 respondents receive a full profile in the

report


Introduction


TABLE OF CONTENTS

To view the Table of Contents, download the full preview from:

www.isrreports.com/reports/healthcare-advertising-agency-quality-benchmarking-2015/


Introduction


Introduction

ENGAGEMENT MODEL

Healthcare Advertising Agency Quality Benchmarking (2015) 13www.ISRreports.com ©2015

Ad Agency Engagement Structure: Current, Expected, and PreferredHow pharmaceutical/biotech manufacturers engage with an advertising agency varies� As

shown in the chart below, the agency of record used in combination with a specialty agency model dominates� While ISR found very little evidence of change when participants were asked to forecast how they will be engaging with marketing/advertising agencies three years

from now, customer preference for the agency of record and specialty agency model outstrips its current and future usage� Agencies working across brands should be aware of buyers’ preferences for going outside the single source supplier model and be prepared to work as a partner with such firms�

“Please think about the brand that you primarily work with.”

“Please indicate your current model for marketing/advertising agency activities for this brand.” (Base=103)

“Please indicate what you expect your brand’s model for marketing/advertising agency activities will look like 3 years from now.” (Base=103)

HEALTHADVERTISINGAGENCYQUALITYBENCHMARK(2015) 11

Ad Agency Engagement Structure: Current, Expected, and Preferred “Please think about the brand that you primarily work with.” “Please indicate your current model for marketing/advertising agency activities for this brand.” (Base=103) “Please indicate what you expect your brand’s model for marketing/advertising agency activities will look like 3 years from now.” (Base=103) “Please indicate which model you would choose for marketing/advertising agency activities for this brand if the choice were completely up to you.” (Base=103) How pharmaceutical/biotech manufacturers engage with an advertising agency varies. As shown in the chart below, the agency of record used in combination with a specialty agency model dominates. While ISR found very little evidence of change when participants were asked to forecast how they will be engaging with marketing/advertising agencies three years from now, customer preference for the agency of record and specialty agency model outstrips its current and future usage. Agencies working across brands should be aware of buyers’ preferences for going outside the single source supplier model and be prepared to work as a partner with such firms.

10%

0%

62%

20%

8%

28%

2%

48%

17%

6%

26%

1%

50%

18%

5%

0% 20% 40% 60% 80%

My company uses one agency of record across brands

My brand team works with one agency of record (teams choose their own agencies)

My brand team will work with an agency of record but may work with other agencies

when special skills are needed

My brand team's needs are sourced on an ad hoc basis

My brand team works with only one agency for each service needed

Percent of Respondents

Current Engagement Model 3-years from Now Preferred Engagement Model

© Industry Standard Research

S A M P L E P A G E :

AD AGENCY ENGAGEMENT STRUCTUREThis report offers agencies and buyers an in-depth look at how pharmaceutical/biotech companies work with advertising agencies. In this page, taken from the report, ISR asked respondents about their engagement structure. As

shown in the chart, the agency of record used in combination with a specialty agency model dominates. Agencies working across brands should be aware of buyers’ preferences for going outside the single source supplier model and be prepared to work as a partner with such firms.

C L O S E R L O O K

<< Only 8% of respondents prefer to work with just one agency for each service.

Data available in the full report, which can be found at:

www.ISRreports.com

Introduction

ENGAGEMENT MODEL


Ad Agency Engagement Structure: Current, Expected, and PreferredHow pharmaceutical/biotech manufacturers engage with an advertising agency varies� As

shown in the chart below, the agency of record used in combination with a specialty agency model dominates� While ISR found very little evidence of change when participants were asked to forecast how they will be engaging with marketing/advertising agencies three years

from now, customer preference for the agency of record and specialty agency model outstrips its current and future usage� Agencies working across brands should be aware of buyers’ preferences for going outside the single source supplier model and be prepared to work as a partner with such firms�

“Please think about the brand that you primarily work with.”

“Please indicate your current model for marketing/advertising agency activities for this brand.” (Base=103)

“Please indicate what you expect your brand’s model for marketing/advertising agency activities will look like 3 years from now.” (Base=103)


Ad Agency Engagement Structure: Current, Expected, and Preferred “Please think about the brand that you primarily work with.” “Please indicate your current model for marketing/advertising agency activities for this brand.” (Base=103) “Please indicate what you expect your brand’s model for marketing/advertising agency activities will look like 3 years from now.” (Base=103) “Please indicate which model you would choose for marketing/advertising agency activities for this brand if the choice were completely up to you.” (Base=103) How pharmaceutical/biotech manufacturers engage with an advertising agency varies. As shown in the chart below, the agency of record used in combination with a specialty agency model dominates. While ISR found very little evidence of change when participants were asked to forecast how they will be engaging with marketing/advertising agencies three years from now, customer preference for the agency of record and specialty agency model outstrips its current and future usage. Agencies working across brands should be aware of buyers’ preferences for going outside the single source supplier model and be prepared to work as a partner with such firms.

10%

0%

62%

20%

8%

28%

2%

48%

17%

6%

26%

1%

50%

18%

5%

0% 20% 40% 60% 80%

My company uses one agency of record across brands

My brand team works with one agency of record (teams choose their own agencies)

My brand team will work with an agency of record but may work with other agencies

when special skills are needed

My brand team's needs are sourced on an ad hoc basis

My brand team works with only one agency for each service needed


Current Engagement Model 3-years from Now Preferred Engagement Model


D A T A I N F U L L R E P O R T



Introduction


Introduction

ENGAGEMENT MODEL


Agency Size Preferences“Please rate your level of agreement with each of the following statements relating to preferences when working with a creative/advertising agency.” (Base=103)

Size is not necessarily a determinant of ability� Possessing therapeutic expertise trumps agency size and media functions�


Agency Size Preferences “Please rate your level of agreement with each of the following statements relating to preferences when working with a creative/advertising agency.” (Base=103) Size is not necessarily a determinant of ability. Possessing therapeutic expertise trumps agency size and media functions.

4%

9%

25%

16%

31%

37%

54%

64%

61%

44%

13%

17%

10%

8%

0% 20% 40% 60% 80% 100%

I prefer to work with large agencies

I prefer to work with mid-size agencies

I prefer to work with niche agencies

I prefer agencies with stronger therapeutic area expertise over those with stronger PR / media capabilities


Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree


This is an enterprise-wide license and this file is not to be distributed beyond the terms of this agreement. For information on the license holder, please contact ISR ([email protected]).


ADVERTISING AGENCY SIZE PREFERENCESThis page details respondents’ preferences for working with agencies of specific sizes. 25% of respondents prefer to work with agencies based on therapeutic area expertise vs. media capabilities. For breakdowns by niche, mid-size, and large agencies, download the full report from www.ISRreports.com.

C L O S E R L O O K

<< The data has been blinded in this sample page, but these data are available in the full report, which can be found at:

www.ISRreports.com

Introduction

ENGAGEMENT MODEL


Agency Size Preferences“Please rate your level of agreement with each of the following statements relating to preferences when working with a creative/advertising agency.” (Base=103)

Size is not necessarily a determinant of ability� Possessing therapeutic expertise trumps agency size and media functions�


Agency Size Preferences “Please rate your level of agreement with each of the following statements relating to preferences when working with a creative/advertising agency.” (Base=103) Size is not necessarily a determinant of ability. Possessing therapeutic expertise trumps agency size and media functions.

4%

9%

25%

16%

31%

37%

54%

64%

61%

44%

13%

17%

10%

8%

0% 20% 40% 60% 80% 100%

I prefer to work with large agencies

I prefer to work with mid-size agencies

I prefer to work with niche agencies

I prefer agencies with stronger therapeutic area expertise over those with stronger PR / media capabilities


Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree






Introduction


Introduction

AGENCY SELECTION CRITERIA


Agency Choice Rationale - Current“When selecting a creative/advertising agency, what are the main reasons why you would select a particular agency? Please list the main reason in the first box, followed by additional reasons.” (Base=103)

Three themes arose when ISR asked respondents for the reasons a particular agency was selected� The unprompted criteria, illustrative verbatim comments, are shown below, with prompted reasons as well�

PRIOR EXPERIENCE“Prior experience with the agency and its creative work”

“Strong portfolio of relevant past work”

“Ability to make our lives easier by understanding the business and “running with it”

“History - a level of comfort with their ability”

SPECIFIC THERAPEUTIC

EXPERTISE“Expertise of team in a given therapeutic area or channel”

“Demonstrated excellence in strategic campaign/lifecycle planning”

“Expertise in the pharmaceutical sector”

“Know the therapeutic area / experience - have done their homework and know the area”

“Technical Healthcare knowhow”

INNOVATION/CREATIVITY“Demonstrated excellence in strategically-aligned quick, impactful creative concepts - creative brevity”

“Offers innovative ideas & solutions”

“Creative - great ideas and concepts that set

them apart”


18%

6%

11%

7%

22%

12%

37%

13%

38%

41%

45%

50%

3%

1%

1%

1%

3%

3%

4%

4%

12%

19%

21%

26%

0% 20% 40% 60%

Other

Preference

Location/Regional capabilities

Timeliness

Quality of the work

Good fit

Cost

Reputation

Personnel

Creativity/Development

Past experience

Specific domain expertise


Main reason All reasons




AD AGENCY CHOICE RATIONALEPart of the “Ad Agency Selection Criteria” section, ISR asked respondents their main reasons for selecting a particular agency. This chart shows responses for the “main reason” and “all reasons” and also includes verbatim responses.

The full data is available in the report, which can be downloaded from www.ISRreports.com.

VERBATIM RESPONSES



Introduction


S A M P L E P A G E : AD AGENCY PROFILE

The average customer experience chart measures each company’s performance relative to expectations in each of the 31 attributes measured. For a list of attributes, refer to page two of this preview.

The highlights section shows each company’s highest and lowest attributes, ranked by actual users.

The customer loyalty chart section measures overall satisfaction, likelihood to recommend, and likelihood to use again, compared to the industry average.

The brand snapshot chart section measures leadership, proposal volume, use, and preference.

Companies with over 10 respondents are profiled.

Introduction

AD AGENCY PERFORMANCE


PUBLICIS LIFE BRANDS MEDICUS BRAND SNAPSHOT

PUBLICIS LIFE BRANDS MEDICUS CUSTOMER LOYALTY

PUBLICIS LIFE BRANDS MEDICUS AVERAGE CUSTOMER EXPERIENCE

TOP 3 ATTRIBUTES:Global footprint

Quality of media team

Quality of strategy team

BOTTOM 3 ATTRIBUTES:100% dedicated creative team

Expertise in marketing to payers

Low cost

HIGHLIGHTS

INDUSTRY AVERAGE

PUBLICIS LIFE BRANDS MEDICUS

6.3

6.1

LEADERSHIP - 13%

PREFERENCE- 9%

PROPOSAL VOLUME - 8%

USE - 19%

Publicis Life Brands Medicus

SomewhatExceeds

Expectations

SomewhatMisses

Expectations


PUBLICIS LIFE BRANDS MEDICUS

(N=11)

SAMPLE AGENCY BRAND SNAPSHOT

SAMPLE AGENCY CUSTOMER LOYALTY

SAMPLE AGENCY AVERAGE CUSTOMER EXPERIENCE

SAMPLE AGENCY

TOP 3 ATTRIBUTES:Expertise in marketing to consumers

Quality of creative team

Quality of digital team

BOTTOM 3 ATTRIBUTES:Attention to detail

Low cost

100% dedicated creative team

HIGHLIGHTS

INDUSTRY AVERAGE

SAMPLE AGENCY

6.3

6.8

USE - 25%

LEADERSHIP - 18%

PREFERENCE- 6%

PROPOSAL VOLUME - 15%

[Type text]

SomewhatExceeds

Expectations

SomewhatMisses

Expectations

(N=12)



Introduction


ORDERING INFORMATION

Industry Standard Research (ISR) is the premier, full service market research provider to the pharma and pharma services industries. With over a decade of experience in the industry, ISR delivers an unmatched level of domain expertise. For more information about our off-the-shelf intelligence and custom research offerings, please visit our Web site at www.ISRreports.com, email [email protected], or follow us on twitter @ISRreports.

ABOUT INDUSTRY STANDARD RESEARCH

>> R E G I S T E R N O W>>Receive $250 instant credit towards any ISR report

>>Earn 10% credit towards all future purchases

>>Receive advanced notifications on ISR’s latest reports and free resources

SAVE ON THIS, OR ANY ISR REPORT, BY CREATING A FREE ACCOUNT

For pricing and ordering information, visit ISR’s website:

www.isrreports.com/reports/healthcare-advertising-agency-quality-benchmarking-2015/


www.ISRreports.com

mailto:[email protected]

https://twitter.com/ISRreports

http://www.isrreports.com/register/