Working with an agency can bring fantastic results, but only when both parties are clear about expectations, processes and goals. We have prepared a set of 10 key questions for you to help you build solid foundations for fruitful cooperation.
Remember, there are no stupid questions – each one can telegram blast save you from potential problems. Don’t be afraid to probe, ask for clarification or negotiate terms – you have every right to know exactly what you’re getting into.
We will discuss topics such as the composition of the project team, communication, the approval process, advertising accounts, performance indicators, copyright, reporting, confidentiality of information, data security and monitoring adverse events. Each of these topics is equally important and can have a significant impact on the success of your campaign.
Will we sign a non-disclosure agreement (NDA) and what information exactly will it cover?
Remember that the marketing market is relatively small, and agencies often work with freelancers, for example. Therefore, it is crucial to protect yourself from the potential leakage of strategic and important information.
Ask the agency to sign a detailed confidentiality agreement. Make sure it covers not only the agency employees but also any subcontractors who may have access to your data.
In your agreement, clearly define what specific information is considered confidential. This could include marketing strategies, customer data, product development plans, or other sensitive business data.
Establish a time period for the NDA. Remember that some information may need to be protected even after the agency ends.
Remember that a well-constructed NDA is not just a formality, but a real protection of your business interests. Do not hesitate to consult its content with a lawyer to make sure that all key aspects have been taken into account.
Ensuring confidentiality of information from the very beginning of cooperation will allow you to focus on implementing the campaign without worrying about the security of your data.
Who will handle my project?
Behind every successful campaign are people. Don’t hesitate to ask for introductions to specific people and their experience. This will not only help you get to know the team better, but will also help build relationships from the very beginning.
Why is this important? Sometimes, the team presented during the sales process is different from the team that ultimately works on the campaign.
It’s natural for agencies to want to present themselves in their best light, but it’s your job to make sure that the experts who convinced you to work with them are actually committed to your project.
Getting to know your team will allow you to assess their skills and experience. Ask them to talk about their previous successes and challenges.
This will help you build trust and confidence that your campaign is in good hands. Pay attention to how they communicate with you – are they open, enthusiastic, and ready to answer your questions?
In pharmaceutical marketing, the issue of the project team takes on particular importance. Drug and medical device campaigns require not only creativity, but also deep substantive knowledge and familiarity with legal regulations. Make sure that the agency team includes people with experience in the pharmaceutical industry, who understand the specifics of medical communication and are able to balance between an attractive message and legal requirements.
Remember, transparency regarding the implementation team is the foundation of successful cooperation with a marketing agency. Don’t be afraid to ask difficult questions – a professional agency will appreciate your commitment and willingness to build partnerships from the very beginning.
Who should I contact and what will our communication look like?
A clear communication structure is key to the success of any marketing campaign. Therefore, don’t hesitate to ask the agency for details about who your main point of contact will be. Will you communicate with one person managing the entire project, or with several specialists responsible for different areas, e.g. a media specialist, graphic designer, copywriter, or social media manager?
Understanding the responsibilities of each team member will help you communicate efficiently and resolve any issues quickly. Ask who will be responsible for each aspect of your campaign and how you can contact them.
It is equally important to establish communication tools and channels. Ask if you will use emails, phones, or perhaps dedicated messengers. Set preferred contact hours and the frequency of progress updates.
In pharmaceutical marketing, effective communication between the client and the agency is essential because of the need to react quickly to regulatory changes or new scientific reports. Establish clear communication channels for different types of information – for example, separate ones for medical, regulatory and creative issues. This will help you make decisions quickly and adapt your strategy to the dynamic pharmaceutical environment.
Remember that good communication is the foundation of a successful collaboration. Make sure that both you and the agency are clear about how you will communicate.
Have you included an appropriate time buffer in your work schedule for the acceptance of materials within my organization’s structures?
This question is particularly important, especially if you work in the pharmaceutical or medical industry. In these sectors, marketing materials must go through a series of internal approval processes, which can significantly impact the project timeline.
Make sure the agency understands the specifics what is outbound sales process of your industry. Explain that the materials will need to be approved by multiple departments, such as legal or medical. This is not standard procedure at every company, so it is important for the agency to be aware of this from the start.
Ask for a detailed timeline that includes time for internal approvals. A good agency should allow enough time to produce materials before the planned campaign launch, taking into account potential revisions and additional rounds of approvals.
This approach will help you avoid unnecessary shifts in the schedule and minimize the risk of delaying the start of the campaign. Remember that a well-planned acceptance process is key to the smooth implementation of the project and the timely start of marketing activities.
Whose ad accounts will the campaign run on and how will the budget be managed?
This question is extremely important for transparency and control over your campaign. You have several options to choose from, and each has its advantages.
Alternatively, you can decide to run a campaign on an agency account. This solution can be convenient – the agency will take care of the proper configuration of your campaign, and the team involved in the project will immediately have access to the account and, in the reporting process, will provide you with processed data from the system along with conclusions.
In pharmaceutical marketing, the issue of advertising accounts is particularly sensitive due to strict regulations regarding drug advertising. Make sure the agency has experience running pharmaceutical campaigns on various platforms and knows the restrictions related to advertising specific product categories
What copyrights will I obtain for the materials I create and in what areas will I be able to use them?
When ordering creatives from an agency, you need to think carefully about their purpose. Consider whether the agency’s license to use the work in a specific scope is enough for you, or whether you need property copyrights. These are issues that also affect costs – so it’s important to think through and establish these issues at the very beginning.
Remember, however, that copyright property rights alone are not everything. If you plan to modify or rework the works created by the agency in the future, for example, adapt graphics to other markets in which you operate, prepare formats crawler data other than those provided by the agency, make sure to obtain permission from the agency to exercise dependent copyright. This will allow you to legally use the modified materials.
In pharmaceutical marketing, the issue of copyright takes on additional importance due to the use of medical data and research results. Make sure that the agreement clearly defines the rights to use and adapt not only the creative elements but also the scientific and medical content. Pay particular attention to the rights to use the materials in different countries, given the differences in regulations in this area.