Four Steps to an Easier Advertising Agency-of-Record Search

Conducting an RFP for an advertising agency-of-record can be a bit like reality TV matchmaking: an exhaustive exercise placed on a speed dating timeline and subjected to constant group scrutiny. Then, a big show around the final decision on the new agency. Yet, the process rarely produces a lasting match, leaving one or both parties to repeat the process.

Sound familiar? There are a few opportunities to make a search for a marketing firm partner less complex, more tolerable and productive for everyone involved.

1. Take a closer look

What are you looking for in an ad agency? Consider that agencies and their client share deep relationships that are completely unlike other business relationships. For example, while your supply vendor probably doesn’t care about your company’s mission statement, it’s the agency’s job to internalize and communicate that message to the public at large. Consequently, it’s important to clearly figure out what you want, and how a given agency can help you achieve those goals. The questions you ask beforehand can separate the wheat from the chaff, letting you know right off the bat whether the agencies on your shortlist will be a good match for you.

2. Consider smaller steps

If there seems to be a fit between your needs and a firm’s expertise, get together and find out – just 45 minutes in person or via video chat can determine if things are suitable enough to take a next step. Can you see your team and system benefiting from the outcomes and methodology implied by the ad agency? If so, consider a pilot project or phased engagement. You can tackle pressing challenges more quickly and kick the relationship’s tires without committing your entire budget (not to mention save staff time to write the RFP, determine who gets it, review lengthy proposals, take questions, schedule presentations and make decisions).

3. Streamline the process

Sometimes, conducting a formal RFP is a necessary evil. One way to help streamline the process is in the RFP itself. We once received an outstanding RFP that required agency response to be no more than 10 pages. It was short and to the point, for the client and the agencies. This RFP also asked each firm to submit anonymously, with an accompanying identifying document. Now that’s fair.

4. Remember the long haul

Not too long ago, clients and advertising agencies maintained relationships that could last for decades. However, modern client-agency relationships last between three and four years. In fact, half of those relationships won’t even last two. Part of the churn rate can be attributed to the clunky selection process practiced by many current businesses.

Picking an agency-of-record is a lot like dating – you’re going to meet a lot of duds before you find someone worth spending time with. So streamlining the agency-of-record selection process can save you a lot of time, work and heartbreak. By taking incremental steps like the ones detailed above, you can quickly and efficiently narrow the field to the agencies that work well with you. With a little luck, you’ll find your efforts rewarded with the beginning of a beautiful friendship.

Further reading:

• 7 questions every CMO should ask a prospective agency
• Download a streamlined RFP template
• How to Choose an Advertising Agency

How have you streamlined a selection process? Would your hospital’s leadership support a pilot project or the traditional proposal process? Got an RFP horror story? Please share!

Rethinking Your Agency RFP Process

While the RFP process is a necessary evil, there is an opportunity to make it less complex and more tolerable for everyone involved. Writing the RFP, determining who gets it, and taking questions can be excessively time consuming.

One way to streamline part of this process is in the actual RFP. Recently, we received an outstanding RFP from Aaffect, a marketing research firm. They required the response to be no longer than 10 pages. What a wonderful idea, for the agencies and the client. It was to-the-point and gave the client a quick snapshot of capabilities surrounding their needs.

This RFP also required each agency to summit their proposal anonymously, with an accompanying identifying document. Talk about fair. Your RFP had to do all the work.

With the proposals in, now you need to select agencies to present and set up meetings. Presentations can be flashy, but we suggest looking for the real grit.

It’s important to pay special attention to healthcare knowledge, experience with similar hospitals, service lines or issues, agency biographies, proximity, campaign samples, depth of services, measurable results, easily accessible rate cards and references.

We love to hear about your experiences. What do you think of the status quo proposal process? Have you written a particularly effective RFP? Do you have an RFP horror story?

Hiring a Healthcare Marketing Agency RFP

I will be presenting with our friend and client, Rick Prudhomme, from Pardee Hospital at SHSMD in September on “Built to Last Client/Agency Partnerships.” To learn more, visit SHSMD’s website. Not attending? Drop me a line at smoegling at franklinstreet dot com and I will send you the handout deck.

Hiring a marketing agency-of-record can be a lengthy, time-intensive process. Healthcare systems are notoriously consensus-driven, which often translates into a lot of planning, meetings and committee voting, especially when the decision is to hire an agency-of-record.

Some health systems who seek an agency of record need to conduct a formal RFP for political or consensus-building reasons. But conducting an RFP doesn’t need to be an arduous, time-consuming process. The starting point is a needs assessment. Determine what you need in an outside partner. Is it new ways of attracting patients or building relationships with referring physicians? Special insights on digital and social media? A well thought out needs assessment makes short work of finding the right partner.

The second step is finding agencies to invite to the RFP. The number one way to find agencies is through asking peers, such as professional organizations you might be involved in, such as state chapters of healthcare marketing and PR associations, or The Society for Healthcare Strategy and Market Development (SHSMD).

The second step is drafting the RFP. Having gone through hundreds of RFPs and having asked professional agency search consultants their recommendations, here’s a streamlined RFP outline:

1. Organization background

2. Reason for hiring agency

3. Services requested

4. Organizational chart

5. Capabilities request

- healthcare
- similar hospitals
- service lines/issues
- agency biographies
- proximity
- campaign samples
- depth of services
- measurable results
- rate cards and fee schedules
- references

6. Process

- RFP submission terms
- availability for questions
- narrowing of candidates
- onsite presentations/assignments

7. Timeline

8. Financial expectations

Want it all on a page? Download a one-page summary of the streamlined RFP.

What are your best practices in hiring marketing and advertising agencies of record?