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Volume 39, Issue 8
Outlining three practices that are key to navigating today’s multiplayer agency landscape - and getting more value from each external vendor.
If my 20 years in this industry have taught me anything, it’s that pharma marketers have a high-stress, complex job. Physicians are harder to reach, value chains have become more nuanced, and patients are playing a bigger role in their care decisions than ever before. Simultaneously, technology and data accessibility have raised the bar on what consumers expect.
The demands on today’s pharma marketers are only growing. To deliver on those demands, many of them rely on external partners. But it isn’t as simple as hiring a single agency; a complex digital landscape requires an equally complex ecosystem of partner agencies.
Managing these multiple vendors requires extensive coordination, and can result in frustration when communication falls apart. These three practices are key to navigating today’s multiplayer agency landscape-and getting more value from each of your external vendors.
Working with multiple vendors means that there are a lot of cooks in the kitchen. If you want to avoid confusion-induced project delays, be frank about expectations with your marketing partners from the get-go. Whether you’re working with two vendors or five, you can avoid conflict by giving each of them access to critical information.
When you’re managing several marketing vendors-not to mention your own direct reports and relationships with other team members-it’s easy for wires to get crossed. Implement best practices in project communications with the following steps.
Establishing measures of success before you sign on the dotted line is essential. Not only will you learn what metrics and data your vendors and partners are capable of communicating, you’ll provide a more concise picture of what you expect them to deliver.
Justin Grossman is CEO of meltmedia