Beyond the Basics: Elevating Expectations for Your Next AOR

In an era where competition is fierce and the pressure to deliver a unique and differentiated brand value proposition is critical to maximize your brands potential, pharmaceutical companies can no longer afford to rely solely on the traditional pillars of creative excellence, strategic thinking, and robust communication and collaboration skills when choosing their next AOR. While these qualities remain crucial, the current landscape demands your agency delivers more value than just the basics. To get the most impact from your next AOR check to see if they can deliver these 7 emerging capabilities now being offered by select agencies.

1. Direct Relationships with Your KOLs

An AOR that has existing relationships with your KOLs can be highly advantageous. KOLs are experts in their respective fields, possessing deep knowledge and influence within the medical community. AORs with direct KOL relationships can easily collaborate with them to gain invaluable insights into your brands strategy, creative and messaging. This partnership facilitates the creation of more targeted and effective advertising campaigns that resonate with HCPs and patients alike. Additionally, these same KOLs can provide credibility and endorsement for your brand, enhancing its reputation and acceptance in the market.

2. Deep Internal Scientific Knowledge

An agency must possess a solid grasp of scientific concepts, research conducted in your therapeutic area and the brand's clinical trial data. This ensures they can accurately convey the benefits and potential risks of your brand. An agency with Medical Strategists who are MDs with experience treating real patients will have a deep scientific background, be better equipped to inform your brands strategy and create content that resonates with HCPs and consumers.

3. Hyper-Personalization Expertise

Hyper-personalization is the next major advancement in omnichannel marketing. Artificial intelligence, predictive analytics and newer technologies will enable an enhanced, hyper-personalized customer experience. Your next AOR must have the expertise to design experiences that make your customers feel like you completely understand their needs and preferences. These experiences will be seamless and individualized for customers across all the channels they engage with and drive them towards making a treatment decision for your brand.

4. Access to Propriety Customer Data and Insights

Access to proprietary customer data and insights is crucial for companies to refine and optimize their marketing efforts. An AOR that can provide access to data and insights for your target customers is uniquely positioned to grow your brand. By analyzing data on customer demographics, behaviors, and preferences, companies can tailor their marketing strategies more effectively. This informed approach fosters better relationships between your brand and target customers and plays a pivotal role in shaping successful marketing strategies and campaigns.

5. Advanced Analytics Capabilities

In addition to providing access to propriety data, being able to leverage an AOR's internal advanced analytics capability is essential to effective pharmaceutical marketing. The AOR should employ a data-driven approach to measure the success of campaigns, optimize strategies in real-time, and provide actionable insights. Utilizing big data and advanced analytics tools can help in understanding market trends, customer behavior, and campaign performance.

6. Regulatory Navigation Experience

Pharmaceutical companies operate in one of the most heavily regulated industries. While a creative agency's flair is indispensable, what truly sets apart the chosen ones is their prowess in navigating the regulatory environment. AORs with an intricate understanding of FDA regulations and how to navigate the process are invaluable. This expertise ensures that campaigns are not only compelling but also compliant, safeguarding your company's reputation and bottom line.

7. Small Agency Culture with Big Agency Resources

An AOR with a small agency culture that leverages big agency resources offers several distinct advantages. First, it allows for more senior level engagement in developing marketing strategies, ensuring that campaigns are finely tuned to optimize their impact. The intimate setting also fosters closer relationships, enabling quicker adaptations to market dynamics. Moreover, access to big agency resources can bring cutting-edge technology, high impact media platforms and advanced data analytics capabilities, enhancing the effectiveness of your campaigns. Overall, this hybrid model combines the agility and client-focused service of a smaller agency with the robust resources and capabilities of a larger organization, creating a potent formula for success.

The decision to partner with an AOR offering capabilities beyond traditional creative and strategic services is pivotal in navigating the complexities of today's healthcare landscape. Choosing an AOR that excels in areas beyond the basics enables companies to get the most value from their AOR partnerships and maximize their brands potential. Next time you are choosing an AOR think about requiring these and other emerging capabilities in your section criteria.