Unlock the full potential of your medical communications agency partnership

Working with a medical communications agency can provide you with extensive expertise, strategic thinking, and additional capabilities, enabling you to achieve your goals more effectively. Regardless of your project needs, a skilled agency should act as an extension of your team, bringing a fresh perspective and a wealth of experience to the table.

However, to truly unlock the potential of such a partnership, it’s essential to approach the relationship strategically. A successful collaboration depends not only on the agency’s capabilities but also on how well both sides work together to align goals, share insights, and overcome challenges. This guide will walk you through the steps to ensure you get the most out of your agency collaboration, offering practical tips and strategies to strengthen the relationship and achieve desired results.

Why a strong client-agency relationship is essential?

A productive relationship with your medical communications agency isn’t just about getting tasks done—it’s about creating a dynamic partnership that drives creativity and outstanding results. When both sides work cohesively, the benefits can multiply. Agencies bring specialised expertise in areas such as content development, perception management, KOL management, and branding, while clients provide invaluable industry knowledge and insight into their project goals.

Benefits of strong collaboration with your medical communications agency

Strong collaboration ensures that these strengths are combined effectively, leading to:

• Strategic alignment: Both parties share a common vision and focus on the same objectives, making projects more effective and impactful
• Creative breakthroughs: Trust and collaboration create an environment where bold ideas can be explored and refined
• Operational efficiency: Clear communication reduces delays and missteps, ensuring projects are delivered on time and on budget

Building this type of relationship requires time, effort, and mutual respect, but the results are well worth it!

Step 1: Define clear objectives from the start

Outline your project goals with precision

The foundation of any successful agency collaboration lies in having a clear understanding of what you want to achieve. Before engaging with an agency, take the time to outline your objectives. These might include:

• Increasing product awareness within a specific market
• Driving more KOL engagement
• Enhancing your reputation through targeted efforts
• Launching a new product or service to your target audience

The more specific your goals, the better equipped your agency will be to develop strategies that deliver desired results. For instance, instead of simply stating “increase awareness,” consider specifying “increase awareness among healthcare professionals in the UK through earned media coverage in top-tier publications.”

Establish success metrics

Once your goals are defined, it’s important to establish how you’ll measure success. Clear metrics not only help track progress but also ensure that both you and your agency are aligned on what constitutes a successful outcome.

Examples of success metrics for agency collaboration

• Media impressions or level of engagement
• Increased enquiries about the product or service
• Positive evaluation scores post-event

By agreeing on measurable KPIs (Key Performance Indicators) early on, you’ll provide your agency with a framework to guide their work and keep the partnership results-driven.

Step 2: Select the right agency for your needs

Go beyond capabilities when evaluating agencies

When choosing an agency, it’s tempting to focus solely on their capabilities or industry expertise. While these factors are important, cultural fit and working style are equally critical.

Questions to ask when selecting a medical communications agency

• Does this agency understand the nuances of your industry or target audience?
• Are they aligned with your organisational values and do they understand your tone of voice?
• Does their approach to collaboration match your team’s way of working? If not, are they willing to adapt?

For example, if your organisation values a structured, process-driven approach, an agency with a more flexible or improvisational style might not be the best fit. Similarly, if creativity is a priority, ensure the agency has a proven track record of delivering innovative solutions.

Step 3: Lay the foundation for a successful partnership

Prioritise thorough agency onboarding

Onboarding is a crucial phase that sets the tone for your entire partnership. During this stage, ensure your agency has access to all the resources and information they need to hit the ground running. This might include:

• Your brand guidelines, mission, and vision
• Other essential resources, including what’s worked and what hasn’t in the past 
• Any additional information or materials

Think of your agency as an extension of your team—providing them with context and clarity will help them deliver work that aligns with your brand and goals.

Define roles and responsibilities

Clearly delineating roles and responsibilities can prevent confusion and ensure smooth collaboration. Decide early on who will:

• Serve as the main point of contact for day-to-day communication
• Approve creative assets, strategies, milestones, or deliverables
• Provide subject-matter expertise when needed

When everyone understands their role, it’s easier to avoid bottlenecks and maintain momentum.

Step 4: Foster strong communication and collaboration

Attend regular check-ins

Consistent communication is the cornerstone of a strong client-agency relationship. Agree for the agency to schedule regular check-ins—whether weekly or fortnightly—to discuss progress, share feedback, and address any challenges.

Agency will usually aim to cover during regular check-ins topics such as:

• Updates on ongoing activities
• Upcoming priorities and deadlines
• Any obstacles that need to be resolved

Regular touchpoints keep both sides aligned and ensure that issues are addressed promptly without affecting the budget and timelines.

Be transparent and open

Transparency is key to building trust. Share your organisation’s challenges and constraints openly—whether it’s budget limitations, shifting priorities, or internal approvals. Similarly, be forthcoming with feedback.

How to provide constructive feedback

Instead of saying, “This isn’t what we’re looking for,” try, “The tone here feels too formal; could we make it more conversational to align with our audience?”

Direct feedback helps the agency quickly adjust and refine their approach.

Resolve miscommunications quickly

Misunderstandings are inevitable in any working relationship, but addressing them early prevents them from escalating. If a brief is unclear or a deliverable doesn’t meet expectations, discuss it directly but constructively. Approach challenges as opportunities to refine processes and strengthen collaboration.

Step 5: Measure results and learn for the future

Evaluate campaign performance

At the end of the project, review its performance against the KPIs you set at the start. Experienced agencies will always schedule a debrief call to discuss and identify:

• What worked well and why
• Areas where the strategy could be improved
• Insights that can inform future projects

This evaluation process not only helps you measure success but also strengthens your partnership by fostering continuous improvement.

Celebrate wins together

Recognising your agency’s contributions and celebrating milestones—whether it’s securing a major piece of media coverage or achieving a significant increase in engagement—boosts morale and reinforces the value of your collaboration.

Conclusion: Build a strong, collaborative partnership

Working with a medical communications agency can unlock tremendous value for your organisation, but the key to success lies in building a strong, collaborative partnership. By setting clear objectives, fostering open communication, and approaching challenges together, you’ll create an environment where both sides can thrive.

Take your partnership to the next level

Consider these practices next time you are working with an agency and watch your projects—and your partnership—reach new heights.