AGENCY: From Concept to Leading Medical Marketing Brand

Overview

Transforming a nascent idea into the top-ranking medical marketing agency in Bristol required a comprehensive and strategic approach.

For AGENCY, we undertook a multi-faceted project involving process design, market research, USP development, productisation, naming, branding, tone of voice creation, website development, animation, podcast production, and local SEO.

Process Design

Faced with a broad and complex project, AGENCY needed a structured approach to ensure every element was addressed efficiently.

We started by breaking down the project into manageable chunks, using a sprint methodology to tackle each task systematically.

• Flow charts helped visualise the breakdown

• Gantt charts and project management software kept everyone aligned and informed

This approach allowed us to map out the entire process clearly, ensuring no aspect was overlooked.

Regular updates and checkpoints ensured that the client felt in control and informed about the project's progress. This planning and organisation ensured that every deliverable was met on time and to the highest standard, setting a solid foundation for the brand's launch.

Research

Understanding the target audience was crucial for AGENCY’s success.

We conducted thorough market research to identify the needs and preferences of CEOs, medical marketing managers, and physicians.

By engaging with these stakeholders, we uncovered valuable insights into their expectations and pain points. This research revealed a significant opportunity to differentiate AGENCY through a focus on control and empowerment, themes that resonated strongly with our audience.

We discovered that these professionals valued the ability to make informed decisions and appreciated straightforward, effective communication.

These insights informed every aspect of our strategy, from naming and branding to the development of the service offering, ensuring that AGENCY’s message would resonate deeply with its target market.

USP

Developing a unique selling proposition (USP) was essential for positioning AGENCY in a crowded market.

We began by interviewing individuals who had previously worked with the company owner, gaining insights into why they chose to collaborate with them. The feedback highlighted the owner's unique blend of legal and medical expertise, extensive sales experience, and personable nature.

We distilled these strengths into three core USPs: legal and medical expertise ensuring compliance, sales expertise driving growth, and a personable team delivering results. These USPs not only differentiated AGENCY from its competitors but also highlighted the intrinsic value and reliability the company brought to its clients.

This clarity in messaging provided a strong foundation for the brand, emphasizing its unique position in the market.

Productisation & Service Offering

We needed to present AGENCY’s services in a way that addressed specific challenges within the medical sector.

After identifying the core services, we conducted interviews with target audience members to understand their needs better. We discovered that our clients needed to market to patients, companies coming up for tender, and physicians.

This led us to develop three distinct products:

1. Patient Marketing

2. Account-Based Marketing

3. Marketing to Physicians
   

Each product was tailored to address the unique challenges faced by these groups, ensuring that AGENCY’s services were highly relevant and effective.

This targeted approach allowed us to position AGENCY as a versatile and knowledgeable partner capable of meeting the diverse needs of the medical marketing sector.

Naming

Naming the company was a pivotal step in establishing its identity.

Our research revealed a common desire for control among medical professionals and patients alike. This insight inspired the name "AGENCY," reflecting both the company's role as a medical marketing agency and its mission to empower stakeholders through effective communication.

The name was a perfect fit, encapsulating the essence of what the company stands for and its commitment to giving control back to its clients.

This strategic naming not only set the company apart but also provided a clear, memorable brand identity that resonated with the target audience and communicated the company's core values effectively.

Branding & Brand Guidelines

Creating a distinct and memorable brand identity was critical for standing out in a competitive market.

We conducted extensive market research to understand the visual preferences and perceptions of the target audience. Based on these insights, we developed a modern, sleek brand aesthetic with a contemporary black-and-white focus accented by flashes of colour.

We designed a comprehensive colour palette of six secondary colours for use across all brand communications.

Additionally, we created a detailed brand guidelines document to ensure consistency in all future marketing efforts. This document included specifications for logo usage, typography, colour schemes, and imagery, providing a clear framework for maintaining the brand's visual identity.

Copy Tone of Voice

Given the crowded medical marketing space, AGENCY needed a tone of voice that stood out.

Our competitor research revealed a reliance on marketing jargon, which we found ineffective for our audience.

We crafted a tone that was friendly, persuasive, and easy to understand, with a touch of playfulness. This approach was designed to convey complex information in a relatable manner, crucial for engaging both patients and physicians.

Our tone of voice emphasised clarity and approachability, ensuring that AGENCY could communicate effectively with a diverse audience. This unique voice helped establish AGENCY as a trustworthy and personable brand, capable of delivering sophisticated marketing solutions in a straightforward way.

Website Creation

With the brand identity and tone of voice established, we moved on to creating the website. We employed a well-worn process to ensure efficiency and quality.

Starting with a sitemap, we developed lorem ipsum wireframes to outline the site’s structure. We then crafted the copy, aligned with the brand's tone of voice, and moved into the design and build phase.

Throughout this process, we maintained close communication with the client, incorporating their feedback at each stage. This collaborative approach allowed us to deliver a fully functional, engaging website within just two weeks, ensuring that it was ready for the brand's launch and aligned with the overall brand strategy.

Animation

To make the brand launch even more impactful, we developed several animations.

These included a brand launch animation for the website header and three additional animations highlighting the main benefits of using AGENCY. We opted for a typographical style to match the contemporary look and feel of the brand.

By avoiding live-action footage, we were able to create the animations quickly and cost-effectively. These engaging visual elements served as eye-catching hooks, drawing attention to AGENCY’s unique value propositions and enhancing the overall user experience.

The animations played a crucial role in reinforcing the brand’s dynamic and modern image, making a strong impression on potential clients.

Podcast

To further establish the brand, we developed a medical marketing podcast.

The podcast was designed to be repurposed for social posts, email campaigns, and blog content. We created outlines for each episode with clearly defined sections, making it easy to extract content for various platforms.

Each section addressed specific challenges faced by our target audience, ensuring relevance and engagement.

We also participated in the recording process, lending our expertise to ensure high-quality content. This podcast not only provided valuable insights to listeners but also served as a versatile marketing tool, helping to build AGENCY’s reputation as an industry thought leader.

Local SEO

Upon launching the website, we focused on local SEO to ensure AGENCY became the top-ranking medical marketing site in the Bristol area.

We researched local keyword terms and developed a six-month roadmap to achieve top rankings. We updated the site copy, created keyword-led blog posts, and optimised the Google My Business profile.

Within a month, AGENCY achieved top organic rankings for the most important keywords and became the top Google My Business profile for key search terms. This rapid improvement in visibility drove significant traffic to the website, establishing AGENCY as the leading medical marketing agency in the region.

Result

By the end, AGENCY went from the seed of an idea to the top-ranking medical marketing agency brand in the Bristol area, thanks to a comprehensive, strategic approach that covered every facet of the brand's development and launch.