Ask Kate: My family hates my agency

Client-agency relationship advice for healthcare marketers

Dear Kate,

When I joined the executive team for our physician practice last year, I brought in a new marketing agency that worked with me at my last company.  The problem is, the agency hasn’t really connected with our CEO and lead decision makers. Their ideas are constantly being questioned, projects are shot down and we’re forced to go back and rethink our strategies. Where is the love between my practice and the agency?

-Stressed in Sarasota 

Dear Stressed in Sarasota,

You’re in a tough spot. You were selected for this role and the rest of the executive team is entrusting you with effectively marketing the organization. But, you’re also constrained by a team that may not agree with your tactics. It’s important to keep an open mind to criticism. Perhaps the agency was a great fit for your previous organization, but may not mesh well with your new one. 

First things first, it’s important that the dynamic between the executive team and the agency is workable for everyone involved. Consider some of the following questions that may pinpoint the issues:

• How are ideas being presented?
• Does the executive team feel they’re being heard?
• When the agency is presenting creative, who is involved?
• Can you be upfront with the executive team and can they be honest with their feedback?

Answering these questions can help uncover some of the underlying issues you are experiencing. In order for a successful client-agency relationship, both parties need to understand that you are on the same team, working toward the same goals. A healthy relationship requires trust and respect from all sides. 

It might be time for an honest conversation between the agency and executive team. This level-set meeting can include an overview of the agency’s experience, their insights and findings about your organization and their process for developing effective marketing campaigns. This allows the executive team to understand how the agency works and give the executive team the opportunity to express any concerns they may have, building trust with their new partner. It’s also an opportunity for the executive team to convey their goals, challenges and ideas about the brand. For something like this, we recommend that anyone with veto power be invited and encouraged to speak up. 

Don’t be afraid to engage the other members of the executive team. If they’re rejecting creative, ask why they’re not on board. Most of the time, people just want to feel listened to and have their opinions considered.

You may be able to save the relationship, but both sides need to reach out to find common ground and a way forward. Otherwise, you may be forced to choose between your responsibility to the practice and your loyalty to an old flame. Be wary and don’t force something that’s not meant to be.

As they say, love don’t come easy, it’s a game of give and take. 

-Kate