The media agency’s job has evolved into one in which media is “central to nearly every aspect of pharma commercial activity,” writes solli in its latest “The State of the Agency” report. 

“The pharma media agency … now exists as an equal partner with creative teams. Top pharma media agency teams routinely contribute to big-picture strategy sessions, decisions around data warehouse architecture and everything in between,” solli reports.

These findings align with what the Mediaspace Health team is seeing in the marketplace.  Here are four reasons behind the increasing role of pharma media agencies as strategic partners: 

• Greater need for big-picture strategy.  “Top pharma media agency teams routinely contribute to big-picture strategy sessions, decisions around data warehouse architecture and everything in between,” writes solli. Media agencies are being asked to do less of the formulaic research and buying, and instead being tasked to come to the table with big ideas and key channel recommendations that will help elevate brands beyond what others are doing, while simultaneously having justification for all the dollars spent.  
• The need to “do-more-with-less.” The solli report cites the the current do-more-with-less era of medical media and marketing, noting that marketers need to justify every dollar spent with ROI. Media agencies have responded by methodically offering powerful justifications for expenditures, elevating them as key marketing partners. 
• The rise of AI. “Media groups have also benefited from AI’s effect on other agency functions,” solli reports, noting that pharma marketers are wary of the idea of using AI automation for media buying.
• The proliferation of data. Meanwhile, the increased quantities of available data also increases the role of media agencies as strategic partners. “Firms have tapped this information to better understand audiences, friction points and barriers, which in turn has turbocharged their efforts to combat fragmentation and bolster their strategic credentials,” writes solli. “

How Mediaspace Health works as a strategic partner

Mediaspace Health’s approach is consultative by design, based on agile teams that scale with evolving agency and client needs, integrating seamlessly into established workflows to deliver disciplined, integrated media execution. 

Every engagement is led by experienced strategists with deep healthcare, pharma and medical device media backgrounds, bringing a seasoned perspective from day one. 

As marketers increasingly look to their media agencies as strategic partners, Mediaspace Health is uniquely designed to meet these needs.