In this post, we’ll cover:
- Key marketing client tips to help your pharmacy build a successful partnership with a marketing agency.
- What to know before hiring a marketing agency, from setting goals to understanding your pharmacy’s audience.
- How to communicate effectively and how to talk to a marketing agency to maximize results
What You Need to Know Before Hiring a Marketing Agency
For pharmacy owners, hiring a marketing agency can be a transformative step. A strong marketing partner can help increase prescription fills, attract new patients, and elevate your brand in a competitive market. However, success depends not just on selecting the right agency – it also relies on how prepared your pharmacy is as a client and how well your team collaborates with your agency.
At Storey Marketing, we’ve found that the most successful client-agency partnerships are built on clarity, communication, and collaboration. Whether your pharmacy is engaging an agency for the first time or looking to strengthen an existing partnership, these marketing client tips will help you get the most out of the relationship.
10 Marketing Client Tips for Pharmacies Working With a Marketing Agency
1. Understand Your Pharmacy’s Strengths and Weaknesses
Before you start talking to a marketing agency, take stock of your pharmacy’s strengths and areas for improvement. Are you known for excellent customer service, but your digital presence is limited? Or do you have strong in-store promotions but need help engaging patients online?
Understanding your pharmacy’s strengths and weaknesses allows you to clearly communicate your goals and expectations. Tools like a SWOT analysis can help identify strengths and weaknesses as well as opportunities and challenges unique to your business. This article from the U.S. Chamber of Commerce guides you on how to conduct a SWOT analysis as well as mistakes to avoid.
2. Know Your Audience
One of the most important aspects of how to talk to a marketing agency is sharing a clear picture of your patients. Who are your current customers, and who do you want to attract? Are you focused on local families, senior patients, or specialty medication clients?
Providing this insight allows your agency to craft messaging, promotions, and digital campaigns that resonate with the right audience. For pharmacies, even small details – like preferred communication channels or common patient concerns – can make a big difference in campaign effectiveness.
Want to learn more on gathering data effectively to learn your audience’s needs and behaviors? Click here to read our blog post, “Understanding Your Audience: The Power of Data-Driven Insights.”
3. Review Your Branding and Logo
Your pharmacy’s visual identity plays a key role in patient trust and recognition. Before engaging an agency, evaluate whether your logo, colors, and overall branding still reflect your business today.
An outdated or inconsistent brand can confuse patients. A good agency will help refine your branding to ensure it communicates professionalism, reliability, and the unique personality of your pharmacy.
4. Assess Your Online Presence (Online or Starting from Scratch)
Whether your pharmacy already has a website or is starting from scratch, your digital presence is critical. Your agency needs to know what’s working, what’s missing, and what kind of online experience you want patients to have.
If you have an existing website, share login access, analytics, and any pain points. If your pharmacy is building a new site, discuss your goals, desired features, and examples of sites you admire. This ensures your agency can design a website that reflects your pharmacy’s services and encourages patient engagement.
5. Set a Clear, Realistic Budget
Budget clarity is crucial when hiring a marketing agency. Be upfront about how much your pharmacy can invest, whether it’s a monthly marketing retainer or a project-based spend.
A transparent budget allows your agency to create a results-driven strategy that fits your financial parameters. Remember, it’s not just about how much you spend – it’s about spending strategically to attract and retain patients.
6. Know Where Your Patients Come From
Understanding the patient acquisition channels helps your agency focus its efforts. Are most patients finding your pharmacy online, through referrals, or via in-store visits?
Sharing this insight allows your agency to prioritize marketing strategies – like local SEO, social media campaigns, or in-store promotions – that deliver the greatest impact for your pharmacy.
7. Align Internally Before Meeting the Agency
Before meeting your marketing agency, gather input from your pharmacy team. Speak with pharmacists, technicians, and staff about current marketing challenges and goals.
Internal alignment ensures that everyone understands the pharmacy’s priorities, making it easier for your agency to develop strategies that meet your team’s objectives. This is one of the most overlooked marketing client tips for pharmacies seeking smooth collaboration.
8. Treat Your Marketing Agency Like a Part of Your Team
Think of your agency as an extension of your pharmacy. Beyond skills and experience, cultural fit matters. The agency should understand your pharmacy’s values, communication style, and long-term goals.
Strong partnerships rely on trust, collaboration, and shared vision. Ask about processes, communication expectations, and reporting methods to ensure your agency aligns with your pharmacy’s needs.
9. Decide Between a Local or National Agency
Pharmacies often face the choice between local or national agencies.
- Local agencies bring personalized attention and community insight – critical for pharmacies with neighborhood-focused patient bases.
- National agencies can offer broader experience and access to more resources, which may benefit larger or multi-location pharmacies.
The right choice depends on your pharmacy’s size, objectives, and communication preferences.
10. Keep Communication Open and Ongoing
Ongoing communication is one of the most important marketing client tips for pharmacies. Regular check-ins, honest feedback, and transparency about what’s working (or not) help your agency refine strategies and deliver meaningful results.
Pharmacy marketing is dynamic – effective communication ensures your campaigns stay aligned with your goals, and your agency can adapt to changes in patient needs or market trends.
The Best Pharmacy-Agency Partnerships Are Built on Communication
The strongest client-agency relationships are rooted in trust, clarity, and collaboration. By understanding your pharmacy’s strengths, aligning your team, setting clear goals, and maintaining open communication, you empower your marketing agency to achieve the best results.
Following these marketing client tips will help your pharmacy maximize its marketing investment and build a partnership that drives patient growth and long-term success.
