Healthcare Demand Generation
Yourinnovationdeservesmoredemand.
That’s what we fix.
Most healthcare teams have only one way to build demand: train the sales force and hope. We build the demand first, so your reps walk into rooms that already want what you’ve made.
Not sure yet? Find your situation →
Results from client work
285
patient enquiries in one month, every one routed to a clinic and tracked by country, one system across three European markets
Patient acquisition case study128
patient referrals in a single month for a non-surgical option most GPs were not yet aware of
nSTRIDE case studyNHS London
named commissioner funded the engagement, and a stalled NHS launch became active
HepCARE case studyEach figure has a published case study behind it. Read the case studies.
What we do
Built for the
gap between
good and adopted.
Want the detail? See how each result was built.
The person behind the numbers
Michael takes every triage call himself.
Twenty years in healthcare commercialisation. Ex-Zimmer, 47 product launches across five continents, and the author of It’s Not a Sales Problem. If we can help, he’ll say how. If we can’t, he’ll say so.
I first discovered AGENCY when I was looking for a confident, capable and medical-marketing experienced agency to support us with our product launch strategy. AGENCY continually surprise me with their dedication. Put simply, they consistently overdeliver.
Pharma · MedTech · Biotech · Diagnostics
A UK healthcare marketing agency based in Bristol. We specialise in healthcare, so the frameworks transfer and the stakeholders look familiar from day one.
Trusted by
Not ready to talk?
Start with one of these.
Free, no sign-up. Each one is built on the thinking behind our services.
Six assessments, 8 to 10 minutes
Find your weakest areas
Pick the one that fits your situation. Your score and top gaps show on screen, and the full report comes by email if you want it.
Behind all three services
See all sixGuide, 8-minute read, free PDF
Why Launches Miss
The five launch stages that cannot be skipped, the team audit that finds your gap, and the system that replaces launch-day hope.
Behind Product Launch Excellence
Read the guideFive eBooks, free PDFs
Painful Conversations
A research series on how patients with chronic pain describe what they feel, and why the language changes the outcome.
Behind Patient Product Marketing
Read the seriesGuide, 7-minute read, free PDF
The £40K Stand
Where congress money goes, what comes back, and the discipline that turns a stand from a cost into a pipeline.
Behind Promotional Events
Read the guideOr start with the guides sequence: diagnose what is broken, then read the guide for your type of campaign. See all guides.
How we work
Agency.
So you don’t
need one.
Most agencies create dependency. The more you need them, the more successful they are. We take the opposite approach: training, a single deliverable, or a full programme. Whichever tier you pick, you end up more capable, not more dependent.
See the three ways to work with usGood products. Good people. Not enough demand.
Feeling frustrated getting your innovation in front of the people who need it most? You’re not imagining it.
The access window is closing
Nearly80%
2008
44%
2016
In 2008 nearly four in five US physicians met with most of the reps who called on them. By 2016 fewer than half did. Differentiation does not buy back the time.
Source: ZS Associates AccessMonitor (nearly 80% in 2008 to 44% in 2016, US physicians).
Every door that closes to the rep widens the gap between building something good and getting it adopted.
The diagnosis
When the door is shut, the middle decides who gets in.
So buyers do what any of us do when time is short: they form their view long before a rep is in the room, from the information, proof and insight they can find for themselves. That view is built in the middle layer, by demand generation, which is why the decision now forms before the conversation does. Awareness and lead generation still matter, they are simply no longer where it forms.
Top of funnel
Awareness
Getting known. Visibility in the market and in the mind.
Middle layer
Demand generation systems
Where a buyer makes up their mind about you, with or without you in the room.
Your buyer is forming a view about you right now, and you are not part of it. The middle layer is the only place you get to shape what they conclude before they ever take your call. Every part of it is measurable.
Where the decision now forms. Our specialty.
Bottom of funnel
Lead generation
Turning formed intent into conversations and pipeline.
Top of funnel
Awareness
Getting known. Visibility in the market and in the mind.
Necessary, but it only gets you known
Middle layer
Demand generation systems
Where a buyer makes up their mind about you, with or without you in the room.
Your buyer is forming a view about you right now, and you are not part of it. The middle layer is the only place you get to shape what they conclude before they ever take your call. Every part of it is measurable.
Where the decision now forms. Our specialty.
Bottom of funnel
Lead generation
Turning formed intent into conversations and pipeline.
The reward, if the middle did its job
We run all three. We specialise in the middle, because that is where the access problem is solved.
Where are you?
Where does your
work sit?
Most teams sit across more than one. Start where it stings most.
Marketing teams
You're producing campaigns and content. But healthcare has dynamics that general marketing doesn't prepare you for.
See what good looks likeMarketing leaders
Your board wants pipeline attribution, not impressions.
Build strategies that hold upBusiness leaders
Your reps are expensive and your pipeline is unpredictable. It's a demand problem wearing a sales costume.
Find your situationOr start from your sector: pharma and biopharma marketing, medical device marketing, or HealthTech marketing.
Not sure? That’s what the first call is for.
Learn from us, no commitment required
The Book
It’s Not a Sales Problem
The methodology behind the method. Read the first three chapters free, no sign-up required.
Read the book
The Podcast
The AGENCY Podcast
Healthcare commercial strategy, discussed. Real situations, real decisions, no filler.
Listen freeOne hour.
Name the gap.
We learn your situation, you learn how we think. If we can help, we’ll say how. If we can’t, we’ll say so.
We take on a maximum of 10 clients at a time.
Apply for a free 60 minutes with usNo fee.
No pitch.
No obligation.
Healthcare innovations deserve recognition. We help them get it.