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 →
Pharma · MedTech · Biotech · Diagnostics
Trusted by
Good 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
80%
2008
44%
2021
24%
today
The share of clinicians a rep can still reach, a quarter of what it was in 2008. Differentiation does not buy back the time.
Source: ZS Associates rep-access study.
The gap between building something good and getting it adopted has never been wider.
Are you generating the demand you expected?
285
patient enquiries in one month at a £29 blended cost per acquisition, one system across the UK, Germany, and Sweden
Arthrosamid 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 studyLive numbers from current engagements, not a highlights reel. Read the case studies.
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.
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.
What we do
Built for the
gap between
good and adopted.
Want proof? See the case studies.
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 usWhere 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 situationNot 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.