Getting Started
We diagnose
before we prescribe.
Most agencies pitch before they listen. We start with a conversation, not a proposal. And we don’t charge until we’ve earned the right to. Here’s how it works.
We’ve probably seen your problem before.
Not in your speciality, necessarily, but in another one. Twenty years, forty-seven launches, five continents. Orthopaedics, ophthalmology, wound care, anaesthetics, diagnostics, digital health. The patterns repeat. The access problem is the same. The committee dynamics are the same. The gap between clinical evidence and commercial adoption is the same.
That cross-speciality knowledge is the thing most healthcare companies don’t have. Your team knows your product better than anyone. But they’ve only ever launched in their own field. We’ve seen what works across all of them.
Which is why we start with a conversation, not a pitch. And why we don’t charge until we’ve earned the right to.
The process
Four stages.
Fees begin at stage four.
Triage
30 minutes. No fee. No obligation.
We listen. You tell us where you are, what you're trying to achieve, and what's getting in the way. We ask questions. Some of them uncomfortable. By the end we'll both know whether there's a fit. If there isn't, we'll say so and point you somewhere better.
What you get
Clarity on whether AGENCY is the right partner for your problem.
Diagnosis
Our assessment. Still no fee.
Based on the triage call, we go away and think. We look at your market, your positioning, your commercial situation. Then we come back with what we see: where the chain is broken, what's working, what isn't, and what we'd prioritise.
What you get
A candid assessment. Not a sales document. Many clients have told us the diagnosis alone was worth the conversation.
Prescription
A clear proposal. No ambiguity.
We write a proposal that tells you exactly what we'd do, in what order, over what timeline, for what price. One number. No hourly rates that expand. No phases to be scoped later. No surprises.
What you get
A document you can take to your board, your procurement team, or your co-founder with confidence.
Treatment
Where the work begins. And where fees begin.
We execute the plan. Depending on what you need, that might be us delivering the work, us guiding your team, or us training your team to do it themselves. Every engagement includes measurement. We agreed what success looks like at the prescription stage, and we hold ourselves to it.
What you get
The outcomes we agreed to. Documented, measured, and transparent.
Forty-seven launches. Five patterns. Your situation is one of them.
Knowing your stage means we spend the triage call on value, not context. Pick the closest. Or skip it entirely.
A
Pre-approval
Idea or early product. No regulatory clearance yet. Need to lay commercial foundations before Day 1.
B
Approved, not launched
Licence to sell, but no commercial engine. Need messaging, playbooks, demand generation.
C
Launched, growth stalled
Revenue exists but the curve isn't bending. Something is broken. Not sure what.
D
Growing, new markets
Product-market fit proven. Need to replicate in new geographies, channels, or territories.
E
Prove marketing works
£400K spent this year. On Monday the CFO asked which product the £400K supported. You did not have a one-line answer.
Not sure? That’s fine. The triage call exists to figure it out together.
Engagement tiers
Some clients need a day. Some need six months. You probably already know which.
Get Me a Deliverable
"I need a pitch deck." Or a sales playbook. Or an event strategy.
A specific output. You know what you need, you need it done properly, and you need someone who understands healthcare. One brief, one scope, one price.
From £1,500
Show Us What Good Looks Like
"Our team needs to get better at this."
One afternoon. Your five-person marketing team walks out with a launch playbook for your actual next product, not a case study about paracetamol. Frameworks applied live, not lectured.
From £850
Help Us Build the Blueprint
"We know where we want to get to, but we need help planning."
We work with your team to build the commercial and marketing architecture. The output is a plan your team can execute.
From £5K
Get It Done
"Just get me results."
We build and run the demand generation system. Strategy through to execution, measured against commercial outcomes.
From £10K
Not sure which fits? That’s what triage is for. 30 minutes. No fee. No pitch.
Here's what the first call looks like.
Who you’ll speak to
Michael Colling-Tuck - and the team behind him
Michael leads every strategy regardless of engagement size. Hover the video for a feel for what we’re like in the room.
- Booking a triage call
- Fill in the short intake form on this page or any page on the site. Four questions. Takes 3 minutes.
- What to prepare
- Nothing formal. But it helps if you can articulate: what are you trying to achieve, what have you tried, and what's getting in the way.
- Timeline to work starting
- Typically 3 to 4 weeks from first call. Faster if needed. We won't rush the diagnosis to hit an arbitrary start date.
- No obligation at any point
- Triage, diagnosis, and prescription are all free. If you walk away after the diagnosis having learned something useful, that's a good outcome.
Book a triage call.
30 minutes. No fee. No pitch. Pick a slot below.
Video - 36 sec
Meet AGENCY
Highlights from the AGENCY podcast - Michael, the team, and how we think about healthcare commercial work.
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