Guides · What good looks like
What good actually looks like, by campaign type.
Eight guides for healthcare commercial leaders, sequenced as a spine. Each one sharpens a single buyer decision and ends in a triage call. Diagnose first, then go to the page that fits.
The spine
Eight guides. One sequence. Pick the page that fits.
Each guide names a buyer decision and gives an opinionated read on the right answer for healthcare. The sequence is parallel-entry - you can start at the page that matches your situation. The diagnostic at the top will tell you which one that is.
Cornerstone downloads
The two PDFs that sit behind every guide.
The white paper explains why the old commercial playbook stopped working and what the new one looks like. The process brochure shows what an engagement with AGENCY actually looks like in practice.
Other tools & frameworks
Standalone resources, free to use.
Diagnostics, templates, and frameworks that sit alongside the campaign-type spine. Mostly free downloads, a few interactive tools, all built for healthcare commercial teams.
Patient marketing
The Fourth Lever
Patient marketing is the fourth growth lever, and most healthcare companies never pull it because they assume it is illegal. The legal unlock behind it: educate-filter-direct sequencing, what UK rules actually permit for medical devices, and the patient messaging discipline behind 285 enquiries at £29 a lead. Full guide free on the page; PDF built to forward to legal.
Guide · Free · PDF available
Read the guide
Product launches
Why Launches Miss
73% of healthcare launches miss forecast. The Launch Failure Cascade explains why: five stages that cannot be skipped, the sales-problem-or-demand-problem distinction, and a 30-minute team audit built on the 3 Es. Full guide free on the page; PDF with printable score sheets.
Guide · Free · PDF available
Read the guide
Event ROI
The £40K Stand
Where congress money actually goes and what comes back. The Beyond the Badge Scan discipline, the six-metric event dashboard, and a one-page Event ROI framework to run before you sign the next stand contract. Full guide free on the page; PDF for your inbox.
Guide · Free · PDF available
Read the guide
Sales enablement
Fifty Warm Leads
If fifty warm leads arrived tomorrow, could your team convert them? The Five Ps of sales enablement, the decision-making web, issues versus problems, and the first 90 days of building a conversion engine that does not depend on which rep takes the call.
Guide · Free · PDF available
Read the guideConcepts
Marketing Concepts, Explained
Short plain-English explainers for the marketing and commercial concepts we reference across the site. Attention economy, demand vs sales, the 3 Es, SAFE, commercial chain, and more. Written for healthcare teams with life-science backgrounds.
Reference · 6 concepts
Browse conceptsOur Process
How We Write Healthcare Content
The exact step-by-step process we use on every engagement. From the briefing form through the ten-step creative stage to the three-round amends cycle. Built for Compliant Creativity and regulated-market approval on first pass.
Guide · Process walkthrough
See the processNHS Procurement
NHS Trust Intelligence
Which NHS trusts are spending, what they're buying, and who the decision-makers are. The intelligence layer that turns cold outreach into informed conversations.
Free Tool · Live Data
View the reportProduct Launch
Product Launch Readiness
Score your launch across regulatory, commercial, events, financial and brand readiness. 15 questions, a 0 to 100 score, and your weakest areas named.
Assessment · Free
Take the assessmentThe Book
It's Not a Sales Problem
The complete commercial methodology for healthcare companies. If demand isn't working, the problem is almost never your sales team. This book explains what it actually is. And how to fix it.
Book · Available now
Get the book
Stakeholder Mapping
Stakeholder Problem Mapping
Walk the commercial chain from a stakeholder's Mission through to The Plan. Identify barriers, separate issues from problems, and find where you uniquely fit.
Free download · One-page canvas
Download the template
Healthcare Storytelling
Healthcare Success Stories Framework
Structure any case study or success story using the Character, Journey, Barrier, Guide, Plan, Stakes, Outcome framework. Works for clinician stories, patient narratives, and procurement cases.
Free download · One-page canvas
Download the templateTraining one-pagers
The workshops, on one page each.
What each workshop covers, who it is for, what your team leaves with, and what it costs. Built to forward to whoever signs off the training budget.
Compliant Creativity: The SAFE Framework
Regulatory creative workshop. Bolder work without increasing risk.
Product Launch Excellence: The 3 E's Framework
Healthcare launch workshop, for pre-launch and post-launch teams.
Patient Marketing: The Fourth Revenue Lever
Direct-to-patient strategy workshop, for teams who have only ever sold to clinicians.
Product & Service Playbook Creation
Sales playbook workshop. Consistent messaging across the whole team.
Stakeholder Mapping and Tailored Proposals
Decision-making unit workshop. Win with the clinician but lose the committee, no more.
Want the full methodology?
The guides above are extracts. The book and the triage call go considerably deeper. Start wherever makes sense.
Healthcare innovations deserve recognition. We help them get it.