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.
Concepts
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 E's, 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
The 3 E's Launch Readiness Checklist
47 questions across Equip, Evolve, and Empower. Score your readiness before launch day, not after.
PDF · 8 pages
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 bookSales Enablement
The Sales Playbook Template
The exact structure we use to capture what a best rep knows and make it transferable across the whole team.
PDF · 12 pages
Request the templatePatient Marketing
EMEA Patient Marketing Compliance Map
What you can and cannot do across fifteen EMEA markets. Regulatory positions by country, not a blanket policy.
PDF · 16 pages
Request the guideEvents
The Congress ROI Framework
Pre-event, on-stand, and post-event. The sequence that turns badge scans into pipeline conversations.
PDF · 10 pages
Request the frameworkCommercial Strategy
The Demand Diagnostic
Is your problem sales or demand? Eight questions that tell you which one you actually have, and what to do about it.
PDF · 6 pages
Request the diagnostic
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 · PDF
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.
Available on request
Request the frameworkWant the full methodology?
The guides above are extracts. The book and the triage call go considerably deeper. Start wherever makes sense.