In healthcare communications, outcomes matter, but how those outcomes are achieved matters just as much. Many brands are re-evaluating their agency relationships and asking a fundamental question: do we have a supplier delivering campaigns, or a strategic partner invested in our enduring success?
The limits of a transactional agency model
Traditional agency models often focus on outputs: coverage secured, content delivered and campaigns launched. While these are essential, they can become limiting when agencies sit at arm’s length from the business. Some of the most common ‘Agency Complaints’ that we hear from the people we talk to include:
- Senior teams involved at pitch stage but absent day-to-day
- High staff turnover leading to time spent rebriefing new client service team and building trust
- Agencies that execute well but lack deep understanding of internal realities, governance and constraints
More broadly, these frustrations reflect three recurring themes highlighted in the latest Association of National Advertising report – ‘Client-Agency AOR Relationship Tenure’. The findings highlight the impact of sustained collaboration and the growing importance of trust and transparency in marketing relationships. The report highlights 3 common client-agency concerns…
- Poor communication and transparency
Clients often experience a drop-off in communication once contracts are signed. Reporting can become vague or focused on ‘vanity metrics’ such as impressions or clicks, without clearly explaining what is working, what isn’t, and what should happen next. When agencies operate at a distance, communication becomes reactive rather than strategic.
- Overpromising and underdelivering
Another common frustration is when expectations set during pitch phase don’t translate into delivery.
- A lack of strategic, tailored thinking
Clients increasingly push back against ‘one-size-fits-all’ approach where the same offering is applied to every brand. In highly regulated sectors like healthcare, effective communications require a deep understanding of the organisation, its governance, and its specific challenges.
Strategic partnerships change the dynamic
Our latest Client Satisfaction Survey reinforced that the most effective agency relationships are built through partnership, not provision.
When agencies are allowed to become an extension of the internal team, several things change:
- Strategy improves because counsel comes from understanding the context, not just the brief
- Accountability increases because outcomes feel shared
- Decision-making becomes faster, more confident and more pragmatic
In our survey, clients repeatedly described how they value EatMoreFruit because ‘we make their lives easier’, by understanding how their organisation works, and a willingness to work within complex SOPs rather than around them.
This level of integration does not happen overnight – it is the product of trust, continuity and genuine investment in our clients’ businesses.
Senior access and continuity are not ‘nice to haves’
One of the clearest signals from our findings was the importance of consistent, senior-level involvement. The results showed us just how much value clients put not only on chemistry but also how factors like the calibre and seniority of personnel also play a significant role when evaluating the working relationship. This reflects a broader shift that brands increasingly want the added value that comes from working with thinking partners and senior consultancy, more than just delivery teams.
Long-term relationships also matter. Stability allows agencies to build deep institutional knowledge, spot opportunities earlier and challenge more constructively.
The future of agency–client relationships
As healthcare organisations face increasing regulatory, reputational and commercial pressures, the need for agencies who are deeply invested in business outcomes will only grow.
The most successful partnerships will be those where:
- Agencies are treated as extensions of the internal team
- Senior practitioners remain closely involved
- Relationships are built for the long term, not the contract term
When agencies move beyond campaign delivery and into true partnership, they don’t just deliver better work, they deliver lasting value.
If you are a healthcare brand that needs better communications partnership, then we would love to talk. We work as an extension of our clients’ internal teams, combining sector expertise, honest challenge and practical support with regular, direct access to our senior team. Get in touch and let’s explore what we could achieve together.
