The healthcare industry is no stranger to change, and the COVID-19 pandemic has only highlighted and accelerated the ongoing need for innovation—including how the industry markets its products, services and solutions. Many companies, from large pharma organizations to small digital health start-ups, are searching for ways to reimagine their marketing and gain access to new customers.

The most common approach—hiring an agency of record (AOR), typically from a large network-based group of advertising agencies—has been the safe, go-to choice for many pharma and medtech companies. However, if you have ever conducted a request for proposal (RFP) and have been sold the “A” team only to be given the “C” team when it comes to delivering the work, then you know the value and efficiency of working with experts in their given field.

Micro agencies are nimble and agile, capable of pivoting quickly to adapt to new trends, regulations and technologies. They can experiment and make adjustments on the fly, optimizing your marketing efforts for maximum impact.

When it comes to commercial success, there is growing recognition of the benefits offered by smaller agencies. Sometimes called “micro agencies” with a small team and network of subject matter experts across a variety of knowledge domains, these agencies provide flexibility and close collaboration at a lower cost. They take the time to understand the unique needs and goals of their clients, providing a customized marketing strategy that aligns with their specific objectives. For pharma brands, medtech companies and digital health start-ups struggling with limited commercial resources, leveraging these advantages can be a game-changer.

But it’s not just about the money. The personalized touch that micro agencies bring to the table is truly invaluable. Unlike larger agencies, micro agencies have smaller teams, fostering closer collaboration and two-way planning dialogue. They take the time to really understand your organization’s unique needs and goals, crafting a customized marketing strategy and tactical execution plan that aligns perfectly with your objectives. In an industry as complex as healthcare, this level of attention and personalized planning is a breath of fresh air.

What’s more, micro agencies can provide access to a network of subject matter experts who specialize in specific areas of healthcare, or any business. Need an expert who can write in-depth content on diabetes and weight loss? Or do you need an expert on programmatic digital ad buying and best practices for TikToK video creation? A small agency is more likely to have access to experts that have an in-depth understanding of the industry’s unique nuances and complexities in hours and days versus weeks. They know how to develop marketing strategies and campaigns that truly resonate with healthcare professionals and patients alike. Their deep knowledge and expertise ensure that the messaging and positioning of your product is spot-on, lending credibility and making a real, measurable impact.

Micro agencies are nimble and agile, capable of pivoting quickly to adapt to new trends, regulations and technologies. They can experiment and make adjustments on the fly, optimizing your marketing efforts for maximum impact. In an industry where timing is everything, this adaptability is a game-changer that can make or break your marketing efforts.

While the healthcare industry will continue to go through rapid changes, disruption and the demand for commercial innovation increases, I recommend evaluating smaller agencies and subject matter experts (such as FATFREE), for the distinct advantages that they can offer—hands-on personalized approaches, flexibility, specialized industry expertise and cost flexibility.

Jim Lefevere is an award-winning marketing and digital product development professional in consumer goods, health care, and medical devices. He combines senior marketing experience with a pioneering entrepreneurial vision. Named one of the Top Forty Business Professionals Under 40 by the Indianapolis Business Journal, Jim has led marketing efforts for Fortune 100 organizations, industry consortium and fast growth start-ups. A respected expert on digital marketing and digital health, he has been called a Social Media Pioneer and a Digital Health Scholar. His focus is on creating digital strategies and products that connect, engage and make a difference. He currently leads digital product development for a division of the world’s largest biotech company and a leader in research-driven health care. He’s also a longtime friend of the FATFREE family.