{"id":5145,"date":"2025-06-10T10:41:30","date_gmt":"2025-06-10T16:41:30","guid":{"rendered":"https:\/\/cohnmarketing.com\/?p=5145"},"modified":"2025-06-10T10:41:30","modified_gmt":"2025-06-10T16:41:30","slug":"how-to-hire-healthcare-marketing-agency","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/how-to-hire-healthcare-marketing-agency\/","title":{"rendered":"Hiring for Healthcare Marketing: What to Look for in an Agency Partner"},"content":{"rendered":"

Hiring for Healthcare Marketing: What to Look for in an Agency Partner<\/h1>\n

Did you know that 77% of patients use online reviews as their first step in choosing a healthcare provider? That\u2019s according to Medical Economics Online, at least, and what it means for hospitals, healthcare nonprofits, and provider networks is your digital front door matters more than ever. It means finding the right marketing partner isn\u2019t just about hiring for creative flair. It\u2019s about choosing an agency that understands the regulated, emotionally sensitive, and highly competitive nature of healthcare brand marketing.<\/p>\n

At COHN, we believe success in healthcare marketing comes from patient-centered strategy<\/a>, trust in partnership, flawless execution, and measurable results. We\u2019ve seen this firsthand in work with organizations like Craig Hospital, Valley View Hospital, Denver Health, and Donor Alliance\u2014crafting healthcare campaigns that are not only emotionally resonant but also fully aligned with brand standards and compliance expectations.<\/p>\n

Healthcare Isn\u2019t Like Other Industries (Your Agency Shouldn\u2019t Be Either)<\/h2>\n

Healthcare marketing requires a deep understanding of regulatory sensitivity, patient trust, and brand-safe, empathetic language. Not every agency is equipped for that. Most agencies are unfamiliar with compliance protocols. Many don\u2019t have a formal QA\/review process for sensitive content. And way too many agencies still rely on fear-based messaging or scare tactics in their messaging.<\/p>\n

Worse yet, the majority of (generalist) marketing agencies don\u2019t understand things like provider referral networks, payor mix implications, digital front door strategies, value-based care language, and content governance in regulated or reputation-sensitive environments.<\/p>\n

Strategic Partners, Not Just Creative Shops<\/h2>\n

In healthcare, a strategic healthcare marketing agency partner does so much more than just deliver campaigns. A strong agency will understand and influence each stage: Awareness \u2192 Consideration \u2192 Conversion \u2192 Retention \u2192 Advocacy<\/p>\n

At COHN, we routinely help clients map messaging across the entire journey\u2014from first impressions to long-term loyalty<\/a>. A good tip to get a gut-check on the efficacy of your marketing agency is to ask them how they map patient touchpoints across the journey. This will tell you everything you need to know about their ability to be more than a \u201ccampaign\u201d resource.<\/p>\n

What to Evaluate in a Healthcare Marketing Agency<\/h2>\n

We will keep this simple and straightforward, while also making a quick pitch for COHN to be your next agency partner. Here\u2019s a quick checklist to guide your evaluation process:<\/p>\n

Experience: Do they have relevant healthcare client case studies? What specialties have they worked in?<\/h3>\n

On this front, it will be hard to beat COHN\u2019s experience. Just in the last few years alone, we have worked with Craig Hospital, Valley View Hospital, Denver Health, Diversus Health, Donor Alliance, Kidneys for Communities, MAX Surgical Specialty Management, Alliance for Paired Kidney Donation, TMS Solutions, Vanguard Skin Solutions, and many more.<\/p>\n

Understanding of Regulated Environments: Can they collaborate with compliance and clinical stakeholders?<\/h3>\n

COHN partners with clients in complex, regulated environments (it\u2019s sort of our specialty), and we understand the importance of ensuring all brand-facing materials are reviewed, aligned, and appropriate (though we do not produce HIPAA-regulated content). In this environment, it\u2019s better to be safe than sorry! Always seek approvals.<\/p>\n

Creativity: Does their portfolio reflect emotional intelligence and professionalism?<\/h3>\n

We always like to tell our clients that just because you work in a sterile environment, your marketing doesn\u2019t have to be sterile, too! Look for campaigns that build trust, connect with people, and put patients at the center of the marketing journey. Our work with Valley View Hospital does a great job of checking all the creativity plus strategy boxes! (Check out our online portfolio for more examples.)<\/p>\n

Measurement: How do they track KPIs like brand engagement, campaign reach, or referral traffic?<\/h3>\n

When it comes to media, we track everything to make your ROI and budget conversations much easier. We can deliver dashboards and other reporting frameworks aligned to real-world results, just tell us what you need!<\/p>\n

Collaboration: How do they coordinate with internal marketing and compliance teams?<\/h3>\n

Above all else, COHN operates as a true partner in everything we do\u2014integrating seamlessly with internal teams across legal, marketing, and leadership. We have found that good ideas alone will often fail if there isn\u2019t collaboration and partnership, and that even mediocre ideas can be homeruns if we all work together to execute well!<\/p>\n

What Does \u201cIntegrated Marketing\u201d Mean in Healthcare?<\/h2>\n

Integrated healthcare marketing<\/a> strategy in healthcare means patients, referrers, and partners see a unified brand message across every channel. Disjointed marketing leads to wasted budgets and patient confusion. COHN recently supported a behavioral health campaign that required seamless coordination across SEM, organic content, provider toolkits, and referral outreach, ensuring every touchpoint reinforced the brand\u2019s value and voice.<\/p>\n

It\u2019s also important to remember that patients and families often choose care based on emotional resonance, not clinical outcomes alone. A strong visual identity and consistent messaging build trust and a sense of safety. Just off the top of our heads, here are a few red flags you should keep your eye out for:<\/p>\n