what to look for in a pharma copywriting agency

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What To Look For In An Outsourced Pharmacy Copywriting Agency

Are you looking for an outsourced pharma copywriting agency to help you write high-quality, SEO-driven content that aligns with detailed, regulatory-specific guidelines?

Do you want to use engaging and compelling long-form content to attract and convert prospective customers into long-term paying customers?

Many pharmaceutical companies need a copywriting agency that understands the science of their industry. 

And the company they are looking for can break down their industry science into simple, understandable, authoritative, and yet human content that makes sense to the reader.

But how do you find such an agency?

In this article, you will learn what to look for in choosing the right pharma copywriting agency for you.

You will also learn my top recommendations on choosing a marketing company that understands the strict rules around advertising for pharmacies and much more.

Let's get started.

It is hard to find a pharmacy copywriting agency that meets your content marketing needs.

Choosing the right one can boost your bottom line. 

But on the other hand, the wrong one can quickly drain your budget and negatively impact your branding. 

So, here is my recommended strategy for finding a pharma copywriting agency that can help your business grow.

#1. Understand Your Marketing Needs And ROI

The first step in the process is to understand your marketing needs. 

Your core objective is to produce specific and measurable results. 

Find out from your prospective healthcare marketing agency how it intends to support your specific goals and objectives.

The easier you can explain your business needs, the better your success with the prospective agency.

  • Are you interested in developing high-quality content that establishes you as a thought leader in your niche?
  • Do you need a copywriter that can deliver an understandable, meaningful copy to your patients, carers, healthcare service providers, or B2B medical professionals and decision-makers? 
  • Is it your goal to supply informative, engaging, and compelling SEO copy for the healthcare and medical niches?

After your outsourced copywriting needs, you need to know how the agency will measure the results.

Does the agency have a system to measure results?

How is the agency going to measure the ROI? 

Remember, your investment is on results.

The process should not move forward if your prospective pharmaceutical copywriting agency can not explain your outsourced copywriting goals and the process to achieve those objectives.

#2. Identify The Varied Specialist Service The Outsourcing Pharma Agency Offers

Pharmaceutical firms outsource their copywriting mainly to build awareness, authority, generate leads, and increase sales.

Identify the specific services you need and determine if your contracting firm can offer those services to help you achieve the objectives within your overall plan. 

Do thorough research on the agency, ask appropriate questions about the services you need.

Ponder over your results to see if the specific services the agency offers align with your marketing goals.

The services offered by outsourced pharma copywriting agencies include image branding & promotion, SEO copy, content marketing, inbound marketing, email copywriting, and social media marketing strategies.

Other agencies might specialize in TV ads, PR, or print. 

However, no agency specializes in all of them.

When you decide to hire a copywriting agency, choose the services that will meet your needs, and all you need to pay is a single amount for everything. 

On the other hand, you can focus on providing pharma services, while you outsource copywriting and promotion.

#3. Demand Full Transparency From Your Partner

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No matter how eager and enticing a low-priced outsourced copywriting content may seem, demand full transparency from the prospective company.

Lack of transparency is the most basic and overlooked red flag. Review the website of the prospective outsourcing partner.

 Look for an address, bios, and a client list.

If you are satisfied with the information on the website, the agency is likely worth your time. 

If an agency looks like it is hiding something, then it probably is. 

We get clients that come to us after a bad experience.

And more often than not, there is little information on the websites of their previous agencies. 

Full transparency should be the first criterion when choosing the right digital agency for your business.

#4. Look For Pharmaceutical And Healthcare Industry Experience

The standard for pharma and medical copywriting is so high that there is no room for error.

Doctors, pharmacists, and hospitals have higher standards and are answerable to regulatory authorities.

The copywriter must have subject matter experience and expertise. 

A good copy requires a deeper understanding of the subject. 

That knowledge helps in knowing how to break down issues and craft a copy that engages the service providers and persuades the patients. 

So, whether you are promoting a new medical device or explaining how to administer a new drug, your copy must present correct information. 

A tiny slip-up or factual error can damage your brand reputation and cause other serious consequences. 

Therefore you must work with an outsourced agency copywriter with a scientific or medical background.

A team of pharmaceutical copywriters can use their subject matter knowledge to write clever copy that speaks directly to your target audience.

#5. Look For Core Competency And Bench Strength

Chief competencies are the competitive advantages like products, skills, services, capabilities, and more that no competitor can reasonably offer or recreate.

Here are some main competencies to look for in your outsourced copywriting team:

  • Strategic planning
  • Excellent organization skills
  • Leadership and personnel management
  • Project management
  • Attention to detail

In a controlled industry like pharma, competitive advantages are necessary.

Understanding these benefits before you choose your pharmaceutical copywriting agency is a recipe for success.

However, some agencies disguise what they do. 

Peel a layer or two of the onion to uncover their capabilities and what they bring to the table. 

What do you know about their full-time people and what they do?

Does their competitive advantage align with your needs? 

Does your prospective partner have the ability to immediately fill critical positions with talented internal copywriters with the loss of an employee?

#6. Understand Your Outsourcing Pharma Partner's Fees And Retainers 

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As you explore outsourcing copywriting agencies, comparing their different offerings makes sense.

But compare what’s being delivered, as well as the levels of service you receive.

Price comparisons are comparisons when you compare apples to apples and not to oranges.

Once you have an idea of what’s being delivered, you can begin figuring out the comparative costs.

Even before you sign a contract, understand how you would be charged.

You and your outsourced pharma copywriting agency should have the same understanding of their rates, fees, retainers, and any “extra” charges. 

That requires asking honest questions about the structures of the payment early on.

However, the most expensive agency may not necessarily provide the best results.

Similarly, the cheapest agency may not be the least cost-effective option for your copywriting goals.

Have an understanding and solid agreement about authorizations, change orders, approvals, and the like. 

There is nothing that sours a new relationship faster than financial surprises and unexpected money matters.

#7. Check Out How Your Outsourced Pharma Copywriting Agency Markets Itself

Most people, except Kanye West, don’t really like to blow their own trumpet.

In this regard, many copywriting agencies like to stay humble.

However, a pretty simple way of finding out if your prospective copywriting agency is worth hiring is to check how they market themselves.

And that would be highly significant especially with regards to the specific services they’re offering to you.

Subscribe to their mailing list and see what kind of copy they send out in their newsletters.

Check out their website and see how it compares with other copywriting agencies.

While at it, look at their social media profiles. 

Also, how well do they rank on Google search results pages for a range of different search terms? 

What type of content do they produce?

For the most part, how your prospective partner represents itself online is indicative of how it will represent your pharmacy.

#8. Your Outsourcing Pharmacy Copywriting Agency Should Understand Pharmacy

Our entry-level copywriters master referencing and annotating since that is the bulk of what they do when they get started.  

Your prospective pharma copywriting agency must know the regulations that affect pharmaceutical marketing. 

For instance, in the US, your outsourcing partner needs to know and implement the regulations of the Office Of Prescription Drug Promotion (OPDP), part of the FDA. 

The foundational rules are found in the CFR Title 21.

But there have been a lot of updates on the information. Your contracting partner should be familiar with the very informative FDA warning letters.

Those are letters sent by the agency to manufacturers who have overstepped or broken regulatory rules.

If you do work outside the US, your outsourced copywriting agency should also follow the guidelines of the European Medicines Agency (EMA) after mastering the FDA guidelines.

It should also have a decent knowledge of the Medicines and Healthcare products Regulatory Agency (MHRA), the Association of the British Pharmaceutical Industry (ABPI). 

#9. Your Prospective Copywriting Agency Must Understand The Advertising Policy Around Pharmacy

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Advertising for consumer goods is not the same as advertising for pharmacy.

Your contracting firm must know the advertising policies of the different online channels where it wants to market you.

Any misstep can get you banned from those online platforms.

Once you are banned, it’s almost impossible to get un-banned. 

So your prospective outsourced copywriting agency must be aware of the minefield they tread.

Facebook's Policy On Advertising Pharmaceuticals

Facebook and Google have extremely strict policies for advertising pharmacies on their platforms. 

As explained by Facebook:

"We have long required online pharmacies to go through a certification process before running ads on Facebook. Now we’re introducing additional pre-approval requirements for telehealth providers, pharmaceutical manufacturers, and online pharmacies who are looking to promote prescription drugs on our platforms."

Facebook has an entire section of its “Facebook for Business” site devoted to case studies in health and pharmaceutical advertising. One for AstraZeneca shows how companies might use social advertising in concert with TV commercials, which still constitute 75 percent of pharma ad spending.

Google's Policy On Advertising Pharmaceuticals

Google Ads is an exciting and powerful strategy.

It attracts more and more brands every year.

Online advertising is very attractive to the pharma industry because today’s patients are increasingly relying heavily on the Internet for key parts of their healthcare journey. 

Brands that position themselves in front of these audiences, gain valuable interactions.

Google's online pharma advertising is compelling but full of questions and potential roadblocks. 

However, pharmaceutical companies face complex and strict advertising regulations, whether in print, television, radio, or PPC ads on the Internet.

If your pharmaceutical company wants to take advantage of Google's prescription drugs Ads, your prospective outsourced pharma copywriting agency needs to learn the regulations specific to pharma marketing techniques and advertising.

What all these mean is that if you are looking to outsource your pharma copy to a copywriting agency, work with people who know what the rules are. 

Our Pharma Copywriting Services

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Our team of subject matter copywrites have a broad skill set and a strong understanding of the global life sciences and the pharmaceutical industry.

We produce more than website copywriting in short and long-form formats. 

You also get healthcare and medical copywriting in print and web formats. This is what you get:

  • High-quality copy that engages and compels your target audience, builds brand identity and authority and meets your marketing goals.
  • Complex scientific and medical concepts broken down into clear, understandable, and persuasive copy.
  • An agency that understands compliance guidelines and adheres to them as it writes with understanding and sensitivity.
  • Review of our work to meet any stipulations made by your compliance team as part of the writing process.
  • Elegant brand voice and succinct, impactful copy.

Give Them The Beer Test

After you've short-listed your choices, ask yourself what you really want from this relationship. 

The outcome that makes you happy is different from what others may want.

So, outsource to a pharma copywriting agency that aligns with your marketing goals, personality, and availability and is also fun to work with.

Listen at this:

I was hired as a marketing agent by an organization.

It was a competitive hire and I asked my boss why I was chosen over other competent candidates, as I was relatively young and inexperienced.

He said, “I like to hire great marketers who also pass my beer test.” 

I told him that I did not understand his logic, but he said, “At the end of the day, I ask myself if I want to have a beer with this person.” 

I told him I have read about that before.

The point is made.

When all is said and done, outsource to a copywriting agency that can get the results you want and also one that you like working with it.

In the final analysis, that’s all that matters.

Our pharma copywriting services include:

Final Thoughts On What To Look For In A Pharmacy Copywriting Agency

Outsourcing is the way forward for most pharmaceutical companies. 

They are looking for cost-effective service providers to help them manage their budgets effectively. 

One such choice could be hiring a pharma copywriting agency operating from a low-cost location and having low operational costs. 

This business model empowers them to provide cost-effective services to their clients.

However, selecting an outsourced contracting firm can be challenging. Use this article to guide your discussions and decision. 

Although creative talent, reputation, and industry experience are important, mutual trust is also a vital ingredient. 

So take out time to carefully evaluate the people and processes before you hire your outsourced copywriting agency. 

Contact us to have a conversation with us about marketing your pharmacy.

A member of our team will contact you for a chat about what you’re looking to do and the best way to proceed.

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WhatsApp us WhatsApp us at: +234 080 331 75396 or +234 080 579 37786


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