New data from Aprais reveals how to improve client-agency relationships in healthcare

Marketers and agencies in the healthcare sector score each other lower than those working in other sectors, new data from Aprais shows

The new data has been drawn from Aprais’ global database of more than 23,000 client-agency evaluations carried out over the last 20 years.

Figures were generated by comparing scores for marketers and agencies in the healthcare sector with those for marketers and agencies across ‘all categories’.

The figures show that clients in the healthcare category rate their agencies four points below the Aprais ‘all categories’ benchmark, and agencies rate their healthcare clients three points below the same benchmark.

The scores also show that clients and agencies can improve their performance by 20 to 24 points – without cost.

Some of these opportunities to improve include boosting functional skills – the ability to do the job. Marketers can boost their briefing skills and agencies in turn work on media buying and strategy, planning and analysis to improve overall scores.

But both parties can also improve performance through their behaviours.

Aprais’ database has identified the seven behaviours that set the best teams apart from the rest; Accountability, Challenge, Goals, Functional, Communication, Resilience and Trust.

By comparing the behavioural traits of top and bottom performing teams within the healthcare sector, the data reveals that agencies can improve in the areas of Challenge and Goals, and clients in the areas of Challenge and Resilience.

Kim Walker, chairman and founder of Aprais, said: ‘Many healthcare companies have used Aprais as part of their marketing and agency performance anagement programme, enabling us to create a specific and robust benchmark for the healthcare category.

‘There is a clear opportunity for agencies and marketers in the healthcare sector to improve, and it’s important to remember these improvements can be achieved without cost.’