Reflections from DTC National say the future of healthcare marketing will depend on mid-size agencies

Better work happens with fewer barriers.

Since joining the Scrum50 Health team last month, I’ve been learning a lot about that imperative. At the 25th DTC National conference in Boston last week, I understood why this strategy will be a winning one. The conference convenes healthcare marketers to refine their direct-to-consumer communications, and one thing became clear: the industry is approaching a significant transformation. 

This wasn’t my first time at DTC – I attended the first one in Las Vegas in 2001 and many, many in between. Every time I turned around, I saw someone I knew. It was like my resume came to life and was talking to me. What stood out this year, though, was how the advertising industry has changed over the past 25 years. A conversation with one of the current holding company health leaders about the state of the DTC agency business today really shined a light on this evolution. 

Over the last 25 years, consolidation has been the primary agency theme. We are very close to an industry dominated by a few massive holding companies. This would have been almost unthinkable in 2001. With that size comes a slew of headaches: client conflicts everywhere, the constant need to replace people. Senior leaders of these companies become completely detached from the work, even though that’s the reason clients pay us. 

Having worked with the biggest agencies and holding companies for decades, I fear they have lost their way. You leave the advertising business and succumb to the business of advertising. You need to hire five people across complaining clients, but the budget says you can hire only two because business is soft in another part of the company. It becomes almost impossible to live up to the promises made in your winning pitch close to a prospective client, including your passionate personal commitment to be “all over the business.” This leads to being totally disengaged from the creative process, the reason most of us got into the business in the first place.  

I see a bright DTC future for independent agencies with an incredibly talented team and strong, hands-on leadership. Independence brings excellent synchronicity. The leadership team that pitched the business actually delivers the work. Less corporate bloat, more efficiency. Less bureaucratic distraction, more creative joy. Having been with S50 for a month now, I can see this more clearly every day. S50 is dynamic and nimble and can respond to what clients need without the bureaucracy and red tape.  

I see S50 as the perfect solution. The “FLEX” strategy is designed to suit each client – expanding, contracting and adapting to fit their specific needs and budget. The result: the right people at the right time – with the best and boldest ideas. S50 has created powerful and award-winning strategies and creative campaigns for healthcare brands for over 10 years. We’re growing, and ready for more.

DTC National made it clear that this change is coming. Independent agencies are going to be leading the charge. The work will be much better and bolder and less like wallpaper.

Howard Courtemanche

Executive Advisor, S50 Health