How RSWUS Helped a Healthcare-Focused Full-Service Agency Win AOR Relationships Worth Over $5 Million

Healthcare-Focused Full Service Marketing Agency Located in Florida

Winning AOR status with Essilor of America was a significant achievement, bringing $4.5 – $5.0 million in billings.

Additional wins included being named AOR for Valeant Aesthetics and securing a PR retainer for Hu-Friedy.

While this healthcare-focused full-service marketing agency came to RSW/US with clear objectives, an appreciation for new business methodology and excellent collateral, they were having trouble winning new clients.

Previous new business efforts with internal representatives hadn’t delivered consistent results.

The agency founder knew she needed new business expertise that would bring objective, candid insight and provide counsel on a peer-to-peer level.

The client operated in the competitive pharmaceutical and hospital markets, but RSW/US also sought to leverage experience in related segments such as vision care, skincare and aesthetics.

The pursuit of lucrative market niches as well as the broader healthcare industry meant that communications had to reflect the nuances of each market segment.

Despite early promising opportunities, the agency was struggling to close business.

Their approach in meetings was sound, so the New Business Director and RSW/US management recommended reviewing proposals before the agency submitted them to prospects.

Seeing that the agency’s proposals consisted primarily of recommended services and associated budgets, we saw that room for improvement existed.

The RSW/US team coached the agency on “connecting the dots” for prospective clients, establishing clear links between the agency’s experience, the prospects’ needs, and the solutions the agency was capable of delivering.

In this case, we helped them exhibit how past experience with a large company in another segment of the vision care industry translated to the prospect’s needs and objectives.