In-House or Outsourced? When to Partner with a Life Science Marketing Agency

Marketing demands are growing and changing, especially for companies in rapidly evolving life science industries. One of the biggest emerging trends has been the adoption of in-house teams to replace or augment traditional advertising or marketing agencies. In surveys conducted by the Association of National Advertisers every five years, the percentage of ANA members with in-house agencies has grown significantly over the last 15 years. In 2023, more than 80 percent of ANA members, which include client-side marketers at major biotech and pharma companies, reported having in-house agencies.

Having an in-house agency offers many advantages but also creates a few dilemmas. For example, when a new project comes up, it can be hard to decide: should your in-house team take it on, or should you hire outside specialists from a life science marketing agency?

In-house teams are great for handling routine tasks and smaller projects. However, for more extensive, complex initiatives, an outside agency with writers and designers specializing in life science marketing may be better suited to handle the workload. Whether it’s a rebrand, a product launch, or a significant company event, this guide will help you determine when to lean on your internal team and when to bring in external help.

When to Lean on In-House Talent

Your in-house team has strengths that shouldn’t be overlooked. They know your brand better than anyone, are cost-effective for routine tasks, and are deeply involved in your company’s long-term goals.

Content repurposing is one of the biggest functions of agencies housed within life sciences organizations. Content repurposing refers to the process of adapting original brand communications for different purposes or audiences. Typically, the core content remains unchanged, but subtle updates take place (reshaping, resizing, rewording) to extend the reach of the original brand creative. In-house teams are well-suited for these kinds of tasks because they know the brand, they see label update requests quickly, and they work with the compliance and approval systems frequently. All of this adds up to a far more agile and cost-effective response.

What about crafting strategic plans, developing memorable campaign creative, and producing new, compelling content? As we’ll see in the next section, that’s where outside agencies can have tremendous impact.

When an Outside Agency Adds Value

Although in-house teams handle day-to-day tasks well, there are moments when you need more than what’s available internally. Here’s when an outside marketing agency can step in to bring specialized expertise and help execute projects with greater speed and efficiency.

Projects Requiring Extensive Collaboration

Some projects require tight collaboration between different skill sets, like design, content creation, and web development. For a biologics testing and analysis company launching a new product line that advances efficiency and safety for pharmaceutical manufacturers, clear and engaging content paired with innovative visuals will stand out. An external agency can handle this level of collaboration seamlessly, ensuring that your content and design are aligned for maximum impact.

Limited Time and Resources

Hiring a life science marketing agency is often the best choice if your team is already overtaxed or lacks specific capabilities. For example, your drug discovery and development company may simultaneously need to promote the launch of a new software platform and prepare promotional and exhibit materials for the upcoming trade show season. An agency can take the lead on designing fresh exhibit booth graphics and related ads, social media posts, and promotional emails without distracting your internal team from the product launch.

Special Projects or One-Time Events

Agencies are especially helpful for high-stakes, one-time events. Imagine a biological filtration manufacturing company celebrating its 50th anniversary. Such a notable achievement calls for an unconventional marketing approach — something special or unique. An agency’s life science marketing specialists could design a completely fresh campaign, including digital invitations, event microsites, and high-end visual materials that make the milestone stand out. This ensures the event gets the attention it deserves while your internal team continues regular marketing efforts.

Strategic Growth Initiatives

Big-picture projects like rebranding or entering new markets are excellent opportunities to work with a life science marketing agency. For example, if your laboratory supply company is merging with another organization and entering a new market, you’ll need a comprehensive rebranding campaign. An agency with experience in life science branding can develop a cohesive identity for the merged company, from logo design to brand messaging and web development, giving your team the bandwidth to focus on internal transition processes.

Key Benefits of Working with a Life Science Marketing Agency

Partnering with an outside agency offers several key benefits that your in-house team may be unable to provide. Let’s explore some top advantages of working with a specialized marketing agency.

Access to Life Science Marketing Specialists

Agencies often have a broader range of skills and services than in-house teams. For instance, if your bioanalysis company needs to create detailed infographics to explain your services and capabilities, an agency with specialized graphic designers can create accurate and highly engaging visuals for diverse audiences.

Fresh Perspectives and Creativity

An outside perspective can make a big difference. Life science marketing agencies work with varied clients across different industries, which helps them bring fresh ideas and creative solutions to your projects. For a biotechnology company developing a breakthrough therapy, an agency could propose creative ways to showcase the clinical benefits — through video, interactive webinars, or case studies. They can think outside the box, offering approaches your internal team may not have considered.

Flexibility

When you hire a life science marketing agency, you gain a flexible team that scales with your needs. For example, consider a company with a long history in medical image processing that wants to enter a new market and refresh its brand. A life science marketing agency can scale its resources to manage everything from brand messaging to creative campaign planning and execution. After the most intense stages of the project are complete, you can scale back, knowing the agency is available to handle tasks as needed without overwhelming your in-house team.

Making the Call: Key Factors to Consider

Thoughtful evaluation is crucial when deciding whether to handle a project in-house or hire a team of life science marketing experts. Use these factors to make the best choice for your company’s needs.

Assess Project Scope

Is the project routine or complex? For example, if you’re updating existing promotional materials, your internal team likely has the knowledge and familiarity to handle it. However, if you’re a specialty chemicals company launching a major sustainability initiative that requires extensive content creation and design, a science marketing agency could bring the expertise and resources to execute the project effectively.

Evaluate Your Team’s Capacity

Is your in-house team stretched thin? If your marketing team is already managing multiple campaigns and product launches, adding another big project — like a product video series — could strain resources. Hiring a life science marketing agency allows your team to focus on their central tasks while ensuring the new project gets the attention it needs.

Consider Budget vs. Value

While projects delivered by a life science marketing agency may cost more than those using in-house resources, they can often deliver greater impact and add value for high-profile projects. For instance, if a cell line development company is preparing to launch an innovative new product line, investing in an agency to handle branding, web design, and digital marketing could yield a bigger return on investment than relying on an internal team already busy with day-to-day operations.

Partnering for Success

Deciding when to hire a life science marketing agency versus relying on your in-house team can be tricky, but it doesn’t have to be overwhelming. Your in-house team is likely the best choice for routine tasks, content repurposing, and projects where brand consistency is critical. However, for more complex, time-sensitive, or high-impact projects, an outside agency can bring the specialized skills, fresh perspective, and scalability you need to get the job done right.

If you are looking for a life science marketing agency to take on the projects — big or small — that your internal team is struggling to complete, Cobalt Communications is here to help. Our writers and designers have the training and expertise to deliver custom B2B marketing materials for life science brands. We are the specialists you’ll want to work with again.

 
Contact us today to learn how we can support your life science marketing goals.