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In the world of healthcare marketing, client service is key to building and maintaining lasting relationships. It’s not just a nice-to-have—it’s a competitive advantage. Healthcare advertising agencies operate in a space where trust, transparency, and open and clear communications are paramount. One of the most effective tools for strengthening these client relationships—and continuously improving service—is the client survey. We conduct annual client surveys which we take very seriously. We use a simple format, including both closed and open-ended feedback, and we strongly encourage all clients to participate. In our most recent survey, we had a 91% response rate which provided invaluable feedback. So how did we do? I’ll tell you later in this article.
Here’s why client surveys are not just helpful but essential for healthcare ad agencies looking to optimize their relationships and deliver real value.
1. A Direct Line to Honest Feedback
We ask for feedback on 6 parameters — teamwork and passion, brand knowledge, client service, creative, overall rating, and how likely are you to recommend us. Client surveys provide a structured, non-intrusive way for clients to share candid feedback. While day-to-day interactions often focus on project execution, surveys encourage reflection on the overall experience. This feedback is especially important in pharma, where clients must trust that their agency understands the brand, the targeted audience, and the regulatory environment.
Why it matters: Candid client feedback helps agencies identify what’s working well and what can be improved. It also helps to identify any potential issues that can be openly discussed and acted upon.
2. Driving Continuous Improvement
In an industry where innovation and compliance go hand-in-hand, stagnation can be dangerous. Pharma ad agencies must stay agile and responsive to changing client expectations, therapeutic landscapes, and regulatory guidelines.
Client surveys highlight areas for improvement in processes, team performance, and communication. With this data, agencies can take proactive steps to address shortcomings and elevate their service. It also helps reward employees when positive feedback is provided.
Why it matters: Feedback fuels operational excellence, helping agencies refine their approach and stay ahead of the curve and motivate employees.
3. Demonstrating a Commitment to Partnership
When agencies conduct client surveys with genuine intent to act on the results, they send a powerful message: We care about your experience, and we’re committed to growing with you.
For pharma clients—who often manage multiple stakeholders, internal review teams, and regulatory hurdles—this genuine display of partnership can be incredibly valuable.
Why it matters: Surveys reinforce that the relationship is a two-way street, not just a vendor-client transaction.
4. Uncovering Strategic Opportunities
Client feedback often reveals more than just satisfaction levels. It can shine a light on untapped opportunities for collaboration, areas where the agency can offer more strategic guidance, or even service gaps the client didn’t realize existed.
Why it matters: These insights can lead to new business opportunities, stronger integration with the client’s internal teams, and a deeper strategic role for the agency.
5. Strengthening Client Retention and Loyalty
In the pharma sector, long-term relationships are especially valuable due to the complex nature of drug development cycles and the need for regulatory consistency. Happy clients are not only more likely to stick around but also more likely to recommend the agency to peers.
Regular surveys help ensure the agency is on the right track, reducing the risk of losing clients due to avoidable issues.
Why it matters: Retention is more cost-effective than acquisition, and strong relationships often lead to larger scopes of work.
Best Practices for Effective Client Surveys
To reap the full benefits of client surveys, agencies must be intentional in their approach:
- Keep it simple and focused – Respect your client’s time.
- Ask both quantitative and qualitative questions – Numbers show trends; words provide context.
- Close the loop – Share key takeaways and the actions you’re taking in response.
- Survey regularly – Annual or bi-annual surveys help track progress over time.
Conclusion
All agencies should regularly issue client surveys and make them a top priority. In a sector as specialized and sensitive as pharmaceutical advertising, maintaining strong client relationships is essential—and client surveys are one of the most powerful tools to support this. By actively seeking feedback, acting on it, and communicating openly, pharma ad agencies not only optimize relationships but also differentiate themselves in a crowded and competitive marketplace.
So how did we do? We were very pleased as we scored an average of 8.8 out of 10. There were some great responses and a few responses alerting us to potential issues needing to be addressed. At the end of the day, the best agencies aren’t just service providers. They’re trusted partners—and surveys help ensure they stay that way.