Don’t Buy For Me, Argentina

Choosing the Right Media Planning Agency

One of the first questions a pharmaceutical company should ask when planning a paid media campaign is: Who should handle the media planning? Should it be the local affiliate’s media agency, or the international media buying agency/consultant, possibly based in London or Paris?

At first glance, opting for a local agency for a country-specific campaign seems logical. However, I argue that starting with an international agency or consultant is often the smarter move. Sometimes, a little distance brings much-needed perspective. Here’s why.

Campaign Types: Continental, Multi-Local & Local

For continental or international campaigns, pharmaceutical companies typically rely on their specialized media buying agencies, which handle large-scale campaigns using English-language creatives and pre-approved assets. These agencies offer cost efficiencies and scalability.

For multi-local campaigns—targeting a cluster of countries like Germany, Switzerland, and Austria, or an EU4/EU5 campaign (France, Germany, Italy, Spain, and the UK)—clients may engage agencies in specific regions. For strictly local campaigns (e.g., UK, Denmark, or Argentina), clients often default to a country-specific agency.

This article does not seek to undermine local agencies—their expertise and execution can be excellent. However, certain strategic advantages come with an international perspective that local agencies might lack.

Collaboration for Maximum Client Benefit

Local insights from the pharma affiliate or in-country agency are invaluable and should always be welcomed. However, these suggestions must be evaluated through a broader lens. The international agency or consultant can integrate local insights with additional opportunities, ensuring only the highest ROI options make the final plan. Think of it like a master chef curating a dish—some ingredients are local, while others, though sourced from afar, enhance the final result.

The Compliance Factor: A Shared Responsibility

A competent international media agency or consultant is well-versed in regulatory requirements across different markets. While local agencies possess deep knowledge of their country’s compliance landscape, the process is not exclusive to them. Collaboration with the local pharma affiliate remains essential for MLR (Medical, Legal, and Regulatory) review.

I’ve encountered cases where a local agency proposed a publication that was later deemed non-compliant upon closer inspection. When it comes to compliance, the more oversight, the better.

What International Agencies Know That Local Agencies May Not

1. Leveraging Existing Media Buys

Pharmaceutical clients may already have large-scale media buys in place. The international media agency that negotiated these deals can strategically align new local campaigns with existing contracts, potentially unlocking purchasing power benefits, rate discounts, or added value. These efficiencies are of great interest to regional procurement teams.

2. Access to Exclusive Media Buys

Some high-value media opportunities are only available at a continental or regional level. For instance:

• Medscape’s Condition Article Exclusivity
• G-Med’s Microsites & Conference Mini Communities
• NEJM’s Specialty Packs (with some country flexibility)

These strategic placements, often referred to as “roadblock” advertising, can effectively eliminate competition and create multiple touchpoints with the target audience. Local agencies are unlikely to be aware of these opportunities, as they cannot be purchased at the country level.

3. Digital Geo-Targeting for High-Impact Local Reach

An international agency may identify geo-targeted opportunities that a local agency might overlook. For example, targeting Spanish oncologists could involve:

• Spain-only impressions in global oncology journals like Journal of Clinical Oncology, JAMA Oncology, Annals of Oncology, and The Lancet Oncology
• Specialist publications such as OncoAssist
• Local publications, e.g., the SEOM (Spanish Society of Medical Oncology) journal

Geo-targeting within international titles can be highly cost-effective, allowing for significant Share of Voice (SOV) at a country level while complementing local publication efforts. This becomes even more critical for sub-specialties, such as breast or kidney cancer specialists within a specific geography.

4. Expertise in Programmatic Buying

Programmatic buying offers another layer of targeting that an international agency is more likely to maximize. Providers like The Digital Peloton and Doceree can target individual countries or clusters, ensuring compliance while expanding reach.

5. Bespoke Email Targeting

Certain international providers specialize in high-quality HCP (Healthcare Professional) email databases at both global and country levels. Vendors such as IMI, Medscape, Sermo, and G-Med can be evaluated based on:

• ROI and performance metrics
• Coverage of HCPs in the target country
• Purchasing power efficiencies

Bespoke email campaigns are particularly useful when a client requires direct traffic to a site or needs to deliver complex messaging that benefits from long-form content.

The Bottom Line: Space is Space

At the end of the day, media agencies and consultants secure the best available media space in line with the client’s brief and target audience. Whether the campaign is managed internationally or locally should not matter – what counts is compliance and delivering the right messaging in the most effective channels.

So long as locally approved and compliant creative assets are provided, the medium remains the same: space is space – it’s what you do with it that matters.

Final Thoughts

While local agencies offer deep market knowledge, international agencies provide a broader strategic perspective, greater purchasing power, and access to exclusive media opportunities. A collaborative approach ensures the best of both worlds, delivering a compliant, high-impact campaign with maximum efficiency and ROI.

Steve Simmonds is the Founder and Director of SJS Health Consulting Ltd. He has over 20 years of experience in pharmaceutical media, both publisher and agency side. His company provides paid media strategy and planning within the healthcare vertical, on a global basis