Generalists vs. Service Specialists
Most of our clients come to us having previously worked with one of two types of marketing agencies: a generalist or a service specialist. Generalist firms have experience in several disciplines (strategy, graphic design, SEO, etc.) and will work with any type of organization interested in hiring them. Service specialists focus on one discipline, but they will also typically take on clients from any industry.
Increasingly, organizations in the behavioral and comprehensive health spaces are recognizing they need a different type of agency. They get the most benefit from working with a firm that has expertise in all marketing disciplines but—and this is critical—focuses on their market. These “vertical experts” know their chosen market inside and out, and it shows in the results they generate. (We’re proud to be one of them!)
The Disadvantages of Working With Marketing Generalists and Service Specialists
Competition in the behavioral and comprehensive health spaces is fierce, so organizations need to maximize the benefit of every marketing dollar. Unfortunately, generalist and service specialist marketing agencies can’t help them do that.
Generalists have broad skill sets. However, because they work with many different types of organizations, they don’t do anything especially well. As a result, the strategies they define, the creative materials they develop, and the campaigns they execute typically get a lukewarm reception (at best) from the target audience. People hiring these agencies are like diners seeking a gourmet meal but ending up at an all-you-can-eat buffet.
Service specialists have exceptional expertise in one discipline. Unfortunately, like generalists, they leverage that skill across many industries. As a result, they never really fine-tune their services for any market and don’t achieve the outstanding results companies are looking for. In addition, coordinating the efforts of multiple service specialists is time-consuming and can be exhausting.
Eight Reasons To Rely on Vertical Experts
Vertical experts are the most qualified to help clients achieve their marketing objectives for several reasons.
Eight of the most critical attributes are that they have:
1. A proven track record of applicable success.
Your behavioral health organization needs to attract more patients, and a marketing firm you’re considering tells you they helped a retailer increase sales by 45%. That result and the expertise that helped drive it don’t transfer to your industry. A vertical expert can tell you how they’ve helped organizations like yours succeed and how they’ll do the same for you.
2. Familiarity with your audience.
Vertical experts don’t require time (yours or theirs) to learn about your market and how to connect with stakeholders.
3. Knowledge of industry-specific challenges.
Agencies specializing in a vertical have expertise in the unique challenges faced there. A-Train Marketing’s in-depth knowledge of HIPAA-compliant advertising is a good example.
4. Business connections your brand can capitalize on.
The success of marketing initiatives sometimes requires the skills, resources, or network of third parties. A marketing firm that focuses on a specific type of business knows who those entities or individuals are and can connect with them immediately as needed. No research or introductory outreach is required.
5. Time-tested strategies they can fine-tune for your needs.
A reputable vertical expert agency never repurposes past materials, but they can and do use successful campaigns as a springboard for innovation, producing new ones that are even more effective.
6. The ability to deliver results faster and more cost-effectively.
A marketing firm with deep experience in a specific vertical knows what works and what doesn’t. As a result, there’s no wasted time or effort, and engagements move quickly from strategy to execution to results. And while specialized agencies tend to have somewhat higher fees, their targeted approach and straight path to positive outcomes still helps clients come out ahead (often far ahead) from a cost perspective.
7. Access to specialized tools and resources.
Vertical experts often use industry-specific technologies, databases, etc., that can increase the impact of marketing efforts. These tools can help you track results, analyze data, and optimize campaigns for maximum effect.
8. A process for establishing and nurturing long-term partnerships.
Specialized agencies focus on building long-term relationships with clients and other stakeholders in their niche. This can lead to a deeper understanding of your business goals, a more collaborative approach to marketing, and sustained growth and success.
Leverage a Vertical Expert Agency To Gain a Competitive Edge
Can a generalist or service specialist marketing firm help you reach your target audience? Yes. But, more importantly, can these firms help you achieve your marketing goals?
In today’s competitive behavioral and comprehensive health spaces, reaching your audience is the low bar, and it isn’t enough. You’ve got to be able to capture and hold their attention, provide resources that inform and educate them, and generate sustained engagement that leads to new patients and increased revenue.
That has to be the objective for any organization striving to be the go-to provider in its space. For all the reasons described above, a vertical expert is the best way to reach it.
