11 Questions Healthcare Organisations Should Ask Their Marketing Agency
Because, Not Everything Wrapped Neatly Is Well-Cared For.....
Choosing a marketing agency can feel a lot like unwrapping a bandage.
On the surface, everything looks neat, clean and well-structured, promising support, clarity and care.
But once the relationship begins, the seams can unravel. What first appeared organised can reveal tangled processes, unclear ownership of your accounts, content being produced offshore which you weren’t aware of, and reporting that doesn’t stitch the full picture together.
Many healthcare organisations I work with tell me they aren’t always sure what questions to ask when evaluating an agency partner. And understandably so, agencies often present polished proposals, case studies and confident promises.
Yet the true test of a partnership isn’t the pitch. It’s the ongoing work.
In my experience, the difference between an agency that genuinely grows your organisation and one that simply “manages activity” can be quite subtle in the early stages.
Too many agencies fall into a delivery routine: posting content, running ads and sending reports – without stepping back to analyse performance, refine strategy or challenge assumptions.
When that happens, organisations can spend months (or even years) investing in marketing activity that looks busy, but doesn’t drive meaningful outcomes.
To avoid this, read the below article with 11 questions you can confidently ask prospective (or current) agency partners – or even reflect on after your next call.
Kelly Dimkovska- Founder, Tuesday Logic“Activity isn’t strategy. A partner who simply ‘does the work’ will keep you busy. A partner who thinks strategically will help you grow.”
1. Do They Understand Your Conversion Priorities & Tracking Setup?
A capable agency should start by understanding your objectives.
Which conversions matter most to your business – phone calls, online bookings, enquiry forms, referral submissions?
They should also check that your Google Analytics and Tag Manager are installed on your website. And if not, make concrete plans to help you set this up.
Without this foundation, there’s no way to measure success or optimise campaigns.
If SEO is part of their offering, they should also ask which CMS your website uses. This ensures your site can support the level of optimisation needed to rank effectively on search engines.
2. Will You Meet Your Account Manager Before Signing?
Sales teams sell vision; account managers are client facing and mobilise specialist teams to execute on the work.
You want to meet the person who will manage your account day-to-day. If you don’t gel with them or trust in their knowledge and experience, the partnership may struggle from the outset.
3. How Often Will You Receive Reporting & What Does It Include?
Modern agencies usually provide both a live reporting dashboard and detailed reports at least every 90 days.
Importantly, reports should not just show metrics, they should explain insights, trends, and recommended next steps to continuously improve results.
4. What Is The Content Approval Process?
Healthcare marketing requires compliance.
Ask who creates, reviews, and signs off content, and how feedback is managed.
A clear approval process protects your organisation while ensuring messaging is accurate and on-brand.
5. Do They Outsource Work & Who Checks It?
Outsourcing and offshoring isn’t inherently bad but unmanaged outsourcing is.
If work is sent offshore or to freelancers, it can miss important cultural nuances, tone, or patient expectations specific to Australian healthcare.
Always clarify who reviews content before it comes to you for review. This is to ensure messaging resonates appropriately with your audience while remaining accurate and compliant.
6. Who Writes Your Copy & From Where?
Healthcare messaging requires nuance and accuracy.
Ask if initial drafts are:
- AI-generated
- Written offshore
- Created by an experienced Australian healthcare copywriter or
- A combination
This affects both quality and the amount of time you’ll need to spend editing before content is published.
7. Who Owns Your Accounts & Data?
From day one, all your accounts – Facebook, Instagram, Google Ads, Analytics, Tag Manager, Bing, and others should be owned by your organisation.
If an agency has ownership from the outset, switching providers later can be complicated, and transferring control can become a painful process.
In some cases, transferring ownership may even be impossible.
8. How Do They Balance Strategy & Execution?
An agency can become focussed just on delivery – posting content, running ads, sending email campaigns without reviewing results or adjusting strategy.
Ask how they analyse campaign performance, identify trends, and pivot based on data.
A good agency acts as a strategic partner, not just a task executor.
9. Can They Demonstrate Results In Your Industry?
Experience matters, especially in healthcare.
Ask for case studies or examples of campaigns that delivered measurable results for organisations with similar compliance and patient engagement requirements.
Marketing success for previous industries doesn’t always translate to success in healthcare.
10. How Will They Collaborate With Your Internal Team?
Marketing shouldn’t operate in a silo. Your agency should work alongside your team.
Ask:
- Do they use project management tools or client portals to track tasks, approvals, and campaigns?
- What is the expected frequency of meetings with your account manager?
- How will they integrate with your team, communicate updates, and gather feedback effectively?
A strong collaboration process is transparent, accountable and regular.
11. What Is Their Approach To AEO & AIO?
Search is evolving beyond traditional SEO.
Patients are increasingly using voice search, AI assistants, and conversational queries to find healthcare services.
Ask your agency how they optimise content for Answer Engine Optimisation (AEO) so your site appears in featured snippets, knowledge panels, and voice results and how they leverage AI Optimisation (AIO) to improve content discovery.
A good agency will demonstrate a strategy that balances traditional SEO, structured data, and AI-driven content optimisation, ensuring your organisation is discoverable across the channels your patients use.
Agencies who have succumbed to the alluring appeal of being an ostrich, pretending AEO/AIO is not happening risk leaving your content invisible to new audiences.
How A Fractional CMO Supports Your Healthcare Organisation
Many organisations feel overwhelmed by these questions, and that’s normal.
But asking them early can save months of frustration, wasted budget, and lost opportunities.
A good agency will welcome these questions, they signal that you value outcomes, accountability, and collaboration.
A bad one may offer vague answers or get defensive, which may be the first warning sign of the trouble to come.
If these questions feel uncomfortably close to home, it may be a sign the partnership isn’t working as it should. We break down the key indicators — like surface-level reporting, content that fails the “so what?” test, and your internal team doing the strategic heavy lifting – in this article: Marketing Therapy: What Your Agency Won’t Tell You
If you’re unsure where to start or want guidance in sourcing and vetting agencies, Tuesday Logic can help.
FAQs
How do I know if an agency truly understands my organisation’s priorities?
A good agency will ask about your key conversions, track relevant metrics, and review your existing analytics.
They’ll take the time to understand your patient journey and tailor recommendations to meet your specific goals.
Why is it important to meet the account manager before signing?
Sales teams sell the vision, but account managers deliver results day-to-day.
Meeting them ensures you communicate well, share the same approach to problem-solving, and feel confident in the ongoing partnership.
What should I expect from reporting and communication?
You should ideally receive a live dashboard, detailed reports at least every 90 days, and clear explanations of insights and next steps.
Regular meetings and transparent updates help ensure campaigns stay aligned with your goals and allow adjustments as needed.
How do I protect my brand, data, and compliance when working with an agency?
Ensure you own all accounts (Meta, Google, website, analytics) from day one.
Ask about content approval processes, oversight of outsourced or offshore work, and who creates and reviews copy.
This protects your brand, ensures compliance, and avoids costly problems down the track.
What are the red flags to watch for when choosing an agency?
Some warning signs indicate an agency may not act in your best interests:
- They’ve set up accounts (Meta, Google Ads, Analytics, Tag Manager, etc.) but won’t provide you with admin access or ownership.
- They dodge questions about offshoring or who produces your content.
- They lack reporting tools or fail to provide consistent, actionable reporting.
- They cannot clearly explain their marketing strategy for your organisation.
*Disclaimer: This content reflects professional experience and general observations. It is not intended as a critique of any specific agency or individual.
Last updated on May 26th, 2026 at 10:54 pm