Introduction
B2B healthcare companies often have to weigh whether to manage marketing internally or outsource different aspects to an agency. There’s no one-size-fits-all answer—it depends on your business goals, budget, and market conditions. The right approach will depend on factors like scalability, cost-effectiveness, and the need for specialized expertise.
“The business world constantly ebbs and flows,” says Laura Hill, CMO at Breezy Hill. “What’s the best approach? Is a hybrid model the right fit? What’s the most cost-effective solution?”
Recently, many companies have been shifting their marketing efforts in-house, believing it provides greater control. However, with economic uncertainties and evolving market demands, this trend is changing. “We’ve seen companies hire a ton of people in-house,” Hill explains. “Now, businesses are looking for more cost-effective ways to achieve the same goals.” This is where agencies provide flexibility and expertise without long-term commitments.
The Benefits of Working with an Agency
While having an internal team offers a sense of direct oversight, agencies bring strategic advantages that can help B2B healthcare businesses maximize their marketing efforts.
1. Flexibility to Scale as Needed
The needs of a B2B healthcare company can change rapidly. A product launch may require more content marketing, while a brand refresh could mean a greater need for graphic design.
“You might need a full-time graphic designer now, but later, your focus might shift to demand generation or content writing,” says Crystal Buessing. “An agency gives you access to a full marketing team without hiring multiple employees.”
Finding a “marketing unicorn”—someone skilled in all areas of marketing—is rare. Even when found, a single person may struggle to handle the full workload of a growing company.
“We have one client who is that unicorn,” Hill notes. “But even she needs support. That’s where an agency can step in.”
2. Cost-Effective Compared to Hiring In-House
Building an internal team comes with a significant financial commitment—salaries, benefits, 401k contributions, recruitment costs, and potential severance packages.
“With an agency, you have a fixed cost,” Buessing explains. “You know exactly what you’re paying, and there are no unexpected expenses. Plus, if your needs change, you can shift resources without a lengthy hiring or firing process.”
For example, if you originally planned to hire an SEO specialist and a graphic designer but budget constraints arise, an agency can provide those services without the need for full-time salaries. This flexibility allows businesses to optimize their marketing spend without compromising quality.
3. Industry Expertise and Staying Ahead of Trends
The marketing landscape evolves rapidly, and staying ahead of trends requires ongoing education and experience. Agencies work across multiple industries and accounts, testing strategies in real-time.
“Are your in-house employees up to date on LinkedIn’s latest changes? On how Facebook’s ad platform is evolving?” asks Buessing. “With an agency, you get specialists who work in the trenches daily, constantly testing strategies and adapting to new trends.”
For B2B healthcare companies, industry expertise is particularly valuable. Agencies specializing in healthcare marketing understand compliance challenges, audience behaviors, and industry-specific lead generation tactics. Rather than spending months developing strategies internally, businesses can leverage proven methods from experienced agency partners.
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The Hybrid Approach: Best of Both Worlds
Many companies find success by keeping some marketing functions in-house while outsourcing specialized tasks to an agency. This model allows businesses to maintain internal brand knowledge while benefiting from external expertise.
“With today’s digital tools, agencies can seamlessly integrate into your team,” Hill explains. “We sit in on team calls, learn about the business, and support sales teams with go-to-market strategies. There doesn’t have to be a clear divide between in-house and agency.”
Shannon, another Project Manager on the team, provides an example: “Organic social media often makes sense to manage in-house for quick responses and real-time posts. But for multi-channel paid campaigns or complex email automation, an agency’s team approach is invaluable.”
When a Hybrid Model Works Best
A hybrid model can be ideal for companies that:
- Need quick turnarounds on social media and PR but lack expertise in paid campaigns.
- Have an in-house content writer but need an agency for SEO strategy and execution.
- Want to maintain internal leadership over branding while outsourcing technical marketing aspects like automation and analytics.
How to Choose the Right Agency
If you’re considering working with a marketing agency, how do you know which one is right for you? Choosing an agency should be a strategic decision based on clear business objectives.
1. Start with Business Goals
“Everything should start with your goals,” says Topher Gala. “Too often, companies create a marketing plan first and then try to fit an agency into it. Instead, define your objectives and then find an agency that aligns with them.”
2. Prioritize Communication
Clear communication is critical for a successful agency partnership.
“Successful agencies set expectations, provide regular updates, and ensure alignment with your business needs,” Hill emphasizes. “Communication breakdowns are one of the biggest reasons partnerships fail.”
Need a Clear Communication Guide? Get It Here
3. Treat the Selection Like a Hiring Process
Buessing suggests treating agency selection like hiring an employee:
- Interview agencies to understand their approach and expertise.
- Ask for case studies showcasing their work in B2B healthcare marketing.
- Assess their communication style—do they integrate into your workflow or operate independently?
The right agency should feel like an extension of your team, aligning with your company culture and goals.
Final Thoughts
For B2B healthcare companies, choosing between an in-house team and a marketing agency depends on budget, flexibility, and long-term growth objectives. There is no universal right answer, but evaluating the benefits of each option can help businesses make an informed decision.
“People need to rethink how they view agencies,” says Hill. “It’s not about outsourcing a single skill set—it’s about accessing a broad range of expertise without the challenges of hiring in-house.”
By partnering with the right agency, businesses can enhance their marketing capabilities, stay ahead of industry trends, and achieve sustainable growth without the overhead of a large internal team.
Ready to Scale Your Marketing?
Looking for expert marketing support? Contact Breezy Hill Marketing today to explore how we can help your business scale efficiently and achieve its growth goals.
