Hiring a healthcare marketing agency is a high-stakes decision. The right partner can accelerate growth, protect your brand and help you navigate one of the most complex marketing environments there is. The wrong one can waste time, burn budget and—worst case—introduce compliance risk.
Over the past two decades, I’ve worked with hospitals, health systems and multi-location healthcare organizations across the country. I’ve also spoken with many leaders who came to us after a disappointing agency experience. Almost always, the warning signs were there early on.
This guide outlines the most common red flags to watch for when choosing a healthcare marketing agency—and how to spot them before you commit.
Red Flag #1: No Healthcare-Specific Experience
Healthcare marketing is not interchangeable with other industries.
Patient trust, clinical nuance, referral dynamics and compliance requirements fundamentally change how marketing works in healthcare. An agency without healthcare-specific experience may apply tactics that work in retail, automotive or travel—but fail in healthcare.
Ask detailed questions:
- What types of healthcare organizations have you worked with?
- What regulatory challenges did you encounter?
- How does healthcare change your approach to strategy and execution?
If answers feel vague or overly generalized, that’s a concern. Specialization matters.
Learn more about why healthcare specialization matters in our recent podcast: Why You Should Choose a Marketing Agency That Specializes in Healthcare, with Corey Quinn, founder of Corey Quinn, Inc.
🔎 Evaluate Healthcare Expertise Early
Not sure how to assess an agency’s healthcare experience?
→ Read our blog post: Top 11 Tips for Choosing a Healthcare Marketing Agency
Red Flag #2: Confusing or Hidden Pricing
Healthcare marketing is an investment, not a mystery box.
If pricing feels intentionally unclear or difficult to understand, that’s a red flag. You should know:
- What you’re paying for
- How fees are structured
- What’s included vs. optional
- How scope changes are handled
Unclear pricing often leads to frustration, unexpected costs and eroded trust. Strong agencies are transparent and proactive about how their pricing aligns with value.
Learn more about healthcare marketing agency costs in our blog post: How Much Does a Healthcare Marketing Agency Cost? Complete 2026 Pricing Guide
Red Flag #3: No HIPAA or Compliance Discussion
This is one of the most serious warning signs.
Healthcare marketing operates in a regulated environment. HIPAA, patient privacy, advertising rules and platform-specific healthcare policies must be considered from day one.
If an agency never brings up compliance—or dismisses it as “overblown”—you’re taking unnecessary risk. A capable medical marketing agency doesn’t replace legal counsel, but it understands the guardrails and knows when to slow down and involve stakeholders.
Compliance should be part of the conversation early, not an afterthought.
Red Flag #4: Won’t Provide Case Studies
Real experience with clients in your industry matters—especially in healthcare.
A healthcare marketing agency should be willing to connect you with current or former clients who can speak candidly about:
- Communication and responsiveness
- Strategic guidance
- Results and reporting
- How challenges were handled
You’re not looking for perfection. You’re looking for consistency, honesty and alignment.
Reluctance to provide references—or limiting you to one overly curated contact—should raise questions.
Red Flag #5: Guaranteed Results or Rankings
If a healthcare marketing agency guarantees specific results—especially search rankings or patient volume—it’s time to be cautious.
Search engines evolve constantly. Competition changes. Patient behavior shifts. In healthcare, regulatory and platform constraints add another layer of complexity. No responsible agency can guarantee exact outcomes.
What a qualified healthcare marketing firm can promise is a disciplined process: research-driven strategy, ethical execution, transparent measurement and continuous optimization.
When I hear phrases like “page-one rankings in 90 days” or “guaranteed patient leads,” it usually signals shortcuts—or unrealistic expectations that won’t hold up over time.
What to look for instead: agencies that discuss benchmarks, historical performance and scenario-based forecasting—not guarantees.
Red Flag #6: Pushy Sales or False Urgency
Healthcare organizations deserve time to make thoughtful decisions.
Be wary of agencies that apply artificial pressure:
- “This offer expires today”
- “We only have one spot left”
- “If you don’t act now, you’ll miss your window”
The best agency relationships are built on trust and alignment—not urgency tactics. A strong healthcare marketing firm respects internal decision-making processes and stakeholder involvement.
Red Flag #7: Doesn’t Ask About Your Business
This is more common than it should be.
If an agency spends most of the conversation talking about themselves—services, awards, processes—without deeply exploring your organization, that’s a problem.
Effective healthcare marketing starts with understanding:
- Your growth goals
- Your patient population
- Your competitive landscape
- Your internal resources
- What’s worked (and what hasn’t)
Agencies that jump straight to tactics without diagnosis are guessing—and guessing is expensive.
Red Flag #8: Unclear Team Structure or High Turnover
You’re not hiring a logo, you’re hiring people.
Ask who will actually work on your account:
- Roles and responsibilities
- Experience levels
- Account continuity
- Turnover rates
Frequent team changes or vague staffing answers often lead to inconsistent execution and lost momentum. Strong agencies invest in stable teams and are transparent about how work gets done.
Red Flag #9: Your Team Changes
While we’re talking about the people, another red flag is when they delegate your account to a junior person once you sign. If you only get to meet with one person, that means you’re hiring a company that’s set up for scale and profit, not your results.
Ask who your team will be and make sure you’re getting a real commitment to your success. Don’t be a number.
Red Flag #10: Vague Reporting or Undefined KPIs
If success isn’t clearly defined, it can’t be managed.
A healthcare marketing agency should explain:
- Which KPIs matter—and why
- How performance is tracked
- How often results are reviewed
- How insights inform decisions
Beware of “reporting” that consists of dashboards without context. Effective reporting connects activity to outcomes leadership actually cares about.
Red Flag #11: It Just Feels Off
Finally, trust your instincts.
Agency relationships are partnerships. You’ll be collaborating closely on decisions that affect your brand, reputation, and growth. If something feels misaligned—communication style, transparency, values—it’s worth paying attention.
I’ve seen organizations override early concerns and regret it later. When the fit is right, you usually know it.
Final Thoughts: Choose Carefully—and Confidently
Choosing a healthcare marketing agency isn’t about finding the flashiest pitch. It’s about finding a partner who understands healthcare, respects your complexity and earns your trust over time.
By watching for these red flags—and insisting on transparency, specialization and alignment—you dramatically improve your odds of making the right choice.
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