11 parts of an irresistible RFP for healthcare communications agencies

In the bustling world of healthcare marketing and public relations agencies, your RFP needs to be more than a request for a proposal – it should be an irresistible beacon, shining through the sea of opportunities.

The goal: it's about striking the perfect balance between requesting essential information and respecting the agency's time. Agencies get a lot of RFPs and we have to pick which ones to respond to. Your RFP is your first impression, your initial handshake in what could be a game-changing partnership. 

The goal: it's about striking the perfect balance between requesting essential information and respecting the agency's time. Agencies get a lot of RFPs and we have to pick which ones to respond to. Your RFP is your first impression, your initial handshake in what could be a game-changing partnership.

Here’s exactly what you should include to maximize responses while also gleaning the insights you need to make a good decision. 

01. Executive summary: the sizzle

Start with a bang! This is your chance to grab attention. Be clear and engaging, highlighting why your project is a unique opportunity they can't afford to miss. Background and introduction: setting the stage

Share your story, but make it compelling. Agencies love a narrative they can connect with and build upon. It's the context that fuels creative fires.

Share your story, but make it compelling. Agencies love a narrative they can connect with and build upon. It's the context that fuels creative fires.

Tell us what you’re looking for. Clarity is key, but leave space for creativity. Agencies need a clear target, but we also relish the chance to bring creative flair.

03. Target audience: the ‘who’ matters

The more you reveal about your audience, the sharper the agency's focus. Tell us who we will be trying to reach in as much detail as possible.

04. Competitors: know your battlefield

Understanding your competition is crucial. Outline who they are and even how you stack up, if you know. It not only helps an agency understand what you’re up against, it also allows them to do a conflict of interest check early in the process.

05. Differentiators + value propositions: what sets you apart

Clearly articulate what makes your project or organization unique. What are your key differentiators and value propositions? This isn’t just about standing out; it’s about giving agencies a solid foundation to build a tailored, compelling narrative that aligns with your unique strengths and market position.

06. Objectives + goals: dream big, detail bigger

Set goals that inspire. Make them clear and measurable–even a bit audacious. Agencies are drawn to challenges that push boundaries.

Set goals that inspire. Make them clear and measurable–even a bit audacious. Agencies are drawn to challenges that push boundaries.

07. Budget + resource allocation: the ground reality

Be transparent about your budget. It sets realistic expectations on both sides and saves a lot of time. Unsure of the exact amount? Give a range. In reality, you know whether you’re looking for a Kia or a Maserati when you go out car shopping. Ask for tiered options. We don’t need an exact seat number, but please get us to the right ballpark.

08. Timeline + milestones: the beat to dance to

Agencies juggle various projects. Offer a timeline that respects this, balancing urgency with feasibility. Dates should include submission deadlines, review periods, second round interviews, and projected start date, to name a few.

09. Criteria for selection: the magnifying glass

Spell out what you're looking for in an agency partner. Tell us the rubric we will be graded against. It helps agencies tailor their proposals to hit the mark.

10 Proposal submission guidelines: the rulebook

Clear guidelines save time and effort. It's about making the submission process as smooth as possible for all. Tell us what format you’re looking for and what sort of documentation you’d like to review.

0.11 Contact information + communication protocols: your open line

Open and clear communication lines are vital. It shows you're approachable and ready for a collaborative journey.

Conclusion: sealing the deal with your RFP

Your RFP is more than a document; it's a conversation starter, a story waiting to be told. Craft it with care, precision, and a dash of creativity. Remember, you're not just looking for an agency; you're seeking a partner who's as passionate about your project as you are. Make your RFP a reflection of that passion, and you'll attract agencies eager to embark on this exciting journey with you.