Insight Drop: Strategic Thinking Over Execution: Redefining Agency Value in MedComms
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Episode Summary
Execution is everywhere in Medical Communications, but is your agency helping you think?
In this solo episode of Transforming Medical Communications, host Wesley Portegies draws from the 2025 State of MedComms survey to explore what pharma teams truly want from their agency partners. And the answer isn’t more slide decks — it’s strategy.
Wesley breaks down the five capabilities that Medical Affairs leaders expect from modern agencies, ranging from scientific depth to digital fluency, and explains why empathy, insight, and operational awareness are just as important as technical skill. He also shares a practical example that reveals the difference between a transactional vendor and a true thought partner, and offers clear steps to activate more strategic collaboration.
Whether you’re a Medical Affairs leader briefing an agency, this episode offers a timely shift in mindset, from output to impact.
In this episode, you’ll learn how to:
- Recognize the five qualities that define a true thought partner
- Brief agencies with context, not just deliverables
- Create space for challenge, insight, and innovation
- Measure value beyond the slide deck
- Move from tactical output to strategic influence
Before you hit play, ask yourself: Is your agency just doing the work, or helping you make smarter decisions?
Host at a Glance
Wesley Portegies is the Chief Strategy Officer and Founder of Medical Communications Experts, an agency specializing in effective Medical Communication strategies for pharmaceutical companies. An experienced entrepreneur, Wesley started his first company at 19 and has built multiple successful companies. With over 20 years in the Medical Industry, both on the agency and client side, he is driven by a passion for Medical Communications.
- Connect with Wesley Portegies on LinkedIn
Hot Takes and Key Highlights
- [00:39] From Execution Partner to Strategic Collaborator
Wesley opens the episode by challenging the traditional dynamic between pharma teams and their agencies. Too often, medical communications agencies operate as execution vendors, simply fulfilling tasks without deeper involvement. But with rising pressure on teams to deliver value under tighter timelines and shrinking budgets, execution alone isn’t enough. What’s really needed are strategic collaborators who understand the business context and help teams make better decisions faster. If an agency isn’t solving real problems, it risks becoming just another vendor to manage.
- [02:31] The Five Traits Medical Leaders Want from Agencies
Drawing on findings from the State of Medical Communications 2025 survey, Wesley outlines the five top qualities that medical affairs leaders now expect from agency partners. These include: strategic thinking and innovation, deep scientific and therapeutic knowledge, fluency in digital platforms like Veeva and CRM systems, the ability to create modular, omni-channel content, and operational awareness of how internal pharma teams actually work. These aren’t just technical skills; they reflect a need for agencies that can adapt, anticipate, and act with empathy. Without these qualities, agencies risk falling short of what clients now truly value.
- [03:41] The Deck Test: How to Spot a True Thought Partner
Wesley shares a practical example to illustrate the difference between a vendor and a thought partner. When a pharma leader requests a new field medical deck, a transactional agency might just ask for slide count and brand colors. But a true thought partner goes deeper, asking questions like: How will affiliates use this? What feedback have MSLs shared about past versions? What does successful adoption look like? These questions may feel challenging, even uncomfortable, but they uncover insights that lead to more impactful work. It’s this kind of proactive thinking that separates execution from collaboration.
- [06:04] Context Over Tasks: The Key to Better Briefs
Wesley emphasizes the importance of briefing agencies with context, not just tasks. Too often, clients approach agencies with pre-defined deliverables, “Make an infographic” or “Build a podcast”, without sharing the real problem they’re trying to solve. When agencies don’t know the strategic ‘why,’ they can’t fully contribute to the outcome. But when clients instead share the objectives, implications, and intended audience, it opens the door to innovation. Agencies are often eager to help, but need permission and information to move from execution to insight.
- [08:43] Measuring Value Beyond Deliverables
Deliverables like slide decks or infographics are important, but they’re not the whole picture. Wesley urges listeners to evaluate agency value through a broader lens: Did the agency help you influence internal teams? Did they make it easier to communicate with stakeholders? Did they simplify decisions or help you avoid a fire drill? These intangible contributions often matter just as much as the final output. A true thought partner will help you think more clearly, align your stakeholders, and make a measurable impact beyond the deliverable itself.
YouTube Chapters
- [00:00] – Intro
- [00:39] – Why It’s Time to Rethink Agency Relationships
- [01:00] – What Pharma Teams Really Want in 2025
- [02:31] – The 5 Qualities That Define a Strategic Partner
- [03:00] – What Makes a True “Thought Partner”
- [03:41] – The Deck Example: Vendor vs. Thought Partner
- [04:51] – Why Impact Matters More Than Output
- [05:36] – How to Activate Better Partnerships
- [06:04] – The Power of Giving Context, Not Just Tasks
- [07:36] – How to Invite Your Agency to Challenge You
- [08:43] – Measuring Value Beyond Deliverables
- [10:11] – Wrap-up and Final Reflections