Decades ago, most well-known manufacturers in the medical technology sector had their own design department. This has now fundamentally changed and external design expertise is now predominantly called in when it comes to bringing a perfect product to market. At a time when many companies are reconsidering radical outsourcing and want to position themselves properly for the challenges ahead, it is all the more important to approach the selection of a design partner carefully and with the necessary foresight and professionalism. Today, it is more important to find a long-term partner than to buy in any old service.

This article is aimed at both the purchasing department and the respective specialist department that requires design support in a specific case.

And how do I find the ideal design partner?

The pitch is one of many ways to find the right project partner. Suitable agencies can usually be found quickly via search engines, local proximity or the Verband Deutscher Industrie Designer e.V. (Association of German Industrial Designers ) - and you could just as easily commit yourself just as quickly. Unfortunately, this is not quite so easy, because, as with a "bond for life", most of the important characteristics are not immediately apparent. However, if both parties invest a good deal of time and energy in the selection phase, it will ideally become a long-term partnership. And really good design is only created in a functioning partnership.

Compared to other procedures, a pitch is the most differentiated and neutral option for finding an agency. Instead of a subjective opinion, the end result is objective confirmation that the selected agency is the right one. It is also important to have support within your own company. Everyone involved in the project should be involved in the selection process. However, the initiator of the pitch is not always ideal for managing the process. The purchasing department often has a more objective view and is therefore well suited as the person responsible.

Definition: this is an agency pitch

Wikipedia says: The agency pitch In simple terms, an agency pitch is a presentation that is used to compete for a contract. It is one of the most frequently chosen methods by companies to select an agency. The agencies compete for a specific budget from a client.

In the field of industrial design, we usually understand this to mean a small test task with reasonable conditions in terms of fees and deadlines, which is given to two or more providers in the same way - and which is then objectively evaluated by the company.

The first step: the briefing

The first step is to create a clear brief. For comparable results, it is important that all agencies receive the same information. The goal and purpose of the project must be defined in a briefing , as well as the output that the agencies are to deliver. You can read about what makes a good briefing in another of our blog articles.

When preselecting from a longlist of around ten generally suitable agencies, the effort can be kept low. One agency presentation is sufficient at this stage. The selected agencies are then briefed in detail. This is also the point at which an NDA is concluded. It makes little sense to bring the competitors together at this point and conduct the discussions in a group. (Video) conferences in the form of a kick-off meeting are more efficient for exchanges between just two parties.

Fairness is the be-all and end-all

The agencies must be aware of the pitch situation. Not openly revealing the competitors demonstrates professionalism. Even if a company has already gained experience with one of the participants, all potential partners should be given the same opportunities.

In the first creative phase, a finished design for the project is not yet created. The designers demonstrate their skills in two to three weeks with a compact task. In some cases, they already go beyond the required scope. This means that the company receives a lot of input and inspiration for a comparatively low cost.

Spoilt for choice: the final decision

The company sets clear criteria for evaluating the results. These include hard facts such as the software programs used, the number of employees, the locations, etc.. In the soft factors, sympathy points can be collected and inventiveness rewarded. The design draft is of course also included in the evaluation, but should be on a par with the hard and soft factors. It is important not to forget this: In this process, which is sporting for all sides, a very quick draft is produced, but for the time being it only forms the basis for further work. After a successful selection process, the process is usually repeated.

It is also good practice to hold a final discussion for all participants. This way, the pitch was not in vain, even for those who lost out, and they can take the feedback into account for the next attempt. However, the winner should not be announced in the feedback session. Professionalism here also means discretion.

To cut a long story short: It's worth it. A well-made pitch may involve a little more effort, but it also generates great benefits.

What is your experience with pitches? Even though we are of course clearly on the provider side, we are happy to advise you on the subject of pitches.

Practical tips from design consultant Markus Wild:

• Involve all key stakeholders in the selection process.
• Evaluate all key aspects that are relevant for the future collaboration. Hard and soft factors, general and task-related. This can easily turn into an Excel file with 30 lines, but it's worth it.
• Set sporting framework conditions, both financially and in terms of scheduling.
• Enable fair competition and treat no provider differently.
• Maintain discretion between providers.

The effort involved should not be underestimated, but it pays off many times over thanks to the intensive, long-term partnership with the agency. Just give it a try!