Article

Desiree Gullan
Desiree Gullan 14 October 2021

4-Step Marketing Toolkit for Regulated Industries

Marketing professionals have always been creative problem solvers, and these skills need to be ramped up when operating in regulated industries such as pharmaceuticals, healthcare, finance, insurance and hospitality.

Stringent laws and regulations, not to mention lengthy approval processes, can seem like too many obstacles in the way of highly effective creative communication campaigns.

“Marketing in regulated industries shouldn’t feel stifled by rules and processes,” said Desirée Gullan, Executive Creative Director of G&G Digital. “It’s an opportunity to flex your creative problem-solving skills in a smart and disciplined manner.”

Here are four steps to help you reach your audience in regulated industries.

1. Plan Ahead

Due to long approval processes and other due diligence matters, adhoc campaigns may not be possible. Smart, long-term planning that doesn’t feel forced, dated or irrelevant can get excellent results, and can help you save money by avoiding costly mistakes, and oversights.

2. Pull in the Same Direction

Your team need to be aware of what’s at risk with the smallest error or oversight. It’s also important to work in the same direction. Invest in training, and take the time to educate and oversee the process. This will prevent issues all the way through the campaign planning to execution. Remember, the weakest link can cause the most damage.

3. Build Trust and Authority

In regulated industries, you don’t have the luxury of making big claims, even if you have the data to back it up. Focus on building trust and authority, which allows you to reach your audience organically and push them further down the sales funnel.

Key opinion leaders can assist this by bolstering carefully curated ideas. Use thought leaders in your industry to build trust.

4. Tell Authentic Stories

Innovative, and relevant storytelling can set your brand apart from others, and give you the opportunity to really explode in reach, relevancy and engagement. Consumers tend to veer toward brands that have a story they can resonate with, especially in highly regulated industries.

“Craft every detail, from the way you tell a story, to the amount of planning you put in–it all comes together in the long term,” Gullan added. “With the right approach, discipline and experience, you can find success despite the circumstances. Now’s the time to reshape your strategy and pursue opportunities for growth.”

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
Sales and Marketing Collaboration: A Recipe for B2B Success

Sales and Marketing Collaboration: A Recipe for B2B Success

In the world of B2B, the age-old rivalry between Sales and Marketing often overshadows the potential for a fruitful partnership. Yet, when these two departments align their goals, strategies, and efforts, the results...

Zsofia Raffa
Zsofia Raffa 12 September 2024
Read more
3 Reasons Why Building Social into Marketing is a Significant Competitive Advantage

3 Reasons Why Building Social into Marketing is a Significant Competitive Advantage

Understanding the role of social media in your business is important; however, before you get caught up in tactics first ask yourself “Is my business social?” If not, or if you aren’t sure, here are 3 reasons why...

Anna Fox
Anna Fox 31 October 2024
Read more
How to Understand Your Customer Needs Through Social Media?

How to Understand Your Customer Needs Through Social Media?

Social media is generally known to be a tool of online communication that is used to easily share information and bring together people with similar ideas on the internet. But brands use them as a marketing tool. And...

Manisha Sukhyani
Manisha Sukhyani 29 August 2017
Read more