{"id":137911,"date":"2022-01-31T12:10:09","date_gmt":"2022-01-31T11:10:09","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=137911"},"modified":"2022-02-25T13:00:40","modified_gmt":"2022-02-25T12:00:40","slug":"6-tips-for-being-creative-and-compliant-in-regulated-industries","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/6-tips-for-being-creative-and-compliant-in-regulated-industries\/","title":{"rendered":"6 tips for being creative and compliant in regulated industries"},"content":{"rendered":"

Compliance doesn\u2019t have to stop the flow of creativity when putting together campaigns within regulated industries. For our webinar<\/a> Bold Communications in Regulated Industries, Edelman<\/a>\u2019s director, client strategy Lisa Stone and Investec<\/a>\u2019s head of PR Luke O\u2019Mahony shared solutions for sectors including healthcare, pharma, fintech and financial services.<\/strong><\/p>\n

1) New KPIs mean new opportunities<\/span><\/strong>
\n\u2018In healthcare, it\u2019s really difficult because we can\u2019t promote products,\u2019 said Lisa. \u2018I see that as an opportunity. We don\u2019t have that as a KPI \u2013 there\u2019s no “how many brand or product mentions did we get?” Instead, we really get to focus on the cultural insight, the patient population we\u2019re trying to track.<\/p>\n

\u2018When we talk about product in healthcare, it\u2019s actually about client need. What is the trigger we\u2019re trying to solve? If you take product out of it, it becomes a lot easier.\u2019<\/p>\n

2) Parameters can provide you with a blueprint<\/span><\/strong>
\n\u2018From the outset, we have a basic understanding of what you can and can\u2019t do in a regulated industry,\u2019 said Luke of working in the financial services sector. \u2018That\u2019s the key constraint, more than money in many cases.<\/p>\n

\u2018When agencies are involved, there\u2019s an interesting tension there. You want an agency to be aggressive with their ideas and push you, but it\u2019s also got to be sensible.\u2019<\/p>\n

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3) Make the most of your clients\u2019 and agencies\u2019 existing knowledge<\/span><\/strong>
\n\u2018Because we\u2019re all in the same space, we all usually understand the parameters,\u2019 says Lisa.<\/p>\n

\u2018Clients are really involved in that journey. If we\u2019re talking about a new drug launch, we\u2019ll need to consider from a client or healthcare professional perspective, and in a way, that\u2019s freeing. Instead of talking about a drug, how instead do we talk about the challenges in a way that will really resonate and encourage a dialogue that will lead them to consider other treatment options?\u2019<\/p>\n

The same is true in the finance sector, says Luke: \u2018The business understands what\u2019s required of us, in my experience; nobody\u2019s saying, “Well, why didn\u2019t you do a load of TV ads?”<\/p>\n

\u2018The way we like to work with clients is to consult. We\u2019ll engage with them. Sometimes they\u2019ll say, \u2018maybe you\u2019ve been overcautious\u2019 \u2013 we work compliance in right from the beginning, rather than at the end.<\/p>\n

4) Compliance considerations covered = quicker sign off from stakeholders<\/span><\/strong>
\n\u2018Involving compliance from the get-go really helps with getting the sign off,\u2019 says Lisa.<\/p>\n

\u2018KPIs should be built into your programming from the beginning. In the healthcare industry, so many of our clients are trying to build trust within stakeholder groups and that\u2019s something we can really measure effectively. There\u2019s lots of room for us to look at how perception has changed and how the campaign has impacted that. There is value in investing in that kind of work.\u2019<\/p>\n

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5) Use caution – find different ways to be creative <\/span><\/strong>
\n\u2018Be cautious,\u2019 says Luke. \u2018You\u2019ve really got to read the room – it\u2019s really important that your campaign ties into something broader in regulated industries.\u2019<\/p>\n

\u2018We find that personality can come through when it\u2019s a personal communication. As a company, we have to have a certain tone, but we encourage our research analysts, for example, to let their own tone of voice shine through in comms. I think that reflects positively and makes the content more engaging.\u2019<\/p>\n

6) Anticipate change to get your sector ready for what\u2019s on the horizon <\/span><\/strong>
\nIs your sector not regulated yet, but it\u2019s on the way? Act like you\u2019re already regulated, advises Luke.<\/p>\n

\u2018The worst thing a business can do is think \u201clet\u2019s make hay while the sun shines.\u201d Be a trusted company before the regulation comes in \u2013 that pays off in the long term.\u2019<\/p>\n

\u2018The latest Edelman\u2019s Trust Barometer<\/a> found that businesses are the institution most trusted by the public,\u2019 adds Lisa.<\/p>\n

\u2018This represents a huge opportunity \u2013 know your audience. Share thought leadership \u2013 as a trusted sector, you can really take the lead.\u2019<\/p>\n

More Vuelio webinars sharing best practice for both agency and in-house comms and public relations practitioners can be found here<\/a>.\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Compliance doesn\u2019t have to stop the flow of creativity in regulated industries – here’s advice from our webinar with Edelman’s Lisa Stone and Investec\u2019s Luke O\u2019Mahony<\/p>\n","protected":false},"author":423,"featured_media":137913,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,3711,3725,7238],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/137911"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=137911"}],"version-history":[{"count":6,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/137911\/revisions"}],"predecessor-version":[{"id":137916,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/137911\/revisions\/137916"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/137913"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=137911"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=137911"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=137911"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}