Highly regulated industries like healthcare, financial services, and pharmaceuticals are notorious in the communications space for stifling creativity, requiring professionals to prioritize legal compliance over a compelling narrative in their content. But despite the perceived challenges, marketers in these industries have a prime opportunity to create valuable content that both engages their audience and further differentiates their brand.
In this #ContentChat, Ahava Leibtag (@AhavaL), founder and president of Aha Media, shares how you can make content marketing work in highly regulated industries, including tips for partnering with legal and compliance, recommendations on the type of content you can create in a regulated industry, and ways to encourage employee brand advocacy.
Check out the recap of our conversation below, and if you’d like to learn more on the topic, read the takeaways from our past chat on creating interesting content for conservative industries.
Q1(a): Certain industries have significant regulations around their communications with the public, including healthcare, pharmaceuticals, and financial services. Does that mean content marketing is impossible for those industries?
Content marketing is possible for any industry given that one of its core purposes is to build relationships with an audience.
Absolutely not. In fact, the goal of #contentmarketing is to build relationships with audiences through education. Those industries sell complex ideas and products. They need to educate their audiences about what they provide and why it’s important.#contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
Marketers in regulated industries have additional considerations to navigate, including the need to closely partner with legal and compliance teams.
A1: Having been the one in charge of creating a content strategy in both financial services and healthcare organizations, I can safely say that there are a TON of things you can do from a content marketing perspective. You just need legal and compliance buy-in. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 2, 2020
A1: It’s certainly difficult, but not impossible. Marketers just need to know the ins and outs of the regulations so they can still inform their audience while adhering to communication standards.#ContentChat
— Dr. Donald Hecht (@realDocHecht) March 2, 2020
A1: Definitely not! It just means that writers need to be creative, cognizant of limitations, and be prepared to edit campaigns that don’t fall in the lines. #ContentChat
— Rachel Wendte (@rkwendte) March 2, 2020
A1: Not impossible but you are needing to be more aware of what you are creating and what the regulations are and that legal needs to be your friend. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) March 2, 2020
Remember that all companies in these industries are bound by the same regulations, so marketers have to get creative and be flexible to stay ahead of the competition.
A1: Another way to look at it: the issue is not the restrictions and challenges with regulations, but whether you can outperform the competition, all of whom share the same challenges.
— Open Road Digital (@openroaddigital) March 2, 2020
A1. Not at all! In fact, a great #contentmarketing strategy can really help companies like this stand out.
Just avoid jargon, outdated design, and boring copy — all common errors within those industries. #ContentChat
— Liz Willits (@lizwillits) March 2, 2020
A1: Regulated industries can be difficult to work with from a content marketing stand point, but not impossible. It requires much more organization and patience, and the lack of competition will generate better rewards for your client(s). #ContentChat
— Derek Pillie (@derekpillie) March 2, 2020
A1: Absolutely not. Many industries are heavily regulated, it doesn’t mean you can’t provide content for them, in fact, they need it more. Especially from knowledgable writers. #ContentChat
— Brandie McCallum (@lttlewys) March 2, 2020
A1: OMG. So creative with the limitations. It also means you have to really focus on what will move the needle, because you need more time to create. #ContentChat https://t.co/yLQeYtmyNg
— Jen Brass Jenkins (@chrliechaz) March 2, 2020
Q1(b): Is it important/necessary for content marketers to have the appropriate certifications for their industries to provide signoffs?
As a bit of a sidebar to this question, in light of the answers I’m seeing, is it important/necessary for the content marketer to have industry certification to be able to provide signoffs? #ContentChat https://t.co/0UH4jnNspL
— Erika Heald | Content Marketing Expert (@SFerika) March 2, 2020
The community agrees that content marketers should not be expected or required to have certifications in their industry. That said, marketers should use the experts and resources at their disposal to address gaps in their compliance knowledge.
What would that industry cert look like? If you have good attorneys and good compliance, they should be able to explain it. And the longer you’re in an industry, the better you are.
— Ahava Leibtag (@ahaval) March 2, 2020
I had a boss who really wanted me to get my S24 so I could approve things myself. I’m not great at rote memorization so I kept evading that request… #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 2, 2020
Ah. No, I don’t think a writer or content creator needs to have those certs. I do think they need to be able to sit down and understand them. But if compliance is arrogant or huffy, it can be very difficult to get anything done.
— Ahava Leibtag (@ahaval) March 2, 2020
It depends on the industry, though I don’t think it’s necessary in most cases. #ContentChat
— Dr. Donald Hecht (@realDocHecht) March 2, 2020
I don’t think so. I think sometimes industry experts can’t see the trees for the forest so speak, and it’s solid to have an outsider perspective. #ContentChat
— Brandie McCallum (@lttlewys) March 2, 2020
I think that it’s a good idea for the content marketer to have extensive understanding of the regulations but I don’t know that a certification is necessary. In my experience most regulated industries are going to have a “censor” of sorts that has to approve content. #ContentChat
— Derek Pillie (@derekpillie) March 2, 2020
No, but–you need a SME or specialist to work with. At least in healthcare… #ContentChat https://t.co/2keFbEIp2Y
— Jen Brass Jenkins (@chrliechaz) March 2, 2020
Being a good listener and opening up to the real audience is what I think is important.#Empathy, #Compassion and #ListeningSkills don’t usually come with a certificate but are critical.#contentchat
— Bruce Mayhew (@BMCtrainercoach) March 2, 2020
Q2: Given the confidentiality side of healthcare and financial services regulations, is it still possible for those marketers to engage in user-created content curation?
User-generated content (UGC) is possible in regulated industries, but, as discussed in Q1, extra diligence is required to stay compliant.
1/2
Yes, I think so. You’ll need to work with compliance and your attorneys to figure out the best way to do it. People aren’t afraid to voice their displeasure or pleasure on yelp, Google, TripAdvisor, Healthgrades, etc, so there’s a way to encourage them to do it here too.— Ahava Leibtag (@ahaval) March 2, 2020
2/2 I think it’s hard to build true community when you’re a brand. More importantly, I think it’s prompting pp that you care about their voices and you want to hear from them. But remember, don’t ask a question you don’t already know the answer #contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
A2: User-created or generated content is still powerful way to get your audience engaged with the brand and to share that content with their friends. Of course there would still need to be some guidelines for those creators to follow, but still powerful. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) March 2, 2020
A2: Yes! UGC is still a powerful tool in regulated industries like healthcare, but always keep in mind compliance and privacy regulations. Make friends with your legal department/team and take advantage of consent forms for users willing to submit content. #ContentChat
— WriterGirl (@WriterGirlAssoc) March 2, 2020
Customer testimonials add a necessary emotion and depth to your story that a brand cannot create by itself.
Invite your customers to be part of your content mktg story. Then you can start a conversation on the compliance end for how it’ll be published and shared. But I think, esp in healthcare, there’s so much humanity in reading the words of someone else’s journey. #contentchat https://t.co/CAncl3kU8D
— Erin Schroeder (@erinbschroeder) March 2, 2020
And in healthcare, it’s pretty easy to get patients to agree to share their stories. But still, check with compliance before writing. Even if the patient says it’s okay, the org. may have some dos and don’ts. #contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
A2) #contentchat Absolutely it’s still possible. A great testimonial without intimate details, co-tagging from community events, a happy workshop attendee, etc are all ways to users can generate the content without breach of confidentiality.
— Diana Richardson🍷 (@DianaRich013) March 2, 2020
A2: Without a doubt! If the emotion and information lines up, you’re in business.
Plus, almost anything can be reworked or edited. And if you reach out to the creator, even more doors open for you. #ContentChat
— Rachel Wendte (@rkwendte) March 2, 2020
Emotional impact aside, your team should be strategic in its use of testimonials or UGC. Always focus on the value you are providing to your audience, and balance your resources to most effectively meet the needs of your audience in a timely manner.
A2: I don’t think it’s a matter of whether user-generated content CAN be used in spaces where PID is highly regulated, it’s just a matter of how much value that user-generated content conveys to your audience (as opposed to other types of content). #ContentChat
— Derek Pillie (@derekpillie) March 2, 2020
When working with limited resources you need to evaluate what tactics will be most effective at building trust with your audience. Highly regulated industries could blunt the value of what can be said or who authors user-generated content in favor of another option. #ContentChat
— Derek Pillie (@derekpillie) March 2, 2020
A2.
Yes, think they can. But it’s less about push push push and more about putting compelling content out there – in a trusted space – at an expected time and letting the customer come to them.
And / or this is where good SEO can also be helpful / critical.#contentchat— Bruce Mayhew (@BMCtrainercoach) March 2, 2020
Q3: How can content marketers in highly regulated industries approach their content strategy for visual platforms like Instagram or YouTube while maintaining compliance?
Discuss your content plans at all of its stages with your compliance team to avoid extensive revision cycles or wasted time. This means looping compliance into the conversation from the first day of a project, not after a piece of content is already completed.
So if you can get written content approved, and the topics nailed down, then creating visual content shouldn’t be too difficult. It’s making sure compliance is in the room from the beginning and they understand what you’re trying to do. #contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
This is SO important! Too often, marketers wait until a big project is complete to take it to Compliance…and are then upset they have to make changes, and miss their deadline. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 2, 2020
A3: Make sure you have the appropriate consent forms. Partner with specialists and the legal team at the beginning to ensure all information is accurate and compliant.
Then fill in any gaps with visuals and other elements created by marketing.#ContentChat— Dr. Donald Hecht (@realDocHecht) March 2, 2020
A3.
Agreed.
Help Compliance feel part of the project / part of the team. They get tired always looking like the bad-guy and at the last minute.
They want to be proud of their work just like all of us do. So, involve them early – even with the creative brainstorm.
#ContentChat— Bruce Mayhew (@BMCtrainercoach) March 2, 2020
A3. YES! I think if you can also determine where our/their interests diverge. With our patient education liaison, we note when and where content for patients is different for web rather than given out in clinics. #ContentChat https://t.co/JIC4Zj3aLj
— Jen Brass Jenkins (@chrliechaz) March 2, 2020
Visual-based content can complement the other resources you provide to your audience. In many cases, video is a welcomed format for step-by-step instructions, how-tos, and even longer informational videos.
My formula is Information, Format, Distribution. What are you saying? What format makes the most sense for that audience? Where should it hang out? Esp. in highly reg. industries, pp need step by step instructions. So using a mix of visuals and videos makes sense. #contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
— Ahava Leibtag (@ahaval) March 2, 2020
A3: If it’s a visibility issue, don’t underestimate text videos with a voiceover. It’s a way to make written content more dynamic and can serve to attract a different audience. #ContentChat
— Rachel Wendte (@rkwendte) March 2, 2020
Visual content is especially valuable for highlighting the people behind your brand, including both your customers and employees.
A3: Created branded content that is a solid representation of the brand, keeping in mind most people relate/respond to people. Also, engage the employees to share. #ContentChat
— Brandie McCallum (@lttlewys) March 2, 2020
And when you invest in an internal photographer, and have engaged employees, there’s a great source of on-brand visuals. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 2, 2020
A3: While it’s still possible to feature patient or customer content on these channels (with the right consent and process), Instagram and YouTube can provide great opportunities to feature members of your organization. Showcase your culture, mission and values. #ContentChat
— WriterGirl (@WriterGirlAssoc) March 2, 2020
Influencers are a viable path for breaking into platforms like YouTube, TikTok, and Instagram, but be conscious to not dilute your brand’s message or sacrifice your perceived authenticity by over-relying on influencers.
A3 easiest answer- influencer Marketing #contentchat https://t.co/QP6fPx5xVZ
— LUCYrk (@LUCYrk78) March 2, 2020
I like influencers, but you can depend too heavily on them and it starts to come across as fake. In an industry like healthcare, authenticity is key. https://t.co/2B4p1tQskw
— Ahava Leibtag (@ahaval) March 2, 2020
Just be sure that whichever content types and distribution methods you explore match the needs and preferences of your audience.
A3) #contentchat This is the fun part. Just like anything, understanding what your audience *likes* plays a key role is appealing to their visual interest. It’s no different here. Just because you’re in the financial industry doesn’t mean your visuals always have to show money.
— Diana Richardson🍷 (@DianaRich013) March 2, 2020
Q4: Speaking of compliance, what are your tips for helping content marketers become partners with their compliance and legal teams, instead of seeing them as the enemy?
Compliance and legal teams should be approached as your teammates (because they are), not adversaries. Get to know them, share food with them, and approach them just like you would any of your other team members.
I believe in food and drinks. Take them out. Get to know them. It’s like anything in biz; the better the relationship, the better the product. When they want to help, they’ll find a way. When they can’t help, they’ll try to solve it. #contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
So true! I’m a baker, and I made sure whenever I brought in treats I’d take them to my legal and compliance partners too. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 2, 2020
Regularly meet with your compliance and legal teams to discuss upcoming work, align on priorities, and address any concerns in the current content pipeline. Give them a spot at the table at the start of any project to reduce future roadblocks.
A4: I set up regular meetings with my compliance lead, and collaborated with her to author what I called “friendly disclaimers” that reflected the rule of the law, but were easier for a regular person to understand. #ContentChat https://t.co/nl8REwaSMC
— Erika Heald | Content Marketing Expert (@SFerika) March 2, 2020
A4: Some teams may benefit from regular meetings to ensure campaigns are compliant before they are fully developed. Seeing the work as proactive helps marketers see that being prepared is much better than having to adjust something that is already published.#ContentChat
— Dr. Donald Hecht (@realDocHecht) March 2, 2020
A4: I see them as my partners. I’m trying to keep my customers interested, they’re trying to keep them safe. There’s plenty of room there for give and take if you’re not afraid of the conversation. #ContentChat
— Rachel Wendte (@rkwendte) March 2, 2020
A4.
Whoops…. I think I answered that earlier with my A3 response. LOL.In short – involve them early. Have a fun brainstorming session and invite them. They will LOVE that (most of them will), because they don’t often get to be part of this.
This will help them buy-in early.— Bruce Mayhew (@BMCtrainercoach) March 2, 2020
A4 My main suggestion is to have compliance involved with content planning early and as often as they feel it is useful. Communication about what you’re planning on doing will help avoid challenges that can be difficult to overcome closer to deadline. #ContentChat
— Derek Pillie (@derekpillie) March 2, 2020
A4: Don’t work on your consent processes in a silo. Collaborate from the beginning (if possible!) and develop them together. #ContentChat
— WriterGirl (@WriterGirlAssoc) March 2, 2020
Q5: Many highly regulated companies end up creating highly restrictive employee social media policies that discourage employee brand advocacy. Is employee brand advocacy off the table for highly regulated industries?
There are legitimate risks associated with employee social media use in regulated industries, and many companies adopt strict social media policies to minimize this risk. With the right foundation in place, though, highly regulated companies can enable their employees to thrive as brand advocates on social media.
1/1 I hate to say it, but I think so, for now. It’s archaic. It doesn’t make sense. But I’d rather be restrictive than get hauled up in front of Congress. #contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
Social media guidelines can detail what type of content is OK to post, and companies in regulated industries should be thorough in describing the dos and don’ts of employee social media use. Check out this post on the core elements of company social media guidelines for some places to start.
2/2: Depends. Healthcare is huge. Can employees of newly emerging medical devices be on social media? Maybe. Can hospital employees be without sharing patient info? Yes. Does there need to be a clear code of conduct and policies? YES. Is it going to freak out the lawyers? Yes.
— Ahava Leibtag (@ahaval) March 2, 2020
A5: No. You just play nice. My sister works for NASA and they have a socially restrictive policy. But, she loves her work. She only shares images or info that is publicly available, including photos of herself, from the official PR team, social media, or news orgs. #ContentChat
— Rachel Wendte (@rkwendte) March 2, 2020
A5: Certainly not. However, limiting brand advocacy may be necessary in order to remain compliant. A narrow selection of appropriate posts can be provided by the marketing team to make sure employees have clear standards.#ContentChat
— Dr. Donald Hecht (@realDocHecht) March 2, 2020
A5) #contentchat I’ve never been in this situation, but if there are lists of restrictions then lists of what you CAN post about would be helpful.
— Diana Richardson🍷 (@DianaRich013) March 2, 2020
A5: Even the most cautious companies can have employee advocacy while maintaining records retention and other rules by using an employee advocacy platform that supports that sort of recordkeeping. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 2, 2020
A5.
Great question.
This is where communicating always about #Vision, #Values and #Mission are CRITICAL. Communication empowers employees – gets everyone on the same page about Why it is important to communicate / share in a certain way. It adds context to policies.#ContentChat— Bruce Mayhew (@BMCtrainercoach) March 2, 2020
A5 Employee engagement can be challenging in a regulated industry, but there are guidelines that can be developed with your compliance partners. Keep it simple and focused, but any employee engagement guidelines should follow those rules anyway, right? #ContentChat
— Derek Pillie (@derekpillie) March 2, 2020
Even with guidelines in place, though, companies must build a culture that follows those rules and encourages healthy social media activity. This requires regular education and re-education opportunities for employees, including training sessions, communications on employee-facing channels, lunch and learns, social media office hours, and more.
Correct. The question is: Do employees truly understand or even read those guidelines? That’s why highly regulated industries have such intense trainings.
— Ahava Leibtag (@ahaval) March 2, 2020
A5: It’s still possible, but providing re-education, training sessions and reminders on employee-facing channels is important for compliance. Stay positive and explain clearly what employees CAN share. #ContentChat
— WriterGirl (@WriterGirlAssoc) March 2, 2020
Q6: How can I get past the objection of “but we can’t provide advice” that is raised in too many content marketing editorial planning sessions, or, worse yet, when seeking signoff on a completed piece of truly helpful content marketing.
Disclosure copy is essential for content in highly regulated industries and acts as a safeguard for your content.
This may be an unpopular opinion, but to me, that’s on the writer. If it comes across as advice, it’s badly written. Also, there are legal disclaimers for that kind of thing. Some pieces are going to get killed by compliance. Or they are going to zombify. It may be unavoidable.
— Ahava Leibtag (@ahaval) March 2, 2020
A6: This is, literally, the role of disclosure copy. #ContentChat https://t.co/prSmsOwtLU
— Erika Heald | Content Marketing Expert (@SFerika) March 2, 2020
Consider your spokespeople and how you can position them to provide value for your audience. When in doubt, say that your audience should always consult their industry professional, and discuss multiple companies and players in your space to present a well-rounded perspective.
I think a big part of it is considering it as an opinion piece from a thought leader. The company isn’t making the reco, necessarily, but the employee is. It provides insight to help show you know what you’re doing AND recognizes those your clients will get to know. #ContentChat
— 💙💞The Mermaid of SXSW💞💙 (@Renoe) March 2, 2020
A6: Make sure to express when people should consult their own healthcare professionals. And include multiple solutions without preferring one over the others.#ContentChat
— Dr. Donald Hecht (@realDocHecht) March 2, 2020
A6: Content like this needs a rebrand to get buy in. That could be calling it “thoughts from the office” or “what we’re debating right now” to make it clear that the company isn’t endorsing anything, but is having a discussion like any average group would. #ContentChat
— Rachel Wendte (@rkwendte) March 2, 2020
Q7: How can content marketing play a role in crisis communications when an emergency strikes that directly affects your highly regulated industry as a whole?
The key to crisis survival is prior planning. When disaster strikes, timely and accurate communications are essential to address your audience’s needs and lessen your potential brand damage. Prepare messaging for all possible crisis scenarios when there is not a current crisis at hand so your team can more quickly and strategically navigate a situation once it emerges.
If you’re great at content marketing, you have tons of evergreen content that will work in a crisis. Great content marketing means the top 100 questions people have are answered in your content. What to do in an emergency is one of them. #contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
A7: Always be prepared with a strategic plan ahead of time. Be clear and helpful to your audience, and don’t dramatize the situation.#ContentChat
— Dr. Donald Hecht (@realDocHecht) March 2, 2020
A7) #contentchat What an important role that is! First, there should already be a Crisis Communication plan in place that everyone can access in an emergency. This is a time where creativity should be minimal and content should be honest but helpful.
— Diana Richardson🍷 (@DianaRich013) March 2, 2020
It is important to stick to the facts of the situation, and ensure any messages provide value for your audience.
A7: What you DON’T do is add flame to the fire if you don’t need to. Especially if your customers aren’t directly impacted, letting them know in a quick post that all is well without referencing the company(s) in crisis will go a long way in retaining trust. #ContentChat
— Rachel Wendte (@rkwendte) March 2, 2020
A7: It’s an opportunity to showcase your expertise and opinion. Put your thought leaders front and center. But, it can be a fine line to walk – don’t take advantage of tragedy. Before publishing, ask yourself: “Are we adding something valuable to the conversation?” #ContentChat
— WriterGirl (@WriterGirlAssoc) March 2, 2020
Having an engaged online community is especially useful during a crisis because your audience is more likely to share your content and engage in conversations that help you address their needs.
A7: Your content marketing approach is SO valuable in times of crisis because you’ve hopefully developed a network to help disseminate such important messaging at a scale that matters and drives impact in a timely manner. #ContentChat
— 💙💞The Mermaid of SXSW💞💙 (@Renoe) March 2, 2020
Q8: What are some examples of fantastic content marketing from highly regulated industries that we can use for inspiration and to have productive internal conversations around what works and what’s possible?
Check out these examples of great content for highly regulated industries for inspiration on what you can do for your content.
I really like what @amfam is doing with their dream workbooks: https://t.co/7Q5G2zl5cO #contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
A2: Check out this awesome flu dashboard from @athenahealth: https://t.co/7Q5G2zl5cO#contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
A3: @abbvie is getting employees involved and doing something super fun with their Scientists Rock content marketing: https://t.co/vPRVebDYqj#contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
A5: @jnjnursing is doing an amazing job with supporting nurses: https://t.co/nLaWQoVppC There’s a lot of strong brands doing their best to add to the conversation in a positive way #contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
A8 This is a little different but @PHM_Moments‘ #HealthFront is a Marvelous example of content at scale surrounding the highly compliant environment of Pharma and healthcare. Atomizing the content and helping it last all year is SO important. #ContentChathttps://t.co/lOu43QCQyo
— 💙💞The Mermaid of SXSW💞💙 (@Renoe) March 2, 2020
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