Common myths about creative content in healthcare communication... and why it matters.

Introduction

Have you found yourself questioning whether your content is compliant and creative? 

Did you know that 60% of healthcare marketers cite regulatory compliance as their biggest hurdle in creating content and campaigns [REF]?

Poor communication in healthcare can have significant financial implications. In the UK, it's estimated that poor communication could cost the National Health Service (NHS) up to a billion pounds per year [REF].

Healthcare organisations face the challenge of standing out in a crowded market while adhering to stringent regulations. But when content marketing is done right conversion rates become six times higher [REF]. 

57% of physicians have altered their perception of a drug or treatment based on information from social platforms [REF]. Physicians also value reps who use clinical studies and evidence-based medicine in their conversations [REF]. These points alone illustrate how the digital age can be influential in building trust and credibility with healthcare professionals. 

So, where is the fork in the road? 

Is Compliant and Creative Content Crucial?

Navigating the regulatory environment in medical marketing is critical. 

Compliance with guidelines from bodies like the FDA and EMA ensures your content is legally sound and trustworthy. Non-compliance can lead to legal issues and damage your reputation. Maintaining the highest standards to protect your brand and build trust with your audience is essential. 

But beyond compliance, creative content is crucial for capturing attention, engaging audiences, and improving patient outcomes. 

How Can You Face the Challenges 

Post-COVID restrictions have significantly reduced access to clinicians, making it essential to adopt new methods like video calls and online selling. 

In an attention economy, clinicians are overwhelmed with information, so your content must be relevant and engaging to stand out. Compliance teams can often seem like obstacles, but engaging them early in the process can turn them into allies, ensuring your content is both compliant and creative. The shift from in-person to digital interactions requires adapting your strategies to maintain effectiveness.

So why aren’t people using their creativity to make compliant content impactful?

How can you achieve the best of both worlds?

Let's break this down.  

To understand compliance, you need to familiarise yourself with key regulations from bodies like the FDA and EMA. Establish compliance checkpoints to ensure your content meets these standards, and learn from case studies of compliant content to see how others have successfully navigated these challenges.

Developing a creative strategy involves identifying your target audience's needs and preferences. Craft clear, engaging messages that resonate with them while adhering to compliance requirements. Use visuals and interactive content to enhance engagement and make your messages more compelling.

Implementing the strategy starts with documenting product claims and backing them with references in a claims matrix. Organise these claims into a messaging hierarchy, grouping them by themes and importance. Develop educational, digital, and promotional content that is both engaging and compliant.

Research and insights are crucial. Utilise feedback from your salesforce and conduct market research to understand your customers' challenges. Use SIPS analysis (challenges, issues, problems, solutions) to identify and address actual customer problems in your content.

Creating Compliant Content: Where to Start?

Creating effective marketing communications is like performing surgery. Each step must be followed carefully to avoid complications. Our methodology involves a clear, sequential process to ensure success, like following a surgical guide to achieve the desired outcomes.

Claims Matrix and Message Development 

Start with understanding what claims can be made about your product. Document these claims and back them with references in a claims matrix. Translate these claims into customer-facing messages that are clear and aligned with your audience's needs. 

Content Creation

Develop content that is both engaging and compliant, using visuals, interactive elements, and compelling narratives to capture attention. 

Stakeholder Messaging

Tailor your messages for different stakeholders within the healthcare system, understanding their key drivers and adapting your content accordingly.

Research and Insights

Leverage feedback from your salesforce and conduct market research to align your messaging with customer challenges. Identify actual customer problems and address them in your content. Use SIPS analysis to relate your solutions to your customers' challenges clearly.

At AGENCY, we are here to help you navigate these challenges and create content that makes a real impact.

Download our guide to content creation. 

Comprehension, Methodology & Knowledge = AGENCY 

These may be three simple words, but they are our pledge to you about how working with us will be. We’ll give you agency over your healthcare marketing.

Let's help you get growth, with compliant creativity.