advertising + marketing for innovative brands
Tweeting Inside the Lines:
5 Social Marketing Solutions for Regulated Indust...
2
Legal/Regulatory and
Marketing commonly go
at it over social media in
regulated industries.
Healthcare, financial servic...
3
In regulated
industries, every
Tweet often needs
Corporate and Legal
approval.
Even in straight-ahead BtoB
markets, Twit...
4
All this conservatism
can suck the life out
of social media and
dull its original
intent—to promote
direct interaction.
...
5
3 PROBLEMS SOCIAL MEDIA CAN SOLVE IN REGULATED INDUSTRIES
It can improve your image in a market where leaders
often look...
6
So what are Five Social Marketing
Solutions for regulated industries?
You can demonstrate
that your brand has a
consistent and important
role to play in the
community—without
triggering an ext...
You can free doctors to
tweet and blog and let
information-hungry
patients connect by
condition area—without
violating HIP...
You can post thought-
provoking, educational
content that elevates your
brand and gets people
blogging about it.
3
Bank of...
You can do primary
research on your
customers’ aspirations
without requiring them to
sign non-disclosure or
privacy agreem...
Social media is a great
place to highlight and
test out cause-based
marketing—no 510K
approval required.
5
Medical device ...
12
Early adopters have advantage in
any market. Social media may be
mainstream for non-regulated
companies, but first move...
advertising + marketing for innovative brands
For more insights about social marketing
and other topics, follow @agencypja.
Upcoming SlideShare
Loading in …5
×

Tweeting Inside the Lines: 5 Social Marketing Solutions for Regulated Industries

1,874 views
1,650 views

Published on

Tweeting Inside the Lines
5 Social Marketing Solutions for Regulated Industries
By Hugh Kennedy, Partner, EVP Planning, Healthcare Practice Lead

The natural conservatism of marketing in regulated industries – healthcare, pharmaceuticals, and financial services – can suck the life out of social media and dull its original intent—to promote direct interaction. But it doesn’t have to be that way. Social media in regulated industries can solve three unique problems. And some brands have caught on. They see that an early mover advantage is still out there for regulated industries, and they are creating thought-provoking content that elevates their brands but doesn’t land them on the wrong side of regulations.

Find out how to join the social media party in a regulated industry from PJA Advertising + Marketing, named a 2013 top midsize agency by B2B Magazine.

…and be sure to follow us on Facebook and Twitter.

Published in: Social Media
2 Comments
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total views
1,874
On SlideShare
0
From Embeds
0
Number of Embeds
420
Actions
Shares
0
Downloads
5
Comments
2
Likes
0
Embeds 0
No embeds

No notes for slide
  • What workedWhat didn’t  Hopes for the year ahead
  • Tweeting Inside the Lines: 5 Social Marketing Solutions for Regulated Industries

    1. 1. advertising + marketing for innovative brands Tweeting Inside the Lines: 5 Social Marketing Solutions for Regulated Industries
    2. 2. 2 Legal/Regulatory and Marketing commonly go at it over social media in regulated industries. Healthcare, financial services and pharma continue to be the last holdouts.
    3. 3. 3 In regulated industries, every Tweet often needs Corporate and Legal approval. Even in straight-ahead BtoB markets, Twitter sites can keep banker’s hours.
    4. 4. 4 All this conservatism can suck the life out of social media and dull its original intent—to promote direct interaction. But the walls are starting to come down even in regulated industries.
    5. 5. 5 3 PROBLEMS SOCIAL MEDIA CAN SOLVE IN REGULATED INDUSTRIES It can improve your image in a market where leaders often look like the bad guys, even if they create and distribute life-saving therapies It can keep lines of communication open when there is a shortage of new product introductions—often a chronic problem in pharma and biotech markets It can demonstrate transparency, an essential quality for any brand’s success today—but one that regulated companies never instinctively offer 1 2 3
    6. 6. 6 So what are Five Social Marketing Solutions for regulated industries?
    7. 7. You can demonstrate that your brand has a consistent and important role to play in the community—without triggering an extensive legal review. 1 Although Amex works in a highly regulated industry, it has had a field day with Small Business Saturday, a social media-driven effort that generated $5.7 billion for independent merchants on one Saturday in 2013. Source: https://www.americanexpress.com/us/small- business/shop-small/
    8. 8. You can free doctors to tweet and blog and let information-hungry patients connect by condition area—without violating HIPAA laws. 2 Mayo Clinic has generated more than 500,000 likes by acting as a social media connector, despite the prevalence of privacy laws in U.S. healthcare. Source: http://www.facebook.com/mayoclinic
    9. 9. You can post thought- provoking, educational content that elevates your brand and gets people blogging about it. 3 Bank of America recently partnered with Khan Academy to provide educational online content that didn’t require paragraphs of financial investment disclaimers. Source: http://www.bettermoneyhabits.com/
    10. 10. You can do primary research on your customers’ aspirations without requiring them to sign non-disclosure or privacy agreements— and use it to improve their experience. 4 By inviting women with breast cancer to share their stories online and complete surveys, Novartis Oncology can mine insights about the treatment regimens and information needs of its patients. Source: http://www.pinterest.com/countus/
    11. 11. Social media is a great place to highlight and test out cause-based marketing—no 510K approval required. 5 Medical device maker Boston Scientific used social media to spread the word about the global diabetes epidemic and promote their support of its foundation. Source: https://www.youtube.com/watch?v=rXEwfUK6a1Q
    12. 12. 12 Early adopters have advantage in any market. Social media may be mainstream for non-regulated companies, but first mover advantage is still available across regulated industries. Don’t let regulations keep you from the party!
    13. 13. advertising + marketing for innovative brands For more insights about social marketing and other topics, follow @agencypja.

    ×