Keeping a strong brand identity in the regulated health industry

Anyone who has been marketing in healthcare, medical or allied health services, or health or pharmaceutical products for more than five minutes knows that you have your work cut out for you. You really should be paid danger money for the tightrope walk you’re constantly performing.

How do you craft a compelling brand identity - laying the foundation for enduring trust and credibility with your brand’s community - while keeping your compliance people off your back and ensuring you stick to the right side of all the regulations? 

Because building trust usually means being as real and as open as possible. And being compliant means covering your arse.

The entire process of marketing in the health arena requires us to maintain a delicate balance between compliance and creativity. We need to create messaging that feels genuine while adhering to stringent regulations.

Don’t get me wrong: I’m a big fan of compliance, and the checks and balances that are in place that keep the industry (mostly) above reproach. It’s just that it presents a unique challenge to the straight talkers among us. 

But rather than thinking of compliance as an obstacle we have to overcome, I like to think of our content marketing as the lighthouse that guides our community through the maze of decisions and choices they’re presented with. If it’s bright and compelling enough, it will bring them in to shore. 

Understanding regulatory constraints

If you’re working in health marketing, you’re operating within a highly regulated environment. The Australian Government is all over protecting consumers from misleading health information, and there usually isn’t much wiggle room.

One Stellar Content client recently compared their past marketing efforts in the medical services field to “trying to swim in a straightjacket”.

But these regulations are in place because it’s important to safeguard consumer welfare and ensure that any health-related information we share is watertight. 

We have to be across guidelines from regulatory bodies such as the Therapeutic Goods Administration (TGA), the Australian Health Practitioner Regulation Agency (AHPRA) and of course, Australian Consumer Law, which impose some pretty stringent restrictions on the claims we can make, the endorsements we can solicit, and the marketing tactics we can employ. 

We have to be careful with claims about the efficacy of healthcare products or treatments, for example - which is tough because that’s the whole point of them. And we also have to be careful with endorsements from healthcare professionals. 

We have to walk that tightrope carefully, ensuring that our communications are accurate, evidence-based, and compliant with regulatory standards - while also being fresh and catchy so they cut through the marketing noise and make a real impact. 

It’s as easy and as complex as that. 

Defining your brand identity

One thing that is often overlooked - especially by big brands - is making sure that you have a well-defined brand identity. It sounds obvious, but your brand can evolve over time, and become diluted or confused in the consumer arena - leaving your existing customers and those you’re trying to reach with an unclear idea of who you really are or what on earth you stand for.

 This is why that lighthouse we were talking about earlier is so important. If you haven’t done it in a while, it can be worth your time to hold a brand identity workshop, where you clearly articulate your raison d'être, as well as your organisational ethos, brand values, and content pillars. 

Even if you already know what they are, does your entire marketing team know? Does your SEO agency? And your advertising team? What about your sales department? 

If this isn’t clear to everyone, you’re not going to get clear and compelling messaging that sums up your brand and speaks to the needs and aspirations of your audience.

Tackling those compliance challenges

Staying on the right side of compliance does not need to come at the expense of your brand integrity or your marketing efficacy. Here are some strategies to help you navigate compliance challenges while safeguarding the essence of your brand:

1. Keep your focus on people, not products. 

Bring your messaging back to the people in your community: what are their pain points, what are their needs. Spend some time creating well-crafted and clear user personas and speak only to those people and their needs. It’s a common mistake to keep focus on your product - your product is awesome, of course - but people are egocentric. They want to know how this awesome product will improve their lives. 

2. Sharpen your unique selling proposition (USP).

What makes your product or service unique, and how does this tie in with your user persona’s pain points, goals and aspirations? How can you offer the solution they need?  Get laser focused on this and then focus a little bit more. The sharper you can get on your USP, the easier it will be to craft your messages. 

3. Play the ‘so what?’ game.

Think about benefit of your product or service to your user personas. Then ask: ‘so what?’ This allows you to drill even deeper into their needs and desires. 

• Your vitamin will give them more energy - so what? 

• They’ll stop feeling tired all the time - so what? 

• They’ll be able to play with their kids and perform better at work - so what? 

• Their relationships and career could improve - so what?

There’s no end to this game, because as humans we are bottomless wells of need. But digging down a few levels can get your closer to those triggers that will incite us to take action.  

Of course, you’re beholden to compliance issues here, so you can’t say that taking your vitamin will stop someone’s wife from leaving them (we also know it’s’ not true). But follow the ‘so whats’ and see if you can get to the core of what makes your community tick - and this can help you decide what sort of messaging, images, and campaigns are most likely to reach them where they are.

4. Speak human.

Your product may have all manner of cool ingredients or benefits but what good is that if nobody is reading your message? Speak to people like you’re a person, and you’re already ahead of many marketing campaigns. Back up your claims with the technical stuff if you like - sometimes it’s helpful - but people respond best to people who show that they get them. 

5. Be transparent and compliant.

Prioritise compliance with any regulatory standards that apply to your industry, and ensure that’s incorporated into everything your marketing team does - from brand identity down to all-staff emails. Commit to never making claims that could be seen as misleading or close to the line, and always back up claims with data, so your integrity is never in doubt.

6. Make them feel something.

Invoke an emotion - make people laugh, cry or feel inspired - and they won’t forget you in a hurry. 

7. Be a thought leader.

Is your industry complex and difficult to navigate - either for others in the field, or for the public? Be the one to show them the way. This builds brand trust and fosters loyalty and long-term relationships, while building your brand profile as a trusted expert. 

Want help with compliant but compelling content marketing? We can help!

Get in touch at admin@stellarcontent.com or book a 20-minute introductory chat via the button below.