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MARKETING STRATEGY

A four-step guide for marketers operating in regulated industries

By our News Team | 2021

Tough laws and long approval processes shouldn’t be a barrier to effective marketing strategies in highly regulated environments.

Marketing professionals have always been creative problem solvers – and these skills need to be ramped up when operating in regulated industries such as pharmaceuticals, healthcare, finance and insurance, says Desirée Gullan, Co-founder and Executive Creative Director of marketing agency G&G Digital. 

Stringent laws and regulations, not to mention lengthy approval processes, can seem like too many obstacles in the way of highly effective creative communication campaigns, notes Gullan.

But she emphasises that marketing in regulated industries shouldn’t feel stifled by rules and processes. It’s an opportunity to flex your creative problem-solving skills in a smart and disciplined manner.

Marketing strategy

Image by Gino Crescoli from Pixabay

Here are her four steps to reaching audiences in regulated industries:

  1. Plan ahead

Due to long approval processes and other due diligence matters, ad hoc campaigns may not be possible. Smart, long-term planning that doesn’t feel forced, dated or irrelevant can get excellent results and help you save money by avoiding costly mistakes and oversights.

  1. Pull in the same direction

Your team needs to be aware of what’s at risk with the smallest error or oversight. It’s also important to work in the same direction. Invest in training and take the time to educate and oversee the process.

This will prevent issues all the way through the process, from planning to campaign execution. Remember, the weakest link can cause the most damage.

  1. Build trust and authority

In regulated industries you don’t have the luxury of making big claims, even if you have the data to back it up. Focus on building trust and authority, which allows you to reach your audience organically and push them further down the sales funnel.

Key opinion leaders can assist in this process by bolstering carefully curated ideas. Use thought leaders in your industry to build trust.

  1. Tell authentic stories

Innovative and relevant storytelling can set your brand apart from others, as well as give you the opportunity to really explode in reach, relevancy and engagement. Consumers tend to veer toward brands that have a story they can resonate with – especially in highly regulated industries.

Craft every detail, from the way you tell a story to the amount of planning you put in. It all comes together in the long term. With the right approach, discipline and experience, you can find success despite the circumstances. 

Now’s the time to reshape your strategy and pursue opportunities for growth, Gullan says.


Source: G&G Digital marketing agency

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Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.