Creating a campaign is only part of the challenge in regulated-sector marketing.
Getting it approved and into market can be just as difficult.
A campaign may begin with a clear commercial objective and a strong creative idea, then pass through:
By the time everyone has commented, the campaign can look very different from where it started. In some cases, it may never launch at all.
For marketers working in healthcare, finance, property, insurance, legal services and other high-trust industries, this can feel like unnecessary bureaucracy.
But governance exists for an important reason.
A misleading financial promotion can cause customer harm and attract regulatory scrutiny.
An inaccessible healthcare journey can prevent somebody accessing vital information.
An unclear or unsupported claim can create risks for both the customer and your organisation.
The challenge is to answer this question:
In this module, you’ll explore:
You’ll also map an approval process from your own organisation and identify how it could be improved.
By the end of this module, you will be able to:
