Imagine a “Bureau of Emoticon Oversight and Emoji Enforcement” (B.E.O.E.) established to enforce a new Emoji Communication and Expression Code. With vague definitions and legal jargon, it states what constitutes “acceptable” usage and emoji guidelines. If your company uses emoticons as a significant part of branding, packaging, and marketing efforts, this will impact your content creation and marketing.
This fictional example is common in highly regulated industries like healthcare and finance. The complexities of navigating content creation and compliance are challenging. How do you maintain high-quality, engaging content in a constantly evolving regulatory environment?
Consider these essential aspects.
- Regulatory knowledge. Organizations need a deep understanding of regulatory agencies and constant monitoring of relevant regulations (e.g., HIPAA, FDA, FTC, Food, Drug and Cosmetic Act, SEC, FINRA).
- Risk assessment and mitigation. The ability to identify potential non-compliance with regular risk assessments and mitigation strategies.
- Content development and review. Establish multi-layered content review processes involving legal and industry compliance experts.
- Data privacy and security. Maintain data privacy, protection, and security for sensitive, private data and adherence to data privacy regulations.
Strategies and Best Practices
Managing content quality and compliance is a challenge. It’s not easy finding a balance between the different teams of creatives, content managers, marketing, legal, and regulatory compliance staffers. Here are some strategies and best practices to get started.
First, companies should focus on collaboration and communication. Establishing a good relationship with legal and compliance teams can start by proactively integrating them at the beginning of the content creation process. Cross-functional teams should communicate to gain an informed perspective of each team’s role.
Developing clear guidelines and processes gives creative and compliance teams guardrails to keep things moving forward. These include Content Style Guides providing details on language, tone, and visuals, which should also incorporate regulatory requirements and best practices. Establish clear and efficient content review processes that define roles and responsibilities and describe the various review levels, including legal, medical, privacy, usage rights, and compliance checks. Implement streamlined and tested Content Approval Workflows using project management or review and approval applications that set workflows, track progress, and flag process bottlenecks and content requiring attention and remediation.
Shift focus from product promotion to educational and informative content to address the audience’s needs and concerns. Prioritizing expertise and thought leadership demonstrates the team’s knowledge and insight; customer stories and testimonials address their concerns and outcomes.
Leverage technology and automation such as DAM, CMS, and Digital Experience Platforms with integrated compliance features such as keyword checking, advanced taxonomy and categorization, legal disclosures, usage, and rights management. Sophisticated AI and Machine Learning tools can assist with content review, compliance and Personal Identifiable Information (PII) issues, and personalization for targeted marketing.
To sustain your operation, you must continuously monitor and adapt to stay informed of evolving regulations and industry trends. Track and measure content marketing metrics (web traffic, engagement rates, etc.) and KPIs for process flows. Review and refresh content regularly to keep it accurate, relevant, and compliant.
Fostering a culture of compliance appreciation is a key best practice for navigating the operational complexities of highly regulated industries. Providing teams with ongoing training and education on relevant regulations and compliance requirements and why they matter is crucial. Keep channels open for communication and collaboration between marketing and compliance teams to address concerns and ensure alignment quickly.
In closing, industry regulation is essential to help protect customers and consumers. Without proper oversight from overly aggressive marketing practices, as well as bad actors with intentional misrepresentation, deceptive, and misleading practices, institutions will take advantage of the public. Companies with non-compliance issues may have to deal with costly regulatory actions, legal consequences, a damaged reputation, and substantial financial penalties.
Regulatory compliance safeguards the trust of consumers and patients. By understanding regulatory compliance risks and maintaining strategies and best practices, companies strengthen their brand integrity and build stronger, longer-lasting customer relationships.
At Risetime, we can help implement these strategies by providing services and solutions to navigate the complexities of regulated industries while creating high-quality, engaging, and compliant content.
