(And without boring anyone in the process)
If you work in pharma, this phrase will sound familiar:
“That can’t be done… for compliance.”
And yes: the regulated environment is real.
But the lack of creativity, strategy, or initiative—that is optional.
Because you can communicate digitally from the pharmaceutical industry without getting into legal trouble… and without losing the brand’s soul.
The key is to understand the rules, play by them, and create content that connects, not just outlives itself.
Here I share the keys to activating your brand digitally while complying with regulations… and generating real interest.
Know the regulations well (and not just fear them)
The first barrier isn’t legal: it’s mental.
Many teams don’t do anything because “it’s better not to risk it.”
But if you understand what you can and can’t do, you can do much more than you think.
Tip:
Rely on an agency that works closely with your legal or regulatory department.
Compliance isn’t the enemy. It’s the guardrail.
Difference between brand, product and promotion
You can’t talk about direct prescriptions.
But you can communicate brand values, scientific commitment, teamwork, and social responsibility.
A brand isn’t built just by talking about a product.
Tip:
Work on digital pharmaceutical branding beyond just commercial messages.
Segment your content by audience (and channel)
Segment your content. Content for healthcare professionals is not publicly available.
But you can create closed routes, private environments, and content accessible after registration.
Digital segmentation also provides legal protection. Content based on audience (and channel)
Tip:
Activate closed platforms, specific newsletters, and targeted campaigns by specialty or role type.
Build campaigns with narratives, not slogans
If you can’t make claims… tell stories.
A good brand narrative can be just as persuasive as a medical claim, and it complies with regulations.
Tip:
Storytelling, anonymous clinical cases, shared values with professionals: there are many ways to make an impact without direct promotion.
Use formats that convey more, saying less
Short videos, podcasts, motion graphics, micro-infographics:
a good format conveys the message without saying the wrong thing.
How you tell things can be just as powerful as what you tell.
Tip:
Create content that inspires, inspires, and empowers. Visuals also communicate.
Lean on KOHLs and professionals to amplify your message
Content originating from the medical community has greater legitimacy, greater impact, and greater likelihood of fulfillment.
Tip:
Create content co-created with doctors, pharmacists, or industry experts.
And let them be the ones to tell it, validate it, and share it.
Invest in internal training and external strategic partners
Part of the fear comes from not knowing.
Your team must be trained in digital regulation, and your external partner must know how to play by the rules.
Tip:
Hold internal workshops and work with an agency specializing in health, digital, and compliance.
One that offers ideas, not excuses.
Create review processes that don’t slow down… but that filter
A campaign blocked for three weeks due to legal issues = a lost opportunity.
Ideally, you should have a streamlined workflow, agreed upon and tested by marketing, medical, regulatory, and the agency.
Tip:
Create validated templates, checklists, and approved baseline messages.
Agility can also be designed.
Yes, you can do digital marketing in pharma without breaking the rules.
What you can’t do is continue communicating like it was in 2008.
