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Technology startups are beginning to focus on traditional, regulated industries that until now haven’t seen many startup entrants. But taking on archaic, multi-billion-dollar industries isn’t easy. Startups face a variety of issues, from thorny regulations to apathetic customers demoralized by poor experiences, and competition from name-brand, established competitors. Building a new company in a regulated industry is a daunting task, but it holds the potential to transform an industry and dramatically improve the status quo.
by Glenn Engler
Social media presents countless opportunities to engage target audiences. But many marketers in regulated industries are missing out because they constantly hear “we’re not allowed to” when it comes to social marketing. Previous bad experiences with regulatory agencies paralyze companies once known for their marketing prowess. In the meantime, customers continue to actively search for information online, share their brand experiences and sometimes get scooped up by competitors that have figured out how to engage while still remaining compliant. This session will discuss how brands in regulated industries like pharma, healthcare, food/beverage and financial services can successfully use social marketing to connect with and activate key constituents. Learn how organizations can effectively work with their legal and regulatory teams, create value-added content to engage current and prospective customers, build brand equity, drive sales and loyalty, and gain competitive advantage.
9th–13th March 2012