Writing copy in highly regulated industries is much like writing copy in other industries. You need to understand the brand and its voice. You need to transmute data, interviews, and technical information into compelling writing that sells a product; raises brand awareness; etc. And you need to negotiate with various teams with different, and often competing, priorities.

Highly regulated industries have a unique team you need to consider: Regulatory. Also called things like Compliance, this team ensures that any official copy produced by the company won’t upset the industry’s regulatory body. This is different from, for example, avoiding libel or making a false marketing claim.

In some industries, you’re just not allowed to say certain things or say them in a certain way. For example, in the USA, medical manufacturers and distributors aren’t supposed to say that a product is “latex free.” Instead, they should say that the product is “manufactured without natural-rubber latex.” Why? Because you can’t guarantee that the product is latex free. If, for example, it’s manufactured in a factory that also makes latex products or is stored next to latex products, it’s possible, however unlikely, that a latex-free product could become contaminated with latex at any point between being manufactured and used with a patient. That contamination could result in serious complications during a surgery, which would be bad. 

It’s important for copywriters to have a close relationship with Regulatory.  A bad relationship can see them putting your projects at the bottom of their work pile and failing to inform you of relevant regulatory changes until after everyone else has signed off on work, resulting in rework. Additionally, a close relationship will help you understand the “why” behind their decisions. Understanding where they are coming from, and in turn them understanding where you’re coming from, will reduce friction during inevitable disagreements. This can cause more problems for you than with other departments because the only way to go over Regulatory’s head is to contact the regulatory body and have the law changed.

Your fundamental rapport-building techniques will serve you well here. When you have a question, get it answered over video chat; it’s easier to have a discussion than an email. Ask questions to understand their perspective better. Praise their expertise. Make a joke and ask them about their day; no one wants to talk about work all the time.

Regulatory often has the ultimate veto for copy. If you ignore them, the regulatory body for your industry could levy a fine against your company. And if that happens, someone is getting fired.

If you don’t want people getting fired, but you want your copy process to run smoothly, you need an experienced copywriter who knows how to work with Regulatory. I have over eight year’s experience writing copy in highly regulated industries and excel at reconciling marketing needs and regulatory requirements into elegant, effective copy. Email me at legrbwski@gmail.com and let’s see how I can help your business achieve its goals.