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- PMLiVE

Regional campaigns: Improving local uptake while staying on-message

November 2, 2015 | Brand Strategy, Strategic planning, campaign strategy 

Senior Account Manager Dolan Desai talks us through the five core considerations that will allow you to maximise your campaign’s impact across a region through coherent execution.

At Blue Latitude Health, our strategic planning, customer experience, and creative services teams work together to ensure that our clients’ campaigns launch without a hitch. We work across many different therapy areas, helping brands to position, launch, and support their campaigns at global, regional, and local levels.

Localising global and regional campaigns is a challenge all global organisations face. However, for healthcare brands, it can be even more challenging because local regulations and healthcare systems can be so wildly variable and complicated. A lot of work goes into a regional marketing strategy, but without coherent execution at the local level, the campaign loses impact.

1.  First and foremost, pin down your messaging

Before worrying about country-level assets, you must be crystal clear on what you want those assets to say. Not taking the time to establish and support the regional messaging before rolling out locally can lead to unfocussed and disjointed local activity.

Once your messaging is clear, meaning you know what you want to say, and to whom, then you’re ready to move on to the next step: the messaging framework.

Download the full article and the messaging framework templates in PDF

- PMLiVE

This content was provided by Blue Latitude Health