Regional campaigns: Improving local uptake while staying on-message
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.
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