It’s the eternal battle.
Marketing vs. Legal.
1 team pushes for creativity and innovation, while the other… well, does something else.
But here’s the truth: Legal isn’t an obstacle to be jumped around.
In fact, making peace with legal is required. And anyone who’s worked in a regulatory-heavy field, knows how to navigate this dance effortlessly.
That’s why this week we had on Andrea Becker, Senior Director of Marketing at Wellspan Health.
Andrea brings OVER 18 YEARS of experience in healthcare marketing, 1 of the most heavily regulated industries out there.
If you find yourself constantly at odds with your legal team, then give this episode a listen.
Andrea shares invaluable insights on how to build a collaborative relationship with legal, navigate complex regulations, and still drive innovative marketing campaigns.
Let’s jump into what Andrea said in her own (slightly edited) words:
1️⃣. Trust is TOP.
Andrea’s Take:
“Trust is a huge piece. I can distrust let’s say a large big box store but I’m still going to go there if I need batteries. When it comes to healthcare, the gut is really driving a lot of how people make decisions.”
Takeaway: Trust isn’t a nice-to-have.
It’s the CORE DIFFERENTIATOR.
You can’t buy loyalty with gimmicks.
It’s earned through consistency, transparency, and care.
2️⃣. Know When to Reel People Back In.
Andrea’s Take:
“We have some really enthusiastic doctors who, honestly, could probably start their own marketing agency.
They’re all in and THEY LOVE IT.
But sometimes I have to reel them back in.I remind them that they need to operate under the umbrella of the brand since they work here.”
Takeaway:
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Internal advocates can be powerful storytellers, but enthusiasm needs direction.
When employees speak publicly, they’re not just representing themselves.
They’re ALSO representing the brand.
Give them room to shine, but make sure it’s under the right umbrella.
3️⃣. Be Paranoid With Your Data.
Andrea’s Take:
“Being paranoid isn’t necessarily a bad thing.
It helps keep you out of trouble.
I think the biggest challenge comes when you enter the digital space, especially with protected health information (PHI).
In the digital world, for example, I could track your journey, target you with a digital ad for headaches, and if you visit a health system’s website, I could see that you came to the site.
But at some point, I know too much about you, especially regarding a medical condition, and that’s when we run into problems.”
Takeaway:
In regulated industries, especially those dealing with sensitive data, caution is a strength, NOT a weakness.
While you still need that data, knowing TOO MUCH can cross legal or ethical lines.
Smart marketers operate with guardrails, not just growth goals.
4️⃣. Don’t Be Afraid To Be Different.
Andrea’s Take:
“Everybody says the same thing.
If you’re bored, just Google healthcare marketing and you’ll see most NICUs use phrases like ‘just in case,’ and emergency departments often say ‘when minutes matter.’”
Across the country, we all use the same language.
I think sometimes, even when you’re trying to differentiate from competitors, there’s a fear of not using these phrases.
The concern is that if we don’t say ‘minutes matter,’ people might think that they don’t matter to us.”
Takeaway:
The fear of saying the “WRONG thing” often leads everyone to say the SAME thing.
But playing it safe can make your message invisible.
The real risk isn’t standing out.
It’s blending in.
Differentiation is still possible within compliance boundaries, and it’s essential if you want to be remembered.
5️⃣. Don’t Be A Parrot.
Andrea’s Take:
“The ‘me-too’ marketing just doesn’t do anything. ‘
Oh my gosh, the competitor just put out an ad talking about how great they are at this, and now we feel like we have to put out our own ad!’ It ends up doing a disservice to both systems. It’s a waste of money, energy, and time.
I continue to try to educate people that marketing is about differentiation.
Just because they did it doesn’t mean we have to do it too.”
Takeaway:
Reactive marketing is a trap in regulated industries.
Just because a competitor launched a campaign or claimed a ranking doesn’t mean it’s the right move for you.
Without full visibility into their compliance process, messaging intent, or results, copying them is risky and often pointless.
Focus on strategic differentiation, not reactive parroting 🦜.
IN A MEME
