Podcast: Creativity and Code Compliance

00:00:00:08 – 00:00:25:15
Matthew:
Hi there. I’m Matthew Dickinson, the Managing Director of Dice Medical Communications, and today I’m chatting with Rob all about creativity in a regulated space, i.e. ABPI updates as they go. How do you remain creative in an industry where there is kind of quite heavy regulation?
Rob: Quite rightly. Thanks, Matthew. My name’s Rob Wilson and I’m Creative Director here at Dice.

00:00:25:17 – 00:00:51:21
Matthew: Rob, both you and I have worked outside of healthcare in the creative world, and now we’re in the pharma/medical agency space. My question to you is, how do you find working in this regulated environment, particularly in Europe? How do you remain creative?

00:00:51:23 – 00:02:12:11
Rob: That’s a great question. Initially, I thought, “Oh my God, all these regulations prevent creativity. But once I embraced them, I realised they’re there for a reason—the code and ABPI are essential for patient safety. It reminded me of working in the automotive industry, which also had strict rules like fine print. The key is to respect and embrace these regulations as part of the process.
Rob: Once you accept the regulations, it becomes easier to be creative.
Matthew: Guidance and barriers, like the “playpen” you’re in, actually help creativity. For example, the ABPI update this year shows evolution, which is great.

00:02:12:11 – 00:03:09:24
Matthew: I don’t see updates as a big deal—they reflect progress and adaptation to the modern world and digital transformation. If you can’t be creative within clear rules, this isn’t the right industry. Creativity within frameworks includes beautiful layouts, clear messaging, and relevant content. These rules enhance the premium on the quality we deliver.

00:03:09:24 – 00:04:05:17
Matthew: I think this is an incredible industry to work in because it’s rooted in data and science. You can’t make exaggerated claims, and that’s a good thing—it ensures accuracy and trust. For example, ABPI updates don’t faze me; you adapt and move forward. While staying creative isn’t always easy, it’s not a major challenge for us because we’re used to it. If you can’t work within these rules, you won’t succeed.

00:04:05:17 – 00:04:27:03
Matthew: For junior talent or those new to the industry, how would you brief them on the regulatory framework? How would you encourage them to stay creative while working within these guidelines?

00:04:27:05 – 00:05:10:07
Rob: I always explain to new talent that regulations are for patient safety. Once they understand that, it’s easier for them to embrace boundaries. Knowing the guidelines upfront is key—starting without them leads to frustrations when creativity has to be pulled back later. Education is critical to avoid this.

00:05:10:07 – 00:06:11:17
Mattew: It’s about finding a balance—pushing creative boundaries without violating regulations. There are always compliant ways to express ideas. Global work adds another

00:06:11:19 – 00:06:40:17
Rob: I stress-test ideas using the strictest regulations, often the UK code. If ideas pass that, they’re usually compliant everywhere.

00:06:40:19 – 00:07:45:07
Matthew: One key point is the implied trust in our industry—clinicians should trust pharma. The ABPI code in the UK, and similar frameworks globally, ensures honesty and transparency. You can’t falsify information; you must present facts, fostering trust. Discussions may arise about differing viewpoints, but operating under the same framework allows us to confidently put creative work into the market, knowing it’s coming from a good place. This trust-building aspect is often underrated.

00:07:45:07 – 00:09:16:59
Matthew: ABPI updates enhance trust among clinicians and stakeholders.
Rob: Since the ABPI is self-regulated, it’s up to all stakeholders, including us, to respect and follow it.
Matthew: Clear guidelines, whether legal or ABPI compliance, are better for creativity. Knowing the mandatory requirements upfront allows ideas to flourish.Clients shouldn’t worry about mandatory elements—they’re part of the process. Build them into the plan from the start, and then focus on delivering the best work.
Rob: Embrace the fundamentals and get excited about the creative part.

00:09:17:00:20 – 00:00:11:41:03
Matthew: It’s like putting on a seatbelt in a car—necessary and not worth complaining about. If you’re a car enthusiast, you wouldn’t complain about putting on a seatbelt in a race car—you just do it because you know it’s necessary. Similarly, in our work, creativity comes from a solid foundation of meeting mandatory requirements first.
Matthew: Clinicians focus on the message once all mandatory elements are met. If the work is poorly considered or non-compliant, it causes problems. Always tick every box first, then creativity can shine, building a relationship of trust and partnership with the customer.
Rob: Creativity is key. As a team, we aim to impress clients with ideas they hadn’t thought of, even within a narrow space to work.
Matthew: It’s important to integrate mandatory requirements upfront, not retrofit them later, as it can undermine the idea.
Rob: It’s far easier to address these at the start, rather than squeezing them in later and risking the creative concept.

00:11:41:03 – 00:13:02:13
Matthew: In healthcare, tone of voice is crucial. Humour is rarely used because we’re mostly dealing with serious, life-threatening therapies. Trust comes from clients knowing we understand the healthcare sector and the appropriate tone.
Rob: Absolutely. Tone of voice is vital, especially when developing global brands. We create brand books with guidelines and examples to ensure consistency across all campaign materials and sales aids. It’s essential to respect the brand’s tone of voice when working on global campaigns, ensuring consistency across markets. If an agency picks up a global brand, it’s vital to fully understand the brand book to maintain brand identity and avoid any inappropriate messaging.

00:13:03:01 – 00:15:13:16
Matthew: Brand managers should think about how materials relate to each other across the customer journey. Often, we focus on one project and forget the broader impact in an omnichannel environment. It’s important to consider the entire customer experience when making changes or tweaks. In the regulatory space, embrace safety data by presenting it proactively alongside efficacy data rather than hiding it in separate sections.
Rob: It’s important to think holistically about the customer journey, ensuring safety information, indication, and prescribing details are easily accessible. It’s crucial to keep relevant information easily accessible without distracting from the key messages. Creativity comes into play when we can maintain a smooth user journey while ensuring all necessary information is available.

00:15:13:21 – 00:17:02:00
Matthew: If all mandatory elements are well integrated and the user experience is smooth, it allows for more creativity in delivering the core message. Start by ensuring compliance is covered, and then focus on presenting the content effectively without compromising aesthetics.
Rob: Laying down the fundamentals first creates a solid base, allowing for more creative freedom. Understanding the space you have to work with, from the start, makes the process more enjoyable and effective.
Matthew: It’s similar to how we approach ad setups in a pitch—always considering mandatory elements early on, because they’ll be part of the final product, even if they seem restrictive. Don’t wait until later to add legal requirements—include them upfront because they’re necessary from the start. It helps streamline the process and gives clients clarity early on.

00:17:02:00 – 00:17:39:16
Matthew: This approach lets you move into the real discussions, like messaging, after confirming all compliance needs are addressed. When reviewing work with a medic, covering all the required points early on makes the meeting more productive.
Matthew: It’s better to have everything covered upfront.
Rob: It’s more efficient and allows you to focus on refining ideas without distractions.

00:17:39:16 – 00:17:47:10
Matthew: Thanks, Rob, this has been a very interesting conversation. It’s always valuable to reflect on creativity within the context of our industry.
00:17:47:10 – 00:17:49:16
Rob: Thank you, Matthew.