Approved! How to Get Bold Marketing Ideas Through MLR
Take a second and pretend you've got an awesome marketing idea cooking, one that's going to really click with people and get results. But then comes the part that can feel like a roadblock: getting it okayed by Medical, Legal, and Regulatory (MLR) teams. It can feel like your bright idea is about to get shut down, right?
But guess what? Getting those big, creative ideas “Approved!” through MLR doesn't have to be an obstacle. Approval can totally happen, and it's all about having the right plan. Here at Let There Be, we've spent years making healthcare videos that get results and get approved.
Let There Be’s Three-Step Approach to MLR Success
Think of this as your easy guide to hearing "Approved!" more often:
1. Learn the Basics
2. Build Trust
3. Improvise
Let's break down each of these steps and give you some simple ways to make them work for you.
Step 1: Learn the Basics
You wouldn't try something big without knowing the basics first, right? Same goes for bold marketing ideas – they need to be built on a solid understanding of the rules.
Know Your Claims: This isn't just about checking a box; it's about really knowing what you can and can't say about your product. Are you dealing with over-the-counter stuff, supplements, or medical devices? The rules, and therefore what you can claim, are different for each. For example:
OTC products can say they relieve or fix specific problems. Think simple, clear benefits.
Supplements can only talk about how they support normal body stuff. Think about how they help you stay healthy.
Medical devices can talk about helping with, fixing, or keeping track of medical issues. Think about their direct health impact.
Understand Your Evidence: What you say in your marketing needs to be backed up by solid evidence. This "evidence" is what makes your claims believable and includes:
Lists of approved claims
What it says on the product itself, i.e., your packaging.
Good research studies
What people think about the product
Official info from the FDA
Most importantly: Make sure both your creative team and the MLR team know where to find this evidence and use the same words when talking about it. This makes things clear and speeds things up.
Questions to ask yourself:
1. Do you really know what you're allowed to say about your product? If not, check out our Claims Framework here (link Framework to download)
2. Is your proof easy to find and understand?
Step 2: Build Trust
Think of your MLR team as important partners, not just people who say "no." When they trust you, things go much smoother.
Talk Early and Often: Don't wait until your amazing idea is all done to show it to MLR. Get them involved from the start!
Give them a heads-up about what you're working on and when.
Clearly explain why your idea is important – what problem are you solving for people? What good will it do?
Ask for their thoughts early on. This makes them feel like part of the team, not just the judges at the end.
Show Them the Proof: When you finally show them your idea, make sure you have plenty of good proof to back it up. Sometimes, the proof section might even be longer than the actual marketing stuff! This shows you've done your homework and have good reasons for what you're saying.
Have Backup Plans: Sometimes, your first big idea might get a "not quite." Be ready with other good options. Having different ways to say things or different angles to try shows you're flexible and really want to find a way to get it approved.
Questions to ask yourself:
1. Are you talking to MLR early in your projects?
2. Does your proof clearly support everything you're claiming?
3. For each big idea, do you have a couple of other ways you could go?
Step 3: Improvise
This is where you can really get creative, even with the rules in place. There's often more room to play than you think.
Look for New Ideas in Old Data: Don't just look at your list of approved claims. Dig into the research and info you already have. Are there interesting things you've found that haven't been used in marketing yet?
Use Outside Experts: Good information from trusted sources can really help your case with MLR. Groups like the FDA, CDC, and NIH are often seen as very reliable. Research from good universities can also add strong support to what you want to say.
Questions to ask yourself:
1. Have you really looked at all the possibilities in the information you already have?
2. Are there trusted outside sources that could help back up your marketing ideas?
Example: We used this very method to create three new claims for Nexium 24HR, which then became the basis of an online marketing campaign.
32% of frequent heartburn sufferers are taking H2s instead of PPIs.
77% of H2 users would consider switching to something better.
H2s and Antacids CAN’T treat frequent heartburn.
Putting It All Together: Your Simple Path to Bold, Approved Marketing
Getting your big healthcare marketing ideas approved doesn't have to be a struggle. By following these three simple steps, you can turn the process into a helpful partnership:
1. Learn the Basics: Really understand the rules and the importance of good proof.
2. Build Trust: Talk openly, show your work, and be ready to find solutions.
3. Improvise: Get creative by looking at your information in new ways and using trusted outside sources.
Remember, the goal is to work with MLR, not against them. When you do that well, you'll be able to tell your brand's most exciting and effective stories, helping you grow while also doing what's right for consumers and following the rules. Now, go out there and let your best ideas shine!