Regulated markets · Finance & health

Marketing for markets where every word is a liability.

Banks, fintechs, medical practices, medical devices. Here the loudest campaign does not win. The one that survives the regulator, the competitor’s lawyer and the customer at the same time does. That is what I do.

Request a call See industries

FocusInvestment firmsBanksFintechPhysicians & practicesMedical devices

01The problem

Why good marketing usually fails here.

Not for lack of ideas. Because of the gap between two departments that do not speak the same language.

The agency does not know the rules.

It delivers a campaign that would work in any other sector. Here it goes into legal review and comes back in pieces. Three weeks gone, budget spent, nothing published.

Legal does not know the marketing.

So when in doubt it strikes every concrete claim. What remains is copy nobody can object to — and nobody finishes reading. Compliant and ineffective is not a result.

So in the end nothing gets said.

That is the most expensive state of all. You are not advertising badly, you are not advertising. And the competitor who learned to speak clearly inside the limits takes the market.

02Industries

Four fields. One thing in common.

In each of these markets someone else co-writes what you are allowed to say. Know those limits and you can use them fully — instead of avoiding them.

Investment firms & banks

Return figures, risk warnings, past performance, target market. Any one of those four can sink an ad. I build messages that carry sales and pass review.

MiFID II · WpHG · BaFin circulars

Fintech

Between start-up voice and supervisory law. What may be presented as a licence, what only as a partnership, and where that difference triggers proceedings.

PSD2 · MiCAR · ZAG · unfair competition law

Physicians & practices

Before-and-after images, outcome claims, patient testimonials, specialist titles. German medical advertising law draws tighter lines here than almost any other advertising regime in Europe.

HWG · professional code · UWG

Medical devices

Under the MDR, what you advertise must match the intended purpose — and be substantiated. I sort out which claims hold before the campaign starts, not after.

MDR Art. 7 · MPDG · HWG

03Services

Four reasons to bring me in.

No packages, no retainer tiers. What is needed, in the order in which it has effect.

APositioning & message framework

What you may say, what you should say, and why those are not the same thing. The outcome is not a slide deck but a framework of core claims — each with its evidence and its limit.

Outcome: one sentence that sales, legal and the customer read the same way.

BContent that clears review

Website, ads, expert articles, sales material, email sequences. Written with the reviewer’s eye already in the first draft instead of in the third revision.

Outcome: sign-off on the first pass instead of the third.

CChannels & measurement

Search ads, LinkedIn, trade media, email. Platforms impose rules on top of the law — Google requires certification for financial services, Meta blocks health claims automatically. That gets planned for up front, not repaired afterwards.

Outcome: campaigns that are still running after two days.

DReview of what is already live

A pass over your existing material: website, ads, packaging, sales documents. No rebuild, no project — the findings first.

Outcome: one list — what stays, what goes, what has to come down today.

04Process

Three steps. No surprises.

Every step ends with something tangible. After the first one you know whether we continue.

Step 01

Assessment

Market, competitors, your existing material — and the rules that apply to your specific offering. Not a general legal lecture, but the list for your case.

Week 1 · ends with written findings

Step 02

Message framework

Core claims are built and agreed with your legal team — before money goes into reach. This is the step most projects try to skip, and the reason they lose time.

Weeks 2–3 · ends with approved core claims

Step 03

Execution & measurement

Content ships, channels go live, numbers come back. Reporting covers what moves the business — enquiries, deals, cost per conversation. Not clicks.

From week 4 · monthly report

The most expensive sentence in a regulated market is the one nobody dares to say.
— Alexander Kotscha