No episode 110 from AmplificaCast, Eric Klein receives Rafael Costa, Commercial Director, Market Access, Marketing and Strategic Alliances at BIOMM, for a conversation that gets straight to the point: how to do the better communication in regulated markets Without resorting to "pretty phrases" that don't hold up in practice. Through personal stories, behind-the-scenes glimpses into the pharmaceutical industry, and strategic market access decisions, Rafael demonstrates that when rules are strict and ethics are non-negotiable, the key difference lies in connecting science, value, and purpose into a single, consistent message.
When "you can't" is the starting point.
Those who lead marketing and sales in regulated markets start their day with an invisible list of restrictions. There are regulations from Anvisa (Brazilian Health Regulatory Agency), government requirements, medical society protocols, internal guidelines, and, behind it all, the real expectations of patients, healthcare professionals, and society. It's an environment where improvisation is costly and "shortcuts" simply don't exist.
Rafael describes this scenario with rare honesty: the regulation “is in place” and not following it is not an option. This changes the game. Instead of asking “how do I run a different campaign?”, the correct question becomes “how do I translate value based on evidence, within clear rules, for audiences with different interests?”. This is where communication ceases to be just language and becomes a business strategy in regulated markets.
And for those who are outside of pharmaceuticalThis lesson remains valid. Every company that works with compliance, data, privacy, finance, health, education, or even large marketplaces experiences similar pressures. The name changes, but the reality is similar: the greater the risk, the greater the need for consistency, and this is even more crucial in regulated markets.
The secret is not to talk more, it's to connect better.
A central part of the episode is almost a "mind map" of decision-making in regulated markets. Rafael explains that... Critical thinking skills are not about memorizing rules.Rather, it's about moving between distinct spheres and connecting them into a single narrative.
Doctors want evidence to treat patients. Patients want safety and predictability. The government wants sustainability, cost-effectiveness, and scale. The private sector seeks viability and results. Associations and the third sector advocate for more humane approaches and access. If your message only addresses one of these aspects, you lose strength in the rest of the chain, especially in regulated markets, where each party has real weight in the decision-making process.
Here's a point that makes a big difference for marketing and sales decision-makers: communication isn't just "what I say," it's "how I organize meaning" for multiple stakeholders simultaneously. In regulated markets, communicating well means building bridges between legitimate interests, without distorting science, without promising what cannot be promised, and without becoming a hostage to jargon.
In practice, this requires discipline. It requires the team to know how to transform technical complexity into clarity, and clarity into confidence.
Trust is the most valuable asset in regulated markets.
When Eric brings up the topic of networking and reputation, Rafael delivers a summary that serves as a golden rule for regulated markets: reputation is born from trust. And trust, according to him, doesn't appear through charisma. It is built through transparency and consistency.
This point is especially relevant for growth, marketing, and sales leaders who want to accelerate results. In less regulated segments, it's common to see teams "pushing" messages, exaggerating promises, and testing aggressively. In regulated markets, the penalty for excess is high and often irreversible. Once confidence falls, the cost to recover it is enormous..
The practical benefit here is clear: instead of just seeking reach, seek consistency. Instead of trying to "win in the short term," protect the long term. Instead of communicating to convince, communicate to sustain.
And this applies within the company as well. Sales and marketing teams that operate consistently reduce rework, decrease friction with legal and compliance departments, and increase pipeline predictability. It's not just "nice": it's efficiency and, in regulated markets, Efficiency is worth double..
From the newsroom to business: communication as a career changer.
Rafael's career path is a portrait of how technical professionals become business leaders when they learn to communicate. He starts in pharmacy, goes on to pursue a master's and doctorate, experiences the world of research, and makes a move that many consider risky: he enters the industry in the field, as a sales representative.
The interesting thing is that the technical foundation doesn't disappear. It becomes a competitive advantage. Rafael comments that understanding the patient's mechanism of action, processes, and systemic vision accelerates conversations and decisions. But he's also direct: leadership isn't born at the bench. Leadership develops through listening, practice, and the ability to translate needs into direction.
This message resonates strongly with the ICP of Amplifica DigitalIn B2B and B2C companies, the difference between an "operational" manager and a "strategic" manager often lies in their ability to align areas, build narratives, and generate convergence. In regulated markets, this becomes even more evident, because communication needs to be solid to support any progress.
Here's an insight from Rafael that's useful for any executive: sometimes, it's better to listen more than to talk more. And, in the end, those who know how to listen, know how to communicate better.
Evidence-based communication: where marketing becomes education.
In this episode, the discussion about diabetes and BIOMM's role makes clear the type of communication that works in regulated markets: education that resonates with the message. Rafael calls diabetes a "box of evil" not to scare people, but to reinforce the real complexity of the disease and the importance of consistent treatment.
BIOMM works with insulin, with important initiatives linked to local production and supplying the Brazilian public health system (SUS), and this requires communication that cannot be "advertising" in the classic sense. It needs to be informative, responsible, and aligned with a complex access chain.
This point is gold for marketing: in regulated markets, you don't "sell a product," you support a value story based on science. This is what Rafael reinforces when he says that communication in this environment needs to triangulate science and evidence. The goal is not to push a message, but to increase clarity so that decisions can be made with confidence.
In everyday life, this changes the format of content, events, partnerships, and even the sales funnel. The top isn't about "curiosity," it's about awareness. The middle isn't about "benefit," it's about credibility. And the bottom isn't about "final argument," it's about the security to implement and sustain it.
Public policies, long timeframes, and the challenge of consistency.
Another insightful passage is when Rafael explains long-term projects with the public sector, such as PDPs (Product Development Partnerships) and technology transfer. He describes the level of complexity: knowledge coming from outside, public partners, demand predictability, generation of local expertise, productive sovereignty, reduction of supply disruptions, and direct impact on the patient journey.
Why does this matter to you, marketing or sales decision-maker?
Because this type of reality demands long-term communication. In regulated markets, brand building doesn't happen through "campaigns." It happens through consistency, continuous education, stakeholder relationships, and a narrative that withstands internal and external audits.
Teams that try to treat this like a 100-meter sprint break down halfway through. Teams that understand it as a marathon create a competitive advantage. And the advantage here isn't just about image: it's about execution, access, engagement, and business sustainability.
Purpose without romanticizing: when the cause demands responsibility.
The conversation also gets personal. Eric shares experiences with diabetes in his family, and Rafael brings his own: his father, great-grandfather, images that come back, motivation that becomes fuel. This part isn't "emotional for emotion's sake." It illustrates an essential point for regulated markets: purpose doesn't replace process. Purpose needs to go hand in hand with ethics, evidence, and consistency.
For leaders, this is an important warning. Putting "purpose" on a slide is easy. What's difficult is sustaining that purpose in concrete decisions: how to invest in education, how to communicate responsibly, how to structure partnerships with the third sector, how to ensure that the message respects rules and, at the same time, generates real value.
A second insight from Rafael that deserves highlighting is the emphasis on passion, but with a grounded perspective: a sparkle in the eye doesn't eliminate the need for discipline. In regulated markets, passion without method becomes risk. Passion with method becomes impact.
What can executives apply to their own operations tomorrow?
Even if your company doesn't operate directly in pharmaceuticals, episode 110 provides a practical framework for any business that needs to grow with governance, and that includes most scaling companies.
First and foremost, treat communication as an “architecture of trust.” In regulated markets, the message cannot depend on the mood of the quarter. It needs to have clear pillars, consistent language, and objective criteria for what can and cannot be said.
Secondly, align stakeholders before "opening the microphone." Those who try to adjust the narrative after the campaign has launched pay a high price. Prior alignment reduces friction and increases speed because it avoids rework and roadblocks.
Thirdly, transform content into education. Education is the safest and most powerful way to build authority in regulated markets. It reduces resistance, improves business conversation, and sustains reputation.
And finally, remember that ethics are not a "brake" on growth. They are what allow growth without imploding. When a company understands this, communication becomes an engine, not noise.
Do you want to apply this to your context?
Watch episode 110 of AmplificaCast now: “The best communication in regulated markets”, with Rafael Costa, Commercial Director, Market Access, Marketing and Strategic Alliances at BIOMM. If you lead marketing, sales or business and want to learn how to communicate consistently, build reputation and grow responsibly, especially in the complex contexts of regulated markets., This episode will give you practical and applicable clarity.
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