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How do you innovate your marketing in a highly regulated industry?

Dear Shama,

I work for an old school company in an even older industry. We are very traditional in all our marketing and to top it off—we are in a heavily regulated industry. I’ve seen other industries and companies really benefit from the wave of new media, but I feel like our hands are tied. Any ideas on how we can we utilize new media better in a highly regulated industry?

—Julio