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Posts Tagged ‘clinical trial

“You can’t change something that doesn’t exist.” (Copywriting Tip #7)

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Where to find courage to create

Designer/entrepreneur Mike Lundborg uttered it dozens of times over a few projects we collaborated on. For me this quote nearly perfectly encapsulates the dance between creativity and work that is the business of freelance life. That’s why I keep the quote front and center in my work space.YouCantChange-05232013-(C)

Even today I’m working on a story intended to invite prospective patients to participate in a clinical trial. But early review comments indicate my client wants to buff out the narrative parts (that’s right, losing the story itself) and swap it for clinical and corporate language. The story was meant to pull prospective patients toward a clinical trial, but it won’t if the corporation keeps talking.

But this is not a lament. It’s only a statement of reality and maybe a celebration—because this is how we create together. My sizzling hot interpretation of a marketing objective is held in the tongs of review and hammered into shape by my collaborator.  And by me. This is my expectation for my ideas and the resulting words, just as it is my expectation for each part of the process.

And now this: as we release a few of the projects physical constraints, my story bounces back—which makes me glad. This is what collaboration looks like. Successive drafts change but the central objective continually informs all the collaborators as we take our turns shaping the project.

Amazingly, it is this very collaborative process that needs to inform my less commercial writing projects. The courage to create actually springs (again) from the sometimes difficult conversations that surround the project. But it also takes courage to produce a rough draft.


Written by kirkistan

May 23, 2013 at 11:44 am

Can We Talk About Incontinence Now?

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You are running a clinical trial and you need to build up the base of patients participating in the trial. Let’s say the trial is for an innovative incontinence product.

Along with the traditional tools and methods for recruiting patients, you set up a social media strategy that includes an editorial calendar for a set of blog posts—an awareness campaign. Your want the blog to become a destination or an RSS feed. Part of your strategy is to regularly discuss findings from current research into incontinence, methods for treating the condition and general information (minus claims and promises) about the research you are actually recruiting for. Naturally you include the requisite regulatory, legal and privacy caveats, along with the full disclosure information that helps build authenticity. This is how the conversation starts.

Start a Twitter account so that as new blog posts come on line, people are led to them. But the Twitter account also opens a way for passing along other information that is relevant to the audience. Because it isn’t just information you are passing. You are passing on humanity. One of your primary tasks is to present a human voice. A human voice is authentic, knowing and wins reader’s loyalty. You also have a Facebook account—you want to be easy to find.

Pretty standard stuff. Key to the endeavor is creating and managing content with an eye on making it searchable and accessible for the right patients. Also key is providing a service to those patients in need by passing on useful information.

What other elements would you include?


Written by kirkistan

November 11, 2009 at 10:52 pm

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