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Write You - How to Hire the Right Copywriter: Separating the Winners from the Wannabes
Searching for a copywriter? It looks easy enough. Just scroll through Craigslist or tap your talent agency and you’ll attract loads of well-scrubbed writers carrying handsome leather portfolio cases packed with clever, catchy copy.
But it’s awfully hard to look beyond the leather to identify the ta
But it’s awfully hard to look beyond the leather to identify the ta
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
lent who will really work for you. Too often, the new writer “just doesn’t get it,” cannot cooperate with your other talent, or otherwise simply fails to articulate messages that really resonate with your audience.
Given human foibles, there are no fool-proof formulas for finding winners. But you c
Given human foibles, there are no fool-proof formulas for finding winners. But you c
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
an take measures -- right at the start of your relationship -- that give you a much greater probability of success. Here are some things you should look for in a writer at your very first meeting:
1) Connects creative work to underlying objectives
Face it: all the samples the writer pro
1) Connects creative work to underlying objectives
Face it: all the samples the writer pro
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
dly slides across the table to you are going to look pretty good. After all, your would-be writers cherry-pick their best work and unless they’re truly incompetent (most professionals are not), everything you read is going to be clean, smooth and attractive.
Your job is to dig deeper, to uncover th
Your job is to dig deeper, to uncover th
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
e “why” behind each creative decision evidenced before you. Why was one benefit highlighted over others? Why use a particular catch-phrase? What was the reasoning behind the diction, tone, point of view of the piece? Good writing is never arbitrary, and every writer worth her salt should be able to
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
onnect her creative decisions to the underlying objectives of the project and/or the overall strategy behind the marketing campaign. Consider this your opportunity to expose the writer’s thinking.
2) Wears many masks
Writers are like actors -- they must be prepared to assume the voices
2) Wears many masks
Writers are like actors -- they must be prepared to assume the voices
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
and mannerisms of people who may be completely unlike themselves. As you flip through the samples, look for variety. You should “hear” different voices -- manifested through changes in tone, rhythm and vocabulary -- appropriate for different audiences. You should be able to guess the target demograp
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
hic from the copy voice alone. The annual report for investment bankers should sound completely different from the direct mail pitch to porcelain doll collectors.
That’s why industry experience may not be a significant criterion for selecting a writer. If a writer has the chameleon-like ability to
That’s why industry experience may not be a significant criterion for selecting a writer. If a writer has the chameleon-like ability to
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
atch his voice to your audience’s, chances are he can write effectively for your market. If not, no amount of industry knowledge will compensate for the inability to connect.
3) Asks questions -- lots of them
Good copy is built on a foundation of understanding: who your customers are; w
3) Asks questions -- lots of them
Good copy is built on a foundation of understanding: who your customers are; w
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
hat your prospects value and fear; how they shop. Also, what your product or service is; what makes it different; what role it plays in the purchasers’ lives. Without this underlying knowledge, the resulting copy may be clever, but it won’t be effective.
The only way a writer can reach this level o
The only way a writer can reach this level o
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
understanding is to dig for it by asking questions. Beware the passive writer who nods at everything you say and assures you she has everything she needs to proceed. Instead, look for the writer who pursues your comments with questions -- then follows your answers with further questions. You want a
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
writer willing to do this kind of spade work before writing a single word.
4) Listens well
Your interview should not become a dog-and-pony show for the writer’s talent, limited to star-spangled presentations of beautiful brochures and self-adoring revelations of awards won, honors cla
4) Listens well
Your interview should not become a dog-and-pony show for the writer’s talent, limited to star-spangled presentations of beautiful brochures and self-adoring revelations of awards won, honors cla
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
imed. Sure, writers should be prepared to talk about themselves and their services. But more importantly, they should be actively listening to you, taking pains to uncover your needs.
Do they ask questions (see proceeding point) that logically follow your comments? Do they show genuine interest in
Do they ask questions (see proceeding point) that logically follow your comments? Do they show genuine interest in
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
hat you do and how you work? And when you’re speaking, is their body language reassuring? Do you see the kind of eye-contact and body postures that indicate attentive listening? If they’re not really listening to you now, when they’re seeking your business, they probably won’t when they’re executing
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
it.
5) Plays well with others
Ask anyone if he’s a “team player” and you’ll get prompt reassurances of the affirmative. No one will admit to being an arrogant prima donna, so you’ll have to use indirect methods to gauge the writer’s ability to work cooperatively with your team of desig
5) Plays well with others
Ask anyone if he’s a “team player” and you’ll get prompt reassurances of the affirmative. No one will admit to being an arrogant prima donna, so you’ll have to use indirect methods to gauge the writer’s ability to work cooperatively with your team of desig
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ers, strategists, product managers and other marketing staff.
Take it as a good sign when a writer, without prompting, shares credit for a given project with other people who participated. Or openly admits that the driving concept came from someone other than himself. Or describes a project as a co
Take it as a good sign when a writer, without prompting, shares credit for a given project with other people who participated. Or openly admits that the driving concept came from someone other than himself. Or describes a project as a co
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
operative venture and articulates the value of the myriad roles that accomplished it. Conversely, regard the self-serving writer, the one who consistently hoards all credit to himself, with suspicion. Chances are, he’ll make you and everyone who works with him miserable.
6) Demonstrates self-res
6) Demonstrates self-res
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
pect
We all want a bargain and no one can fault us for desiring more, for less. After all, everything’s negotiable.
Be careful what you wish for, however. A good writer may be willing to cut you a discount, perhaps in exchange for a guaranteed volume of work, but only the bottom-feeders wi
We all want a bargain and no one can fault us for desiring more, for less. After all, everything’s negotiable.
Be careful what you wish for, however. A good writer may be willing to cut you a discount, perhaps in exchange for a guaranteed volume of work, but only the bottom-feeders wi
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
l bite on rock-bottom project fees. Good writers respect the value of their work and expect to be compensated accordingly. If you insist on making price the most important criterion for selecting a writer, you may end up with a lot of grief you didn’t bargain for.
In sum, it’s not enough to review
In sum, it’s not enough to review
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
the resume, client list, samples or portfolio. You need to mind your prospective writer’s behavior in the course of your first encounter. When you see curiosity, respect, intelligence and a healthy ability to listen carefully to others, you’ll find a writer who’s likely to work productively with you
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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