Week 14

Another Humber Exclusive in association with SB Productions.

Find this lesson at Humber502.wordpress.com

Today’s lesson

• Review last week’s lesson • Last assignment – overall trends where many

of you slipped up• Today’s lecture: response devices; warrantees

& guarantees; some career advice • In-class exercise: Writing promotions.

But first, brain stretcher

Write three sentences, maximum 10 words each, before this finale: “And that’s when the fight started!”

Do not put your name on your submission.

You have three minutes. Best 2 get a Quaker Oats Trail Mix bar. Mmm.

Dare to be great

Last week’s lesson

Healthcare writer’s responsibilities: • Research disease and drug – develop good basic understanding of

pathophysiology, drug action and the market (differentiators)• Understand and be able to report clinical data – trial structure,

significance of results• Write and revise material (many gatekeepers - internal revs, acct

mgr, med/reg, PAAB)• Reference material – every claim must be supported by evidence• Creative development – work with art director• Strategic/key message development• Client presentation• Attend market research/conferences (competitive reconnaissance)

Last Week’s lessonCAMPAIGN COMPONENTS

• Journal ads – core creative/key message• Core detail aid

– Indication– MOA – how it works – Efficacy – clinical trial data– Safety – adverse events, tolerability– Dosing and administration

• Collateral sales materials –dose cards, case studies etc.. • Direct Mail• Reprint carrier• Patient materials • Website – professional and consumer• ‘lunch and learn’ CD-ROM

Last Week

The audience in pharma writing• Physicians:

– Specialists; higher level science; new clinical evidence– GPs; more general disease and drug information

• Consumers:– Patients (have a prescription)

• General use info – pamphlets/brochures

– Consumers (no prescription)• Prescription products: brand name only/no condition/no claims OR

indication and ‘talk to your doctor’• Vaccines – brand name and condition• Over the counter (OTC) products – brand name and condition

Last Week

Regulatory

• Client – medical, legal• PAAB logo is a kind of quality assurance signal• PAAB mandate often thwarts client objectives

– Role of account team and writer is often to try and satisfy both parties (balancing act)– Approval/appeal process can be difficult and frustrating– Code is vague

• PAAB rarely accepts support from documents outside the product monograph;

• Very stringent criteria for claims based on clinical trials– Often won’t accept evidence that is widely considered scientifically sound by the

medical community

Last assignment

Follow the brief: switch your current monitor at Shoppers and get a free one.

Many students forgot to talk about this. They were so swept up in selling the new monitor.

It was a balancing act with many facets, a tough assignment.

Last assignment

Make your point and move on. Don’t dwell on exposition if it’s not exposing your product.

No need to say more than Johnny feels different. But some told me he feels different in the playground. He feels different in the cafeteria – he even feels different at the hockey park.

They’ve checked about around here.

Last assignment

Avoid blinding flashes of the obvious.

‘Having diabetes is hard for kids.' – The moms already know that. Tell them something they would recognize but haven’t thought of.

Ask about Jack Ruby.

Last assignment

Shoppers Drug Mart vs Shopper’s Drug Mart or Shoppers’ Drug Mart

Which is it and why?

Maybe it’s wrong but lawyers love us stupid.

Last assignment

Features vs benefits.

Too many students clicked n dragged a list of bullets and switched the order of the words slightly.

Prove you understand how this product works and customer feels with benefit-oriented subs and explanatory, persuasive copy.

Today’s lessonLecture: Response mechanisms; legal warrantees and guarantees; Engagement programs vs Loyalty Programs; career advice

Today’s lesson

• Response mechanisms are what?

• This should be like …..

Today’s lesson

• That’s right

• URLs = • Phone numbers • BRCs = • IVRs =• QR code =

Today’s lesson

• Oh, that’s what those things are!

Today’s lessonLegal warrantees and guarantees!

Fortunately, you’ll never have to write the legal for one. BUT always ask your account person and/or client for one.

Why?

.

Today’s lessonLegal warrantees and guarantees!

Fortunately, you’ll never have to write the legal for one. BUT always ask your account person and/or client for one.

Why?

That’s right, they increase response and, better still, almost nobody ever uses them.

A win-win for the client and a lose-lose for the customer.

Today’s lesson

Legal warrantees and guarantees! Why use them?

That’s right, they increase response!

Better still, almost nobody ever uses them! So it’s like they’re free.

And if they do ask for their money back?

Today’s lesson

Legal warrantees and guarantees! If they do ask for their money back?

• Honor it! • Word of mouth is the best

Today’s lesson

Remember we talked about loyalty programs?Last week John Halley showed you how much

work a single loyalty program is producing.

Ask about Matthew Gyulay.

Today’s lesson

Funny you should ask. He runs the creative at Maritz.

They specialize in Engagement Programs primarily: • motivation/incentive programs for sales staff• Internally focused vs external of loyalty with

customers• So less creative risk for clients because the

customer doesn’t see the creative

Today’s lesson

Less risk for them = more creative leeway for you, the copywriter

Yay!

Another possible opportunity for aspiring writers

And now some heresy!

Is it the ad writing that turns you on? Or the business strategy?

There are other jobs in the industry beyond copywriting.

And now some heresy!

Despite their reputations, business planner, account executive are still very creative and fascinating jobs. This whole industry is.

And now some heresy!

Some of us may love these aspects more but didn’t realize it till we started doing this – because we didn’t know they existed.

And now advice from an old pro

But if you still want to write ads, great. Remember there are many ways in.

Ask about Michael Shaw and Steve Murray

Today’s lesson• Any York Grads here today?

Today’s lesson• Ask about R’ch’d Fshu

Today’s lesson

I was hoping for a crack at them this year. Alas, no dice but there’s always next year.

The lesson? Use whatever connections you have!

In-class exercise

Do a January ‘get back in shape’ promo for your local fitness centre.

It’s for people in their late 20s/early 30s who’ve suddenly noticed they can’t indulge penalty-free any more.

Give the promo a name. Define a time-limited offer.

Then do a PR-worthy porch drop to attract interest of the media and get free play for your client.

Summary

Warrantees & guarantees increase response, almost for free, then produce your best advocates if honoured.

Response mechanisms are the tools you encourage prospects to use to contact you with.

Ask yourself what you really want to do, then don’t give up till you get it.