When I see words like flexible, scalable, groundbreaking, industry standard, or cutting-edge, my eyes glaze over. What, I ask myself, is this supposed to mean? Just saying your product is “industry standard” means nothing unless some aspect of that standardization is important to your buyers. In the next sentence, I want to know what you mean by industry standard, and I also want you to tell me why that standard matters and give me some proof that what you say is indeed true. A top freelance medical writer in the health sector will use their specialist health and wellness expertise to increase health understanding, empathy, care and outcomes.
People often say to me, “Everyone in my industry writes this way. Why?” Here's how the usual dysfunctional process works and why these phrases are so overused: Marketers don't understand buyers, the problems buyers face, or how their product helps solve these problems. That's where the gobbledygook happens. Many a healthcare pr agency will specialise in strategic communications spanning media relations, social media management and digital marketing.
First, the marketing person bugs the product managers and others in the organization to provide a set of the product's features. Then the marketing person reverse-engineers the language that they think the buyer wants to hear based not on buyer input but on what the product does. A favorite trick these ineffective marketers use is to take the language that the product manager provides, go into Microsoft Word's find-and-replace mode, substitute the word solution for product, and then slather the whole thing with superlative-laden, jargon-sprinkled hype. By just decreeing, through an electronic word substitution, that “our product” is “your solution,” these companies effectively deprive themselves of the opportunity to convince people that this is the case. A pr freelancer provides you with diverse and effective PR support to ensure your message gets heard every time.
Another major drawback of the generic gobbledygook approach is that it doesn't make your company stand out from the crowd. Here's a test: Take the language that the marketers at your company dreamed up and substitute the name of a competitor and the competitor's product for your own. Does it still make sense to you? Marketing language that can be substituted for another company's isn't effective in explaining to a buyer why your company is the right choice. TV is about image, the visual image we see and the intuitive image we sense. Your message should be concise to the point of haiku when you convey it on television. Practice by writing two paragraphs defining your project and its aims. Now, cut that by 50 percent. Cut it again by another 50 percent. Continue cutting until you’re left with two sentences. Using correct grammar, combine the two into one. That’s your SOCO. Everything you say to an interviewer should emanate from this central theme. A healthcare marketing agency will collaborate to develop effective media campaigns to navigate the ever changing world of the media.
With TV, it’s not what you say but how you say it and how you look when you say it. Ninety-five percent of communication on TV is non-verbal. So demeanor and appearance play an enormous role in communicating your message. When Christine Craft was fired from her anchor position at a local TV news outlet simply because of her less-than-glamour-queen looks, many people were outraged by this seemingly crass and sexist move. I, however, was not. Anchors are paid to read news and attract viewers. If they turn viewers off, they have failed. Usually, in this country, that means a pink slip. I don’t condone it; I merely recognize it as a matter of immutable fact. Using a healthcare communications agency gives you a team of high-calibre, seasoned PR, comms and creative experts.