Saying what others are unable to say
“The role of a writer is not to say what we all can say, but what we are unable to say.” -Anais Nin
This quote is integrated on the copywriting poster that was created by our lead graphic designer Carrie and is displayed in our office. I pass it every day, and quite often multiple times a day. And each time, I’m reminded of the need for clear, impactful dialogue - whether it is through brochure copywriting, corporate or medical video scriptwriting, or search engine optimization (SEO) copywriting for a new website design.
Currently, I’m working my way through SEO content for a medical website design centered on educating and promoting the benefits of a hemodynamic monitoring software system for managing hypertension in women with preeclampsia. The public (patients and their loved ones, physicians and the medical community at large) is the target audience. Up to this point, I’ve been able to pump out the content fairly quickly as most of the pages spoke generally about preeclampsia. However, the section I’m on now requires me to find and convey the “missing link” between the condition, the ICG method, and the specialized decision support software. As the company is an innovative start-up and lacks much published literature, for reference, I have a few physician/originator press releases, basic information on impedance cardiography, and my notes taken from preliminary on-site interviews. All have served as great materials for a better understanding overall, but I lacked the “ah-ha” moment when all the information comes together to make logical sense for everyone from the medical sceptic to the patient layperson. But after some time on my mental backburner, the ah-ha moment has been achieved and now it should be smooth sailing from here on out. (Secretly, every time I have one of these ah-ha moments, it’s as if I want to tell the world and can’t type fast enough to get it out.) So, today - and every day - I’m saying what others are unable to say!
Entry by: laura