Creating a Communications Program to Support a New-Product Introduction for Medical Diagnostics Manufacturer

Problem: Client was preparing to introduce a new family of diagnostic tests to the market and needed to demonstrate the accuracy, efficacy, and cost-effectiveness of the tests to lab directors, researchers, and physicians.

Solution: Supporting source documentation such as clinical data and peer-reviewed journal articles was identified and analyzed and subject matter experts were interviewed. This information was incorporated into a communications program that included journal articles, white papers, brochures, data sheets, and flyers tailored to the interests and needs of the different target audiences. Information products were developed over a three-month period to support a successful product rollout.

Ensuring Consistent Branding for Careers Web Site for High-Tech Manufacturer

Problem: Descriptions of available jobs on client's Careers web site were written and formatted inconsistently and did not convey unified brand images and messaging.

Solution: Established an Editorial Desk service through which all the job descriptions are routed prior to posting. Standardized corporate and divisional branding is added, and job descriptions are reviewed and edited for consistency in style, structure, voice, grammar, spelling, and punctuation. The service is designed for throughput of one or more job descriptions per day, with typical turnaround time of one business day after receipt of material.

Developing a Style Guide for Healthcare Diagnostics Manufacturer

Problem: Communications varied in style, structure, and voice; used product and business names, trademarks, and other terminology inconsistently; and contained compositional, grammatical, and punctuation errors.

Solution: Developed a communication style guide for the enterprise that specified correct usage of names, trademarks, and terminology and addressed the most common compositional, grammatical, and punctuation errors.

Providing Ongoing Editorial Desk Services for Healthcare Diagnostics Manufacturer

Problem: Sales and marketing collateral produced for different product lines varied considerably in style, structure, and voice, resulting in inconsistent and sometimes confusing presentation of the company’s products, services, and brand to the marketplace.

Solution: Established an Editorial Desk service through which all the global enterprise’s sales and marketing collateral is routed prior to publication. Documents are reviewed and edited for consistency in style, structure, voice, and compliance with corporate publishing standards, as well as for grammar, spelling, and punctuation. The service is designed for high-volume throughput, with typical turnaround times from one to two business days after receipt of material.

Based on its success in improving sales and marketing collateral, the client has since expanded the scope of the Editorial Desk to include all enterprise communications, including customer letters, executive and employee communications, and public relations.

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