The S in SOAP stands for subjective.  The subjective statement clearly and concisely states the problem the study investigates.  This information is found in the section of the study and abstract titled Introduction, Objective or Background.  The subjective statement should gain the physician's attention with a thought-provoking statement that identifies a problem or issue the doctor is seeing in their practice.  Make sure that you stay in the third person and avoid I, me and my company.  As soon as a doctor hears you say, "We did a study"   the data is not objective or unbiased.  In order to remain more scientific and less "salesy"use the generic name until you get to the Plan statement.