Pencil Points Banner Logo
Insight and Inspiration from   
The Accidental Medical Writer   
Quick Links
Join our list
Join Our Mailing List

Departments

  • Welcome!
  • [Not] Just for Newbies
  • On the Radar 
  • Dollars & Sense
  • TAMW Calendar 
  • The Savvy Marketer
     
May 2013
  Issue #44

Opportunity Rocks!       

 

Optimists say the glass is half full. Pessimists say the glass is half empty. We've even met a few people who say "Glass, what glass? You got a glass? I didn't get a glass. Hey, where's my glass?!" Well then, we must be super-optimists because our glass is always full!

How do we do it? Attitude. Sure, there are plenty of books out there on the power of positive thinking, and we really do believe it works. But you've got to put it into practice. Even when we fall, our attitude is what enables us to see the lesson instead of the skinned knee.

In this month's issue of Pencil Points we want to help you inject your freelance business with the attitude to succeed no matter what. In Dollars and Sense we show you how the right attitude can help you get much more out of the next meeting you attend than a rubber chicken lunch. In The Savvy Marketer we help you adjust your attitude about potential conflicts that might be causing you to miss out on great business opportunities. Talk about attitude adjustments--a huge part of being a successful freelance is being able to handle rejection. We give you some great pointers this month in [Not] Just for Newbies. Everybody uses their electronic devices these days to take photos, whether for business or pleasure, or both. So this month we put a free and easy photo editing app On the Radar.

We're all wired differently. But whether you're an optimist or a pessimist, an introvert or an extrovert, the way you handle the challenges freelancing throws at you will make all the difference in your success. Opportunity doesn't just knock, it rocks!

Wishing you writing success,

 


Cyndy and Brian
 Newbies[NOT] JUST FOR NEWBIES
Information and Inspiration for New and Experienced Writers 

Don't Take It Personally


Professional writers learn quickly that they need a thick callus on their egos. Clients often don't value the time it takes to carefully select each word we choose to use in a sentence. And while graphic designers are relatively safe because few people think they know how to draw, everyone knows how to write. Right? Well...wrong, but who are we to say? We're just the professionals!

Even with as much time as we have "behind the keyboard," there isn't anything we've ever written that we haven't looked back on later and thought we could have written better. Although we don't have our egos in the game when it comes to changes, we still want to know we're giving our clients what they need--a top-quality product.

Recently we worked with a client developing apps for use by sales representatives during sales calls. The writing process took so many twists and turns we realized the experience could make any writer who is not experienced in promotional writing completely despondent, and perhaps downright suicidal. So take your fingers off the keyboard, put down any sharp objects, and read on.

After the project download we had clear marching orders. We knew just what to do and when it was due. We followed each direction to the letter and proudly delivered a completed draft to our client, who reviewed it and sent it confidently off to their client. A few days later, our client's client responded with comments. Their email was nondescript--no "I loved it," no "I hated it." Just "Here are our comments." We opened the attachment and found the editorial equivalent of a massacre.

Headlines had been "disem-Voweled". Screen sequences had been hacked to pieces and scattered everywhere. Even dental records wouldn't have helped us identify whether this document was our baby. Had this been feedback on a scientific document, it would have been cause to jump out a window. But it's a promotional document, and that's just the way these things go.

Promotional writing is both verbal and strategic, and while the words are important, the strategy is paramount. When clients read a first draft, they may decide to veer a little more in one direction or another. They might decide to make a hard left or right, jug handle, or even a U turn. And they may do it several times. More often than not, these projects become a scramble of cloverleaves that make the I95/Betsy Ross Bridge/Aramingo interchange (scroll down about 3-quarters of the way, you can't miss it) north of Philadelphia look like a straightaway.

When this happens, and in promotional writing it nearly always does, you can't take it personally. Clients who turn what you've written upside down or inside out are taking ownership, which is good because in the process you become partners working toward a common goal. Keep your head high and make it clear you're eager to do whatever it takes to make the project the very best it can be, and implement every round of changes with a smile. Remember, creativity is a journey, not a destination. Besides, if you created your project estimate correctly, every new direction the project takes is an opportunity to increase your fee.

If you'd like to get a better handle on the way you react to the sometimes crazy changes clients make, and perhaps on overcoming rejection in general, we've come across a great book you might want to read: Reject Me, I Love It!--Revised 2nd Edition: 21 Secrets for Turning Rejection into Direction, the international bestseller by John Fuhrman. 

  

 ON THE RADAR
Resources for Medical Writers

Photo Editing At Your Fingertips       

 

For those of you who are photo buffs, we've found the perfect photo editor for the iPhone, iPod Touch, and the iPad. With Pixlr Express Plus you can crop, resize, remove red eye, whiten teeth, and fix any photo you've taken with these devices. Best of all, it has no ads, even though it's a free app.

 

For those of you who are more creative--and who have the time to be creative with your photos--Pixlr has advanced features with additional effects such as overlays, borders, lighting effects, and much more to enhance your photos.

 

If you don't have one of these Apple devices, a similar application, Pixlr-o-Matic, is available as a free download for Android-based devices.

DollarsDOLLARS & SENSE

Advice on the Business of Freelancing 

Make the Most of Your Next Meeting 

 

If you've attended a professional conference recently, then you know these events aren't cheap. For multiday conferences registration often costs hundreds of dollars. Add in the cost of a hotel room if you're from out of town, not to mention travel costs to get to the venue, and you can quickly top the thousand-dollar mark. For new freelances the expense is often prohibitive. Heck, we know experienced freelances who don't want to pay such a price to attend professional conferences.

 

We've had writers complain to us that they shelled out the funds but were disappointed because they didn't make any new connections and didn't learn anything new. If you've been in a similar position, maybe it's time to take a look at how you approached the conference. As we wrote in last month's Pencil Points, there are no victims, only volunteers. We'd like to share some tips on how to get your money's worth at any meeting you attend.

 

First and foremost, get out of your comfort zone. It's very easy to go to a couple of sessions, sit by yourself, and at the end of the day retreat to your room to order room service and catch up on your work. Don't do it! With some simple, advanced planning you can reconnect with acquaintances, make new connections, and return home with contacts that can help you build your business.

 

BEFORE THE MEETING

  • Conference brochures arrive a month or more before the conference date, giving you plenty of time to see who will be speaking. Identify the sessions you are most interested in. Make a list of these must-attend events and plan a preliminary schedule so that you can get to them all.
  • Several weeks before the meeting, contact colleagues you would like to meet with and schedule a meal, drinks, or even afternoon tea or coffee. Since schedules fill up quickly don't wait until you're at the actual conference to reach out to them.
  • Buy and read Never Eat Alone by Keith Ferrazzi. He's a master at expanding your connections and building relationships. We highly recommend this book.
  • Stock up on business cards. You'll want to hand them out at every opportunity.
  • Polish your elevator speech. You'll be meeting lots of new people (hopefully) who will ask you what you do. This is when that 30-second elevator speech comes in handy. (We offered tips on creating your elevator speech in the November 2011 issue of Pencil Points.)
  • Prepare your clients for your absence. We think there's nothing worse than having to do work while attending a conference. Why? Because it limits the time you have to network and socialize, not to mention attend the actual meeting. Whenever possible, work with your clients well in advance to schedule deadlines and deliverables before or well after the conference.

AT THE MEETING

  • Talk to complete strangers. A professional meeting is one of the few places where it's acceptable--and expected--to talk to strangers without anyone labeling you as a stalker. So get out there and strike up a conversation with the person seated next to you at the keynote address, the person standing alone at the welcome reception, or the thought leader whose session you attended and who is eating lunch all alone. (She mustn't have read Ferrazzi's book!]
  • Does the previous bullet scare the pants off you? Keep in mind that people like to talk about themselves so ask them. We recommend these simple conversation starters: What brings you to the meeting? Is this your first XXX [insert organization's name here] conference? Which session have you enjoyed the most?
  • Put away the electronic devices. Yes, we really mean it. We're not advocating unplugging altogether. But when you are checking your emails or sending texts during breaks or while waiting for a session to start, you're creating a barrier between you and everyone else. So put the phone in your pocket and start talking to the people around you.

AFTER THE MEETING

  • Don't file those business cards you collected in a drawer. Once you return home, personally follow up with the connections you've made. A short "I enjoyed meeting you" email is a nice touch. If you met someone new whom you would like to get to know better, schedule a future phone call or live meeting.
  • Sit back and assess the outcomes you achieved. What worked? What didn't? Did you manage to come out of your comfort zone? If not, then plan to implement at least one new strategy at your next meeting.
WhereWHERE IN THE WORLD ARE BRIAN AND CYNDY?
The Accidental Medical Writer Calendar

 

The AMWA Annual Conference is the ultimate resource for medical communicators around the world, offering educational and networking opportunities beyond compare in the field. We learned recently that all of our proposals were accepted for this year's conference, and we are THRILLED! We'll share more information with you once everything is finalized. 

 

If you'd like us to come and speak at an event you're organizing, don't wait too long to contact us. Our schedule is filling fast!

 

Be sure to check out Brian's interview in Breaking Into Medical Writing and Editing by Kristen Fischer that was published online on January 6 by mediabistro.com, a top site for communication professionals who create or work with content. If you're a member of AvantGuild you can access the article for free. If not, there's a $55 annual subscription fee, which gives you access to all the exclusive content the site offers. If you recall, Kristen interviewed Cyndy last year for the Freelance Switch blog, which you can read here. Thanks, Kristen.

 

For all our upcoming activities and appearances, keep an eye on The Accidental Medical Writer In Person.

We frequently speak and teach at medical writing conferences and seminars; we've also been interviewed online. Check out our Webcasts. Brian's interview with Danielle Hampson of The Business Authors Show is also available right on our website!

We would love to present at your next upcoming meeting or event, so invite us!

 

SavvyTHE SAVVY MARKETER
Marketing Tips to Build Your Business 
Conflicted No More!  

One of the things we love best about being a freelance is the diversity. We get to work on a lot of different projects for a lot of different clients in a lot of different therapeutic areas. To us, it feels like the opportunity for work is virtually limitless! But when you think about it, the industry in which we work is actually quite small.

It doesn't take long before you find yourself with the opportunity to write about a product that competes with another product you've written about, or for a competing company. Even if you've worked in the industry for just a few years, you've likely found yourself in a situation like this that made you feel conflicted. Medical communicators are especially attuned to such conflict because we are, after all, guardians of ethical practices.

So what's a medical writer to do when you're faced with a potential conflict of interest? Here are some tips to help you navigate the situation and be conflicted no more. (CAUTION: We are not legal experts and don't even play legal experts on TV, so if you are unsure about your contractual obligations you should consult an attorney.) 
  • You're asked to write about a competing product
    One of our strongest selling points is having experience or expertise in a particular therapeutic area. As long as you are not currently writing for a product in that therapeutic area, or have an ongoing contract to write for a product in that area, to limit yourself would be a restriction of trade. But of course, you can never utilize materials given to you by the competing client--whether specific to their product or not, nor use any of the knowledge you have gained working for the competing product, unless it is common knowledge and in the public domain.
     
  • You're asked to write for a competing manufacturer
    Pharmaceutical companies, biotechs, and manufacturers of devices and diagnostic equipment typically have broad product lines. Writing for a product in one therapeutic area made by one company doesn't preclude you from being able to write about another product in another therapeutic area made by a different company, simply because the other company also makes a product that competes in the first therapeutic area.
     
  • You're asked to write about a competing product made by the same manufacturer
    Companies learned long ago that having a successful product breeds competition. They also learned that one way to benefit from that competition is to own the competing brand. Line extensions--like a continuous-release version of an immediate-release allergy medication, and carefully timed brand replacements--like a new S-isomer GERD medication to replace the chimeric brand that is about to go off patent, are proven ways for companies to benefit from competition. Medical writers who have experience with a particular brand are usually very valuable, and therefore desirable, in these circumstances. And not only is there no risk of conflict here, it is about the only time you can actually utilize the knowledge and materials you received from the client for both products.
     
  • You're asked to write for a competing client
    Many freelances work with medical communications companies, medical education companies, and medical advertising agencies. These companies are constantly competing for work, so if you work for more than one of them, the opportunity for conflict of interest is inevitable.

    So here are the DOs and DON'Ts:
    • DO work for different clients on the same product (eg, writing sales training eLearning modules for one client and patient education brochures for the other)--but make sure both clients know about and are okay with you doing this (many see it as an advantage).
    • DO work for competing clients in different therapeutic areas.
    • DON'T ever work for competing clients on competing brands at the same time.
    • DO help competing clients pitch new work with different companies for different brands, at the same time or anytime.
    • DON'T ever help competing clients pitch new work with the same company for the same brand at the same time.
    • DON'T ever help a client take work away from another client.
       
  • You're asked to write CME and promotional materials for the same product or in the same therapeutic area
    We're big proponents of writing in a variety of different areas, because this gives you great flexibility in marketing your services to potential clients. As the industry ebbs and flows, clients' writing needs change. For example, manuscript writing has been hot because of all the new drugs in development, but as these drugs get closer to launch you may see the money flow from manuscripts to sales training to prepare sales reps to sell them. While the available work can change quickly, medical writers can't keep up if it changes from promotional writing to continuing medical education (CME) writing. According to the National Association of Medical Education Companies (NAMEC) Code of Conduct, "Staff and/or freelancers who control content for promotional education should wait an appropriate length of time (eg, a "wash-out" period of 6 to 12 months) before working on educational content in the same therapeutic area." Fortunately, there's no restriction of trade in the opposite direction (CME to promotional writing), and no restriction on promotional and CME writing in different therapeutic areas.
THE FINE PRINT

 

YOU ARE RECEIVING this F-R-E-E newsletter on the business of freelance medical writing because you are on The Accidental Medical Writer's opt-in mailing list.
  
TO ENSURE YOU RECEIVE this newsletter, please add [email protected] to your address book.
  
TO CHANGE YOUR SUBSCRIPTION ADDRESS to this ezine, unsubscribe your old address and subscribe your new one.
  
PLEASE RECOMMEND THIS NEWSLETTER to anyone you know who is interested in breaking into freelance medical writing or who wants to learn more about the medical writing industry. Just click on the "Forward email" button below.
  
PRIVACY STATEMENT:  We will not distribute your email address to anyone. PERIOD.
  
Copyright � The Accidental Medical Writer. You may not copy or reuse the content of this newsletter without written permission of The Accidental Medical Writer.