• Promotional projects often evolve, and that's part of the fun. Clients often approach a project one way at the beginning, decide it doesn't work, and then zig and zag in different directions. Expecting this, we figure our estimates accordingly. Here's an example: Let's say we're creating a piece to promote a blood gas analyzer to hospitals. The client wants the piece to have lots of images and graphics and not so many words to communicate certain key messages for a very specific target audience, and you comply. After reviewing the first draft, the marketing team removes half of the images, adds 5 new paragraphs with additional messaging, and decides to target several different audiences. Did you make a mistake? Not at all. The client switched gears. It happens all the time.  
• It's important to handle your emotional response when clients change direction. If you followed the client's instructions and created the deliverable as first envisioned, you've done nothing wrong. The client has changed direction. Now it's your turn to weave and bob. Don't take it personally and don't get angry or depressed. Keep calm and write on.  
• You can't always get clients to buy into creativity. Some projects just demand out-of-the-box thinking, and the content--and format--lends itself to lots of creativity. But keep in mind who our clients are. Even though they tell us they want something to be wildly creative, they may be turned off if you suggest something that's too far out of their comfort zone. Accept it and move on.  
• Even though it's promotional writing, you still have to follow the rules. Pharmaceutical advertising is one of the most regulated industries in the United States with very clear guidelines for what you can and cannot say. Before you dip your toe into this market, be aware of the regulations. The Office of Prescription Drug Promotion (OPDP) has the guidance documents you need.

DOLLARS & SENSE

Characteristics of the Most Profitable Freelances        

• Degree: As far as we can tell, no one has cornered the market on being the best medical writer. We figure there are lots of people who qualify, but by no means can you tell by their degree. We know people with MDs, PhDs, and other advanced degrees who can precisely explain the molecular composition of a paper bag, but they can't write their way out of one. Likewise, we know plenty who are excellent writers and outstanding freelance businesspeople. Conversely, we know many successful freelances who have nothing more than a bachelor's degree and are too busy making money to go back to school to advance their educations. Bottom line: We think the degree you hold matters if you know how to use it to your advantage, regardless of what degree that is.

• Geography: The  2011 AMWA Salary Survey shows that medical communicators in the northeastern US have the highest incomes, but it doesn't specifically show how freelances fare based on where they live. The advantage we believe freelances have over employees is that while we may live in a part of the country that pays lower wages, we don't have to work there. Our clients can be anywhere in the US or around the world. Bottom line: We think geography plays a role in your income if your clients are located where you live, but there's no reason to limit the geography of your client base.

• Sex: We're very pleased to report that the 2011 AMWA Salary Survey income gap among medical communicators based on sex is narrowing, but it's not closed yet. Freelances have control over what they charge, and women should be charging just as much for their services as their male counterparts. Bottom line: We believe sex shouldn't matter when it comes to your income potential.

• Experience: Clients will always seek out freelances who know their therapeutic area, their audience, their product, and their competitors. The more experience you have to offer, the better. But experience doesn't have to favor those of us who are a bit long in the tooth. Younger freelances who have specialized in a particular therapeutic area or type of writing may have just as much to offer as an older freelance for whom that therapeutic area or type of writing is one of many in their portfolio. The most important type of experience to have is business experience. Simply not making the mistakes other freelances make, such as calling the day before a project is due to say you're running late, or delivering a project with a note telling your client the project took longer and therefore cost more than you originally expected, are big no-nos. Bottom line: Experience matters, but it's how you present the experience you have that matters most.

We're now in the process of putting together our personal-appearance schedules for 2014. 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!

At the AMWA-DVC 12th Annual Freelance Conference, Brian is serving on a panel titled Freelancing and Beyond: Panel Discussion with Veteran Writers. He is also presenting a roundtable on Illuminating the Impact of the Sunshine Act on Freelances. If you haven't already registered, there's still time. Click here for the conference brochure and to register online. 

We completed our proposals for the 2014 AMWA Annual Conference, and there is still time for you to submit a proposal for the very popular roundtables and posters. The deadline for submission for roundtable discussions and posters is March 21, 2014.

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

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