In the August 2011 Pencil Points Issue #23 we wrote an article titled, "Let's Bury Ghostwriting Once and For All." At the time we urged medical writers to avoid using the term "ghostwriter" to refer to themselves, to other medical writers, or to our profession and instead to talk about our contribution to the medical literature, and insist we be acknowledged for the value we provide. Sadly, nearly 3 years later the term just won't go away, as evidenced by an online discussion we came across this week.

There are actually 2 issues here to address. The first is contributing to a scientific manuscript without acknowledgement. We want to remind readers that there are very clear guidelines about authorship and acknowledgement in scientific publications. These guidelines came about because of the considerable debate that has surrounded the use of professional medical writers in preparation of scientific publications since the early 1990s. In fact, in 1991, the FDA released a draft policy that stated:  

"Independent scientific and educational articles about a company's drug or directly competing drugs should not be written by medical writers employed by the firm, including freelance writers hired by the firm for specific projects. In addition, medical writers employed by the firm should not ghostwrite, edit or otherwise influence the content of articles, purporting to be independent, on the company's drugs or directly competing products written by others." (Food and Drug Administration. Regulation of drug-company-sponsored activities in scientific or educational contexts [draft proposed policy, October 8, 1991]. Division of Drug Marketing, Advertising, and Communications (HFD-240), Rockville, MD.)  

What a furor that caused! In the final guidelines, there was no reference to the use of medical writers. This was the doing of our great friend, Elizabeth Smith, who was president of AMWA at the time and led the charge to save our profession--and won!

AMWA 's Position Statement on the Contribution of Medical Writers, published in 2003, is very clear: "Biomedical communicators who contribute substantially to the writing or editing of a manuscript should be acknowledged with their permission and with disclosure of any pertinent professional or financial relationships." The International Committee of Medical Journal Editors (ICJME) has similar guidelines that differentiate authors from contributors who should be acknowledged.

Now the second issue: writing or contributing to a scientific manuscript without input from the lead author. Writers should never write a scientific manuscript unless the lead author is identified and directs the development of the manuscript from the start of the project. The good publication practice (GPP2) guidelines advise that, "Professional medical writers must be directed by the lead author from the earliest possible stage (for example, when the outline is written), and all authors must be aware of the medical writer's involvement."

We urge medical writers to educate their clients and employers about these guidelines and to avoid engaging in unethical or questionable practices. When we are asked to assist with manuscript preparation, we start by asking prospective clients 2 questions: Do you acknowledge medical writers for their contributions? and Will the authors be providing input into the development of the outline and the manuscript? If the answer to either question is no, we politely decline the job. This is a line we won't cross. We are not ghosts, and neither are you.

DOLLARS & SENSE

Freelance, Insure Thyself!              

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!

We're excited to report that all of our proposals for open sessions and roundtables were accepted for the 2014 AMWA Annual Conference, The registration brochure is almost complete, so check this space next month for details on when and what we will be presenting.

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

Hope Is Not a Marketing Plan         

Yes, we know. Most of you don't like to market yourselves and your businesses. Nevertheless, you want to establish your freelance medical writing business, make a name for yourself, and earn lots of money in the process. Those are great goals, but how are you going to achieve them? Crossing your fingers and hoping won't make them happen. Marketing will.

Start by ridding yourself of the perception that marketing is sleazy and distasteful. It's not. Marketing is simply the process by which you define what you have to offer, identify your target customers, and then persuade them that what you have satisfies their needs. Developing a marketing plan is a necessary part of the process. Certainly creating a marketing plan requires you to exercise some promotional muscles you may not have used in the past, but it's important to realize that to succeed as a freelance medical writer you will need to market yourself and you'll need to invest some time and money to do so.

Let's repeat: you can't just hope to become a successful medical writer and expect it to happen. We believe that anyone, whether you are just starting out or have been in business for a while, can benefit from creating a new marketing plan or tweaking one that's already in existence. A marketing plan doesn't have to be a complicated document, but we do recommend you sit down at the keyboard or with paper and pencil (how retro!) to get your ideas out of your head and into written form.

Here are some steps to get you started.

• Step #1: Define what you are offering. Unfortunately, many writers aren't successful at their freelance businesses because they can't define what it is they want to do. We realize the scope of medical communications is broad, so begin by researching the different types of medical writing and then focus on the types that mesh with your knowledge and background. Don't just say you want to offer medical writing services. Delve deeper and be specific so you can move on to step #2.
   
• Step #2: Identify the target customers that NEED what you have to offer. Can't think of any? Then you better do some research to find out which companies buy the type of services you are selling.
   
• Step #3: Determine how you are going to reach your target customers. There are loads of tactics at your disposal. Some to consider: Websites, direct-mail or email campaigns, connecting on LinkedIn or other social-media platforms, face-to-face networking (you better have business cards!), advertising in the AMWA Freelance Directory, or a combination of all of them. Choose those you feel most comfortable with or that are most affordable for your budget
  
  
• Step #4: Hold yourself accountable. The best way to exercise accountability is to set a goal, say, to contact 3 target customers over the next 30 days using those tactics you identified in step #3. Then do it.
   
• Step #5: Evaluate the results. It's important to figure out what works for you and what doesn't. Maybe LinkedIn is a better way to develop relationships with your target customers than an email campaign. Perhaps you get more customers through your ad in the AMWA Freelance Directory than you do through direct-mail campaigns. Continue with those tactics that give you the most return on your investment.
   
• Step #6: Revise your marketing plan as necessary. As you become more comfortable with marketing, and you identify the tactics that are most effective, go back and tweak your marketing plan to get the best results.