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Core Message Platforms
The Medical Marketer’s Secret Weapon to Raising ROI!
Partner with a Medical Copywriting Expert to Create Message Platforms and Persuasive Marketing Materials
As a leading medical copywriter since 1995, I understand the unique challenges you face when creating message platforms and lead-generation materials for the medical industry.
- I know how to develop dynamic sales copy that follows FDA guidelines.
- I understand the difference between 510K and PMA devices.
- I’m aware you cannot tout the “off label” benefits of your device.
- I know all your marketing claims must be substantiated by clinical evidence, and I have extensive experience writing within these parameters.
- I can solve the problem of how to write compelling marketing copy when you “can’t say much” about your product.
- I know how to write effectively within “risk tolerance” levels established by your regulatory and legal departments.
- I have a proven track record of making complex product benefits easy to understand by crafting straightforward, believable copy.
Casey Demchak being interviewed as part of the LightGroup’s Expert Insight Series on how he develops Key Message Copy Platforms for healthcare and medical device marketing programs.
“I’d highly recommend Casey Demchak. Over the years he’s crafted many successful marketing messages for my brochures, web pages, direct mail packages and digital content. The result has been increased sales and greater brand recognition for all my products.”Sara Allison-DeRousse
Tap into My Extensive Medical Copywriting Experience
The wide range of medical device and healthcare services for which I’ve written Core Message Platforms™, lead-generation, and patient education materials include:
- Breast implants for augmentation and reconstruction
- Liposuction devices
- Heart disease awareness programs
- Penile implants
- Dialysis devices
- Sling procedure products
- Sleep apnea risk assessment modules
- Pelvic floor reconstruction materials
- Brachytherapy and other prostate cancer treatments
- Hospital and physician rating reports
- Practice management services and software
- Spinal implants for back surgery
- Intraocular lens products for cataract surgery
- Laryngectomy devices
- Transcutaneous monitoring systems
- And more!
This Month’s Medical Copywriting Secret!
Why a Core Message Platform™ is Every
Medical Marketer’s Secret Weapon
It’s a simple fact. When your customers are presented with unclear, inconsistent or muddled marketing messages, they instinctively say “no,” and move on.
However, creating consistent selling statements throughout your medical marketing materials can be difficult. Especially when you’re under the gun to produce a sales letter by the end of the day and an auto-responder campaign by the end of the week—not to mention a landing page that’s due ASAP.
Does this scenario sound familiar? Well, I have a secret weapon that will assure your medical marketing materials have consistent, powerful, and strategically sound marketing messages.
The solution is a comprehensive Core Message Platform™ that includes a series of strong, benefit-driven selling statements about your product.
A Core Message Platform™ is a comprehensive medical copywriting document that contains all relevant marketing and selling statements about your product or service. Its purpose is to serve as the “master message document” from which you can spin off all your essential marketing pieces.
You can be very flexible with how your Core Message Platform™ is organized. However, the ones I’ve written are typically divided into the following sections:
- Product tagline
- Description of your specific target market
- Explanation of the value provided by your product or service
- Description of how your product works
- A complete list of clinical market research facts and figures
- Unique selling proposition statement
- Emotional selling proposition statement
- Product positioning statement
- Testimonials from product champions
- Core message benefit statements
- Core message benefit statements designed to overcome anticipated product objections
When all your marketing claims must be worded carefully and substantiated with clinical data, having a pre-approved Core Message Platform™ from which to write your marketing content is a must.
Why? Because it saves you a lot of time and assures your marketing messages are consistent and compliant with legal and regulatory guidelines.
Plus, working from a Core Message Platform™ ensures your communication materials don’t stray into an area where you write about your medical device in an “off label” manner. This of course can result in a warning letter from the U.S. Food and Drug Administration (FDA) that sets your marketing efforts back for months, or even years.
For all these reasons, a Core Message Platform™ should be the first marcom piece you write for your medical devices and healthcare services. You can then use your completed platform as a springboard for writing a wide range of high-impact marcom materials that have a consistent tone and message.
This is crucial to your marketing success …because repetition of message builds reputation of product.