You have to gain their confidence. You have to gain their trust.
There's an art and science to marketing and promoting the sale of pharmaceuticals, therapies and medical products.
Patients want to hear how new medicines and procedures can improve their health, cure disease and help them live longer. They're also sensitive to whether their insurance will cover expenses.
Health care professionals are concerned with efficacy, tolerability, dosage, safety and affordability.
Whether reaching out to patients or health care providers, the copy must maximize the benefits of the drug, therapy or product -- without promising more than can be delivered.
When properly researched, conceived and written, this delicate balance can be achieved. And when it's achieved, marketing materials can help pharmaceutical companies reap big profits in what is a multi-billion dollar industry.