Editor/Writer, published by Specialty Pharmaceutical Distributor
A quarterly publication of ASD Healthcare/AmerisourceBergen, InsideOut was a marketing tool used to generate specialty product sales. Article creation was strategic and simple: explain rare diseases and the specialty pharmaceuticals used to treat them. Since the publication included a product catalog, the majority of specialty pharmaceuticals mentioned in articles were available from ASD Healthcare.
InsideOut also served to enhance AmerisourceBergen’s Thought Leadership (positioned as “Knowledge Driven”), advocate for affiliated non-profit organizations and reflect ASD Healthcare’s “True Blue” culture.
Until the third quarter of 2018, the publication was printed and distributed to ASD Healthcare customers (health system pharmacists, specialty pharmacies and physician clinics). A digital version was publicly available on ASD Healthcare’s website.
We repurposed content from InsideOut for social media (Twitter and LinkedIn) and the ASD Healthcare Blog (Inform + Connect). The Blog also contained stories written by me and published on AmerisourceBergen’s intranet.
Web & Digital Content
Unlike printed collateral, which typically flows sequentially (page-to-page), digital content is unilateral, providing a “click'-through” experience for the end-user.
Although websites typically are open to the general public, content tone and style generally cater to a specific audience and targeted market.
Senior Communications Specialist (aka Copywriter)
Copywriting for marketing collateral is very different from creating editorial content—most consumers prefer bulleted information that is easy to read and quick to digest.
For today’s busy consumers, it’s important to keep copy to a minimum. It’s also important that the design and copy compliment each other. Too many words or a busy design can detract from effectively communicating the intended message.
My samples range from brochures to ASD Healthcare ads published in InsideOut, slicks intended as ice-breakers or leave-behinds, and ads for insurance companies located in California.
Additional Communications (newsletters, white papers, user manuals & blogs/employee communications)
I always write with the reader in mind, especially when content addresses a specific audience. Copy styles, including tone and language, tailored to an audience more intimately connects service/product providers to their market.
For example:
Newsletters written for a specific audience generally contain terminology familiar to the reader;
White papers explain the relevance of a product and/or service and generally apply an authoritarian tone to convey expertise and leadership;
User manuals require simplified language to instruct end-users who are unfamiliar with the product/service/technology;
Blogs/employee communications frequently use friendly, conversational tones to promote corporate goals, ideas and cultures.