Working on a healthcare account is really the least sexiest account you can work on. Because everything your write and show needs to be backed up by claims. Yes, the dreaded claims document that tries to keep the company from not being sued because they falsified results.
Your copywriter should always receive a copy of this because frankly, the claims document is their back up. And when you send pieces through to be reviewed why the medical and legal team, they will scrutinize the copy to make sure that whatever has been written can be backed up.
The claim document has the following and we’ll use the benefits of laughter as an example:
Claim: The phase you can use in the tactics that is substantiated by a reference “The effects of laughter and exercise are very similar,Combining laughter and movement, like waving your arms, is a great way to boost your heart rate.”
Claim Support: How did they come up with that claim? What back up do they have that makes the claim true “ William Fry, claimed it took ten minutes on a rowing machine for his heart rate to reach the level it would after just one minute of hearty laughter. Laughter appears to burn calories, too. Maciej Buchowski, a researcher from Vanderbilt University, conducted a small study in which he measured the amount of calories expended in laughing. 10-15 minutes of laughter burned 50 calories.
Mandatory Footnotes: Not always required but sometimes you have to put footnotes in the pieces you created. “Robert R. Provine, professor of psychology and neuroscience, University of Maryland, Baltimore County; author, Laughter: A Scientific Investigation.”
Type: Usually where you can use it. For example, is only for promotions, or TV commercials.
Have you worked with claim documents? Heaven or hell?