M e d i c a l A dvertising Evo l v e s op/writers Beginning in the 1990s the pressure on copywriters dramatically increased. Not only must the modern-day medical copywriter he a competent writer with a sound understanding of science and medicine, he or she must he able to write for the emerging new media. In addition to traditional medical journal ads and sales aids, today's medical copywriters are called upon to execute television commercials, radio, online, customer relationship marketing tools and more. Regardless of the medium, the copywriter still has to face that ominous blank page (or computer screen). The writer knows he has only a precious few seconds and even fewer words to capture a customer's imagination and make him want more. One venerable copywriter said, "Great copy should always make you feel a little uncomfortable, grabbing some customer emotion," forcing you to see the brand in new and different ways. Copywriters sit at the crossroads of knowledge, insight, and strategy, leading the way to commercial persuasion. No easy task. 15
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