A step by step guide to creating new promotional claims

Adding a new claim to your campaign requires careful handling to ensure it's not only medically sound but also fits well with your campaign's goals. This guide will walk you through seven crucial steps to evaluate, fine-tune, and smoothly integrate new claims. From gauging relevance to assessing value, confirming reliability, and crafting clear messages, each step plays a vital role in shaping the outcome and effectiveness of your campaign. By thoughtfully considering aspects like your target audience, scientific credibility, and visual presentation, you'll navigate this process with confidence, ensuring that every claim enhances your campaign's impact while maintaining its integrity and effectiveness.

Step 1: Assess relevance (Is it appropriate?)

Before adding a new claim, it's crucial to determine if it's suitable for inclusion. Consider factors like the target audience, line of therapy, severity of the disease, and age group. Ensuring alignment with your campaign's focus is essential to avoid potential issues like off-label promotion.

Step 2: Evaluate value (Is the Juice Worth the Squeeze?)

Evaluate whether the new data adds significant value to your campaign. Compare it to existing claims to determine if it offers something unique or if there's already a stronger claim available. This strategic discussion helps prioritize which claims are worth pursuing.

Step 3: Assess reliability (Does It Hold Up?)

Verify the credibility of the data. Determine if it aligns with established scientific consensus or challenges existing beliefs. For studies, examine factors like study design, sample size, and endpoints to ensure the data's integrity and applicability.

Step 4: Craft clear messaging (Is It Plain English?)

Translate scientific language into plain English for better comprehension. Balance precision, accuracy, and impact to effectively communicate the claim's significance. Tailor the wording to resonate with the target audience while maintaining scientific integrity.

Step 5: Customize for each audience (Is the messaging catered to each audience?)

Adapt the messaging for different audiences, considering their preferences and understanding levels. Tailor the language and tone to resonate with healthcare professionals, patients, or other stakeholders effectively.

Step 6: Assess visual presentation (Does the layout affect the claim?) 

Consider the layout and visual elements when incorporating the claim into marketing materials. Ensure consistency with brand guidelines and optimize presentation for maximum impact. Visuals, such as images and graphics, should complement the claim's message.

Step 7: Evaluate impact (What’s the overall impression?)

Assess the overall impact of adding the claim to the campaign. Consider how it affects the balance between efficacy and safety messaging and the overall impression of the piece.

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