NEW JERSEY, January 6, 2003:

One of the most overlooked aspects of Rx ad campaigns is the tone of the copy. When you have to write -- or approve -- copy for the sales aid or the journal ad, ask yourself about the writing: is the tone of this piece appropriate? Does it connect with the audience? Does it use the language of the customer? Does the copy reflect the truth about the health issue being addressed -- and does it speak appropriately about the brand's ability to treat the health condition?

If the copy is addressing a serious health condition, then the copy should reflect a similar sense of serious tone. Conversely, if the brand is indicated for a health condition that lends itself to a more lighthearted approach -- nasal congestion, for example -- the copy can also reflect a similar light hearted tone.

When the tone of the copy is incorrect, then the opportunity for brand intimacy is lost, and there is a loss in sense of trust -- in the brand and in the company. When the tone of the copy is correct, however, the customer appreciates the sensitivity, the sense of trust is strengthened and brand intimacy is acheived.

PositionInk is a weekly column that addresses issues relevant to pharmaceutical marketing. If you want to contribute an article, or suggest one, please call 908-507-7379. Or email to info@rxme.com.