The Writers' Block
Welcome to the Writers’ Block: a place for the behavioral copywriters at MicroMass Communications to showcase our outside interests, skills, and ideas that aid in our collaborative efforts and creative force.
In these posts, you’ll learn about our process, insights, writing styles, and behavioral skills that piece together to create compelling copy for health behavior change.
Take a look inside the creative brain of our team.
#WriterWednesday: Get to Know Christine
This #WritersWednesday, we spoke with Associate Creative Director Christine Eddinger. For those who don’t know Christine, she’s an avid traveler with an affinity for the UK. She’s always quick with a witty joke, and also quick to lend a hand or share some encouragement to another writer. She holds an MA in Creative Writing, and has a real passion for her craft. Because of this, we asked her what kind of writing she enjoys outside of her role at MicroMass:
“When I leave work and have a thought that keeps rattling around inside my head, I write short stories. It’s a chance to explore topics I want to think about more deeply. They’re stories about people in particular moments just outside their normal everyday lives. Like a mother coping with a daughter who thinks she’s a horse or a couple dealing with the aftermath of a hurricane and a rejected marriage proposal at the same time. I think how the characters handle these moments tells you who they are and what life is like when you’re not on automatic pilot.”
A fun fact about Christine: In elementary school when I would write stories, I would include “About the Author” sections to make them seem more professional.
What’s your story?
#WriterWednesday: Get to Know Kellie
Inspiration is essential to creativity. Read about what inspires Behavioral Copywriter Kellie Powell.
“Trees make me feel strong, calm, and ambitious—like I can write a symphony despite my inability to read music. I grew up climbing trees, notebook in pants (you need 2 hands to climb a tree). Shielded by the branches and tremendous height of the tree, I could take notes and commentate on the animals and neighbors on the ground. This experience stands out as one of my earliest memories of writing, not because I had to, but because my subjects needed me to tell their story. How else would anyone remember the innocent gardener snake that was mutilated at the paws of my neighbor’s cat? 20 years later, I’ve held on to my fascination with trees.
Through this thought experiment, I’ve come to realize that trees inspire me because of their unique perspective. They see everything from a higher level, yet they stand in the weeds, grounded in reality.”
What inspires you?
Step into our side of the MicroMass office and you’ll see more than a bunch of people hunched over computers. Over here in creative, you’re as likely to see people laughing as you are to see us huddled in thought.
First, you’ll probably notice the giant jigsaw puzzle on the community table. If you take a look around, you may notice dozens of googly eyes affixed to one writer’s desk, and a menagerie of Star Wars action figures surrounding an art director’s workstation. You may notice that many of our writers and art directors have photos of themselves with Tom Selleck mustaches scribbled on. You may find a quantitative analysis of one employee’s tendency to give out high-fives.
I hope you’ll notice, as I did when I arrived, how welcoming everyone is. This good-natured atmosphere is fundamental to the work we do at MicroMass.
I’m one of 10 behavioral copywriters currently on staff. To do this job, it takes more than just a grasp of science and the complex processes of the healthcare system. It means we must understand how people think, feel, and act—and why. It takes both halves of our brains: the half that reasons, and the half that feels.
Here, human health behavior is our specialty. Behavior change applies to everyone. As humans, we all face moments which force us to consider a change in our behavior. Each piece we write, whether it’s an email, a website, a video, or a brochure, is rooted in empathy and behavioral insight. The behavioral content team is trained in evidence-based behavioral approaches. These approaches guide us in how we write to patients. We encourage realistic goal-setting, self-compassion, and self-awareness. We give people the building blocks of behavior change.
As we write, we draw on our own experience, our own relationships. This helps us transcend what readers expect from a piece of pharma copy.
To me, it’s clear that our genuine affection for each other in the office is fuel for the work we do. Don’t get me wrong—it’s not all googly eyes and high-fives. We take our work seriously, and it is serious work. Still, we dive into new topics each month with Lunch and Learn potlucks. We celebrate Dictionary Day with a party and a bookworm cake. This team runs on a need for cognition and a need for diversion. One does not happen without the other.
So, stop by our office and enjoy yourself as we set loose our inner geeks. You’re welcome any time.