Writers' Perspective: Award Recognition
MicroMass was named a finalist for the 2018 MM&M Awards for work on the ZEJULA My Way Patient Support program in the Use of Relationship Marketing category. The finalists will be announced in the August 2018 issue of MM&M and recognized at an award ceremony in October of 2018.
The primary goal of the ZEJULA My Way Patient Support program is to empower women taking ZEJULA to take an active role in their treatment. One of the writers who contributed to the development of this program is Senior Behavioral Copywriter, Johnny Knight. The Writers’ Block asked Johnny what relationship marketing means to him.
Here’s what he had to say:
Relationship marketing is about recognizing other people’s humanity. Any relationship is stronger when we think about what the other person is experiencing, empathize with how they feel, and acknowledge the challenges they face each day. It’s tough to square the word “marketing” with this approach—it implies we’re trying to promote ourselves or get people to spend their money. How can we create a meaningful relationship with people we may never meet, a relationship that will genuinely help and support them?
When we write for women living with recurrent ovarian cancer, establishing a relationship is especially important, because these women are in a place of total uncertainty. They’ve been through the initial diagnosis of cancer and at least one round of chemotherapy, then gotten back on their feet only to learn that the cancer is back. They’re already exhausted. They’re in the midst of an emotional earthquake that has changed the lives they knew. What can they do to keep going?
When we write emails, website copy, and starter kit materials, we have to keep all of this in mind. Our goal is to help women with ovarian cancer regain some hope and give them the skills to process what they’re experiencing.
When people get a patient starter kit in the mail, we want them to feel supported from the beginning. They open a box that’s artfully designed. Inside, they see paintings of strong women, activities, and ideas to help them with their emotional challenges; it doesn’t feel like it comes from the pharma universe. We never use the phrase “your cancer” or refer to them as patients. People with cancer are PEOPLE first. Ideally, we can remind them of that.
It’s not conventional marketing. Offering support during a difficult time is something a person does for another person. We use all our creative resources to help people with cancer keep their humanity and strength during a very dehumanizing process.
It’s effective marketing.
But it’s the relationship that matters most.