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Scientists outside of science
Many scientists catch the research bug as children. For some, the inciting incident was the gift of a plastic, purple microscope; for others it watching science shows on TV or collecting insects and watching birds in the garden. As we get older, we discover new dimensions of knowledge, from the complex processes happening every second in our body to the enigmatic systems that govern the whole universe.
Many science communicators become so by chance. We found more joy during presenting or teaching, or wanted to dip our toes into something new after working in a lab for years. Academia can also be an exhausting maze for those who prefer a fast-paced environment. For some of us, we just aren’t suited for the lab… a creative mindset and penchant for talking can sometimes be a hindrance during methodical tasks!
What’s the difference between a writer and a scientific writer?
A writer can be talented in many different areas, but normally they specialize in one. For example, if you read a news article it is usually written by the “Health Editor” or “Political Correspondent”. We are scientific copywriters, and our area of specialization is life sciences. This means we write copy (content) and understand the science concepts that underpin it. Even if it is not directly in our specialist field, we have the tools to do our own research to get there. We translate stories into a format that everyone can understand.
As a small disclaimer, just because we are not practicing does not mean we are not devoted to life sciences. We still keep up with scientific trends and news in our daily lives!
What’s the advantage of having scientific copywriters?
Less time to brief
With our background, we require less time to understand and communicate your needs.
An extra pair of eyes
We bring an extra pair of eyes that can catch subtleties non-scientists might miss. Every so often, we catch some technical or scientific mistakes in the texts our clients send us!
Tackling sensitive areas
Whether it be emotional or taboo topics (e.g. sex, pediatric medicine…) we are trained to handle it in the best way possible, making sure that the information is both accurate and compassionate.
Proposing content based on the science
We understand the potential for different communication avenues for your product or service and brainstorm that internally. When we create, we include the most recent research literature and references for robust, scientifically accurate texts.
Knowing your audiences
As it says on our page: “we know the life sciences market because we’ve been there”. Our experience spans academic and corporate backgrounds and so we have encountered many researchers, investors, media, etc. We know which channels work for which audience and which messages are appropriate.
A connection between other areas – design, media…
This may not be the case for all copywriters, but at QbD B&C we also act as internal translators. We bridge the gap between different collaborators, ensuring that designers and other colleagues fully grasp the scientific story and point their creativity in the right direction.
Let’s dive into an example
A client of ours has created a product that can replace a procedure that usually takes a long time in the lab. The first step for us is to understand what their product does. This usually comes from our experience in the lab. Secondly, we need to think about why it is unique, what will convince people to stop using the old method and switch to this new one. Here is where the blend of scientist and communicator comes into play. We understand that the previous technique was time- and resource-consuming and this new one would speed up the work. As communicators, we need to put that understanding into convincing words for people who are knowledgeable about or unfamiliar with the technique.
Next, we need to think about what communication materials would be useful and appropriate to use. Do they have a website? What does their brand look like? What resources are available to establish them as a trustworthy and knowledgeable organization?
We created a new visual identity based on a rework of their existing logo and guided them towards a catchy tagline. We then used these elements to create a clean and easy-to-understand website, with an eye-catching template and distinctive infographic style which has attracted very positive feedback from contacts at conferences and presentations.
From there, we created a comprehensive outreach program based around continuous adjustments and additions to the website. We monitor the performance of this and continue to adapt both our tactics and create new assets like white papers and app notes to achieve our client’s goals.
