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Set Up for Copywriting Success

Year
2018
Those in the medical industry should be familiar with the name Surescripts. Launched in 2001, the Virginia-based company has become the nation’s most trusted and capable health information network. After launching a new Surescripts Network Alliance website, we further helped our partners with a Content Framework and Input Document that streamlined internal creation.

Surescripts Network Alliance rallies nationwide members to enhance prescribing, inform care decisions and advance the healthcare industry at-large. Mindstream designed a modern site with a foundation in storytelling. Surescripts was responsible for those stories—nobody knows the industry or audience better. Yet, they still needed help with the technical aspects of what content was needed and where.

THE APPROACH

Much like a digital style guide, our Content Framework explains the content displayed on a given page with rules, best practices and helpful reminders related to copy. First, we took an inventory of all the pages Surescripts would need guidance on writing. Then we parsed those pages out by headlines, sub copy blocks, specialized modules and more. 

What did we give guidance on? Everything from character count limits to formatting standards like when to bold text. We also interspersed basic lessons on things like in-text links, where copy should be evergreen and how functionality might impact copy. We followed these up with simple examples to drive the point home.

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As a companion to the framework, our teams created a convenient Input Document. This deliverable—made collaborative and sharable thanks to Google Docs—is where Surescripts could input and review copy once written. Sections were separated by page element, with a reiteration of character counts, to make the process flow as smoothly as possible.

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The Results

Companies like Surescripts value autonomy. They’re always one step ahead of the industry, and create large volumes of content around it every day. There’s not a need for much external copywriting. For us, Content Frameworks are an opportunity to make copy as effective and cohesive as possible. We can explain the interplay between copy and content management systems, while offering writerly asides that help when really putting pen to paper (…or fingers to keys). With this guide, Surescripts could continue to create site content on its own. It also had a resource for on boarding writers unfamiliar with the project.

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