Wrong Direction on Stem Cells


By Betsy Raymond Stevenson, posted August 25, 2010

U.S. Judge Rules Against Obama’s Stem Cell Policy


By Betsy Raymond Stevenson, posted August 24, 2010

Finding a New Way


By Betsy Raymond Stevenson, posted October 13, 2009

“The audience professional communicators end up writing for is the one that has to approve the message, not the one that has to consume it.” Jason Falls, Social Media Explorer

Jason’s statement is true for more than social media outreach. Many pharmaceutical and biotechnology companies that would never consider putting out an untested product message, still don’t pre-test their corporate messages with the audiences they want to engage, like industry thought leaders, investors and physicians.

For many corporate communicators, the most challenging part of message development is convincing senior management that pre-testing is worth the time and money.  Granted, running focus groups, especially for these expert audiences, is not inexpensive.  Online research companies like Zoomerang and SearchMonkey have made it cheaper and easier to test all kinds of information with consumer audiences, but they aren’t as helpful if you want to test messages with biotech investors, for example.

Read on …
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