Writing and Editing

Developed for the Pharmaceutical Research and Manufacturers of America

Since 2003, the Pharmaceutical Research and Manufacturers of America (PhRMA) has looked to Captus for its signature publication: the annual industry profile. Putting together the book, which is much like other companies’ annual reports, is a big job that starts months before the final product is released.

After meeting with the PhRMA team, a Captus writer draws up an outline that, after months of research, writing and editing, ultimately becomes the profile’s text. The book covers such topics as annual worldwide sales, research and development costs, issues facing the biopharmaceutical industry, health concerns, and corporate giving.

The design department is tasked with coming up with a unique look for the book every year — a look that will carry across multiple projects and formats, including a PowerPoint presentation and a laminated card of key facts.

The industry profile is one of the most-used publications at PhRMA, serving as the go-to for the latest industry information.

The Biotechnology Institute asked Captus to write the first in a series of position papers on the critical need for reform of science education in the United States. The Biotechnology Institute, in conjunction with national scientific and educational organizations, including the White House Office of Science and Technology Policy, is dedicated to educating teachers, students and the public about the promise and challenges of biotechnology.

The American Academy of Pediatrics asked Captus to help them develop a manual to assist pediatricians when talking to patients with limited health literacy, meaning those who just don’t understand health issues, as well as those for whom English isn’t a native language.

Captus worked with dozens of specialists to develop the copy, researched the issue of health literacy, advised the client on how best to present the information and, in the end, provided AAP with a complete manuscript.

Printed in 2008, Plain Language Pediatrics includes tips on talking with patients and, more importantly for pediatricians, their patients’ parents, in terms they could understand, despite any limits to their literacy.

The book, broken out by health condition, includes lists of common health-related words and the plain-language counterparts that pediatricians can substitute. Captus also developed “patient stories” that demonstrate common pitfalls and ways to improve communication and, therefore, improve patients’ compliance with treatment.

The book also notes special cultural exceptions and explains how various cultures view certain conditions. For example, families that believe in traditional Chinese medicine often believe in the yin-yang of disease. According to traditional Chinese health beliefs, diseases are caused by an imbalance of the yin (the passive, cold and wet) and the yang (the hot, active and dry). ADHD may be seen as an excess of yang.
The final product also includes plain-language handouts in both English and Spanish that pediatricians were encouraged to distribute to their patients.

Facing image assaults on many fronts, the Pharmaceutical Research and Manufacturers of America (PhRMA) wanted to arm its representatives across the country with answers to many of the questions that are asked of them in the field. After listing the issues and providing some basic information, PhRMA engaged Captus to create a toolkit to educate the field representatives about issues surrounding the pharmaceutical industry.

The issues fell into three categories: Prevention, Access and Innovation. The fact sheets covered a broad array of issues, including direct-to-consumer advertising, medical liability, disparity of care, using medicines safely, and personalized medicine.

Captus researched and wrote a two-page fact sheet on each issue, and then compiled the sheets into a three-panel folder designed by the Captus art department. PhRMA was so pleased with the toolkit that they hired Captus again to reengineer the issue sheets into a notebook for another PhRMA program designed to educate  industry employees.

When AAP undertook the revision and update of the Bright Futures Guidelines for Health Supervision of Infants, Children and Adolescents, 3rd Edition, they turned to Captus for health writing, reference research, and editorial assistance to produce the 600+ page publication, which is considered the gold standard of pediatric preventive care.

This award-winning book, which was years in the making, provides a wealth of information, which Captus writers then adapted and repurposed into: Captus also led the redesign of the Bright Futures Web site, including writing content, developing monthly health promotion messages, and writing and producing videos to promote awareness of the initiative and the third edition of the guidelines. Captus’ program development, writing, editing, Web site maintenance, strategic planning services, and support are ongoing for this important child health promotion initiative.