Creative briefs can be revised for a variety of client needs and expectations. They are an overview of the creative process to inform a deliverable. Brief, powerful, and informative are useful adjectives to help direct development. I have used briefs with as many as 20 different questions so the granularity isn't compromised but the answers should be succinct and focused.
1. The What--What is being created? This could be a need assessment, industry report, slide deck, anything that requires focus and attention. Just write one sentence. You don't need to include background information or unnecessary detail.
2. The Who--Define your target audience. Are the end-users primary care providers, specialists, or patient populations? This one is tricky. You need granularity beyond simple demographics. Rheumatologists in practice for 5 to 20 years prescribing drug x instead of guideline recommended drug y.
3. The Why--Write clear, actionable, and measurable objectives. Are you trying to change a behavior? Increase awareness? Stop a behavior? Clarify a business need?
4. Single minded propostions--What is the single most motivating and differentiating thing about the brand or product to communicate? - ONE compelling reason. Here is where you consider disadvantages of not prescribing, pricing characteristics, surprising or unusual attributes, downstream impact, etc...
5. Substantiate--Why should I believe you? Is there data to support your proposition? You need to establish credibility.
6. Intention--This should be a first person response. What beliefs, attitudes, opinions, behaviour do we want to change? How do we want people to think and feel about a brand?
7. Desired characteristic--Is the brand safer? More efficacious? Better targeted to a specific population? High-value?
8. Must haves--Know the disease state, business need, health policy implication, cost-effectiveness, and economics of your project. Keep it lean and to the point. If it’s not relevant to the patient/consumer--it's not relevant to the brief. Don’t just accept what your client tells you. Your value is thinking further than they have. Remember your job is to inspire great creative. You are PART OF the creative process
Thoughtful discussions about content development and outcomes analytics that apply the principles and frameworks of health policy and economics to persistent and perplexing health and health care problems
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In a world of "evidence-based" medicine I am a bigger fan of practice-based evidence.
Remember the quote by Upton Sinclair...
“It is difficult to get a man to understand something, when his salary depends upon his not understanding it!”
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