The brief:
Mitsubishi Gas Chemical (MGC) is one of Japan’s leading chemical manufacturers, active in a wide variety of other businesses, one of which leverages proprietary technologies to develop innovative pharmaceutical and medical materials. This sector of its operations developed OXYCAPT, a storage material for pharmaceutical liquids that outperforms current standards. Basically, OXYCAPT helps medications stay safer for use for longer periods of time when compared to other materials.
The challenge: MGC needed an article unveiling the new material for their website. However, the article could not simply announce its release. It needed to explain the current materials used for pharmaceutical storage and delineate why OXYCAPT outperformed them in scientific testing conducted by the R&D division of the company.
My role:
I was in charge of researching and writing the article from start to finish. Sounds simple enough for any other product, but this was for a niche, technical, market sector of the pharmaceutical and medical industries. I needed to clearly articulate the gravity of the breakthrough for an industry with which I was previously unfamiliar.
So I wrote out a long list of questions (which, in hindsight, probably sounded like they were from the perspective of a 5 year old) that would help me grasp the intricacies of the testing process and the nature of the breakthrough. Then, I began interviewing professionals in MGC’s R&D department.
Highlight:
Before writing, I also needed to ensure the article would rank highly in search engines to reach target readers and prospective buyers in the industry. I began business research, competitor analysis, and keyword searching. A challenge presented where the topic at hand was highly niche, but queries were broad and generalized. I had to weave general content phrasing into an article about a specialized niche industry product.
The result is a well-ranked article that grabs buyers via SEO strategy, yet appeals to professionals using industry vernacular via the content and presentation of the breakthrough.
