| "We take the fear out of research and health science communication." Chris Atack, Atack Associates |
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Chris Atack
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Would you like to read an article on:
- The health benefits of beer
- Gzowski's last stand the famous broadcaster's final battle with COPD
- Complementary and alternative medicine in breast cancer
- Asthma medications tricks, truths and myths
- The looming shortage of orthopedic surgeons –- and why it's bad news for Boomers
- Lung cancer: blaming the victims, starving the research
Thoughts on article writing:
An ongoing challenge is to maintain the delicate balance between information and entertainment. Too much information, and readers zone out. Too little, and they feel cheated because the read didn't pay good dividends in terms of knowledge acquired.
Language and style must be carefully adjusted to the audience. What works for the retiree thumbing through a consumer magazine will likely turn off the busy cardiologist reading a medical journal. (Duh!)
We try to add value by searching out unusual insights and by showing how readers can actually use the information in the article in daily life. If possible, we like to include sidebar items such as interactive quizzes or recommendations for further reading.
In our view, articles should be fun. At the same time, they should leave readers feeling they have invested their time wisely -- that they have learned something worth knowing.