Before, I thought medical and health copywriting was just about writing catchy phrases for drug adverts.
Now I know it is about writing content with a clear objective. Moreover, it is about reaching your goals.
Curious about how it works? Here I’ll explain to you what most people do not know about copywriting in healthcare.
Copywriting is writing to achieve your goal
Your aim can indeed be selling a new medicine or treatment, or it could be increasing awareness over new scientific findings, collecting more citations, more patients, or getting your paper published (or changing the world, you name it!).
Whatever your goal, in healthcare projects copywriting is the solid bridge between medical knowledge and the public.
Presenting your reader with an inspiring message about scientific content requires marketing strategies to make your content stand out from academic or technical writings.
Marketing: oh what a mundane concept! Or, is it?
The truth is that copywriting is a powerful marketing tool.
Wait, you might be thinking: what, sales? Precisely what I also thought at the beginning. But bear with me here.
Out of ignorance, I once thought it was a superficial tool that manipulates the public. But, it is more organic than I had initially thought. Indeed, it is very profound and related to our basic instincts and needs.
Now I know marketing can influence all aspects of people’s lives. And it gives us the opportunity to make a real impact on people.
Today, marketing helps you reach your goals wisely, not just by chance
Marketing is no longer about hanging a sign at a crossroad and hoping that your prospective client passes by and captures your message.
Today marketing is turning to the particular needs of women, men and children; to every delicate and unique snowflake that each person is. And it is snowing like crazy out there!
Copywriting makes sure that the right information reaches the people that need it.
Plus, in a way that the reader understands and enjoys.
Sounds logical, right? But there is a lot of work behind health and medicine content that not everybody is aware of.
Getting the reader to sit straight and read health or medicine related content requires a writer that can transform scientific knowledge into a sexy message.
Copywriting in the expanding digital universe is indispensable to communicate your idea
In your project, copywriting is the agent that moves your reader to action. Copywriting is the art and science of writing well, so your reader can not only understand but also enjoy and commit to your message.
In simple words: you seduce your reader with words.
When you believe in your project, your reader perceives it
Copywriting is far away from “selling smoke.”
The primary foundation to explain the benefits of an idea is to believe in it. Only when you are confident about your project, can you make other people feel excited about it. It is contagious and makes your project irresistible.
Medical and health copywriting
Medical and health copywriting develops in the intertwining of 2 worlds, biomedicine and targeted journalism.
In healthcare projects, the copywriter writes compelling texts that on the one hand reflect the scientific information behind a product or idea and on the other hand attract the audience.
But typically, medical content is excessively technical, tedious or extremely difficult to understand for a non-technical reader.
That happens because not all copywriters are medical or health copywriters. And not all biomedical scientists or medical doctors are by default, excellent copywriters.
Writing persuasive texts requires both creativity and technique
It is true that there is a significant ingredient of creativity, but here creativity evolves among a set of limits and guidelines.
These guidelines give the text the power to move the reader to take action. Some writers get to this point more naturally than others. But perfection needs practice.
Good writing is not a natural gift. You have to learn to write well. David Ogilvy
When it comes to writing about sensitive health topics, not everything is straightforward
You might be dealing with anxiety in your reader about a health condition. Or you may be talking about the properties of a vitamin. You need to be very precise about what you are saying, your sources and the implications of your message.
The social responsibility is high when you write to an audience that will make crucial decisions based on the information you provide them. But equally, the chance of making an impact in people’s lives is also high.
If our message is full of understanding and compassion, we’ll be able to remove fear and anger from the other person. Thich Nhat Hanh
What medical and health copywriting can do for your health project
Your readers will trust you if they understand the benefits of your product or idea. Your content will convince your reader that you know what you are talking about because scientific evidence supports it.
You will be the best option for your reader because you will be giving solutions to her needs.
A medical and health copywriter will understand the scientific facts and will make them shine under the eyes of the reader.
And writing high-quality health content is hard work. But it pays to invest in quality writing and acknowledging the interests of your readers.
Your reader is looking for solutions to her problem, and you have the information that can help her.
Copywriting will make sure your reader grasps the benefits you offer and will turn her from a passive bystander to a hero, ready to take action.
And in the long run, helping people understand scientific facts behind any given project or product is a goal worth working towards.
What do you think? I would love to hear your comments and questions!
The elements of style, Strunk and White
On writing well, William Zinsser
The art of communicating, Thich Nhat Hanh