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Writing
Copy For Marketers of
Medical Products and Services
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Whether
you're marketing to patients or health care
providers, an 'insider' in the medical profession would
be better qualified to write your promotional literature.
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Dear Medical Company Marketing Director,
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Why choose a medical copywriting specialist?
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A company marketing to physicians and health-care providers would best be served by a writer familiar with medical terms
and practices.
A writer having a medical education would have a better understanding of the target audience
whether they are patients or practitioners.
More importantly, a medical copywriter would be easier for your
marketing department to work with than a typical freelancer.
Also, writing medical copy entails researching various topics related to what is marketed. And this involves
reading through medical literature. A general consumer or B2B copywriter
would take more time extracting relative facts and ideas from medical
journals and periodical literature.
A common task in writing medical or pharmaceutical copy is to
include the results of a double-blind clinical trial into the copy in a clear and meaningful manner.
A copywriter not knowledgeable about medical topics would take longer to produce accurate and effective copy, especially if there would
be need for a lot of editing and verifying with company
staff.
Special Attention to Detail
Writing for the health market requires
special attention to detail, since the health industry as a whole is under
scrutiny of governmental agencies like the FTC, FDA and the Department of
Health and Human Services. Among some of important tasks of any
health market copywriter are:
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Doing extensive research on what is marketed to assure
credibility and accuracy of claims.
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Expressing credibility to claims by including
quotations from reliable resources and testimonials from satisfied
customers.
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Being careful about the use of words like cure,
treatment, remedy, relief so as not to include inaccurate and
misleading claims. Such statements would draw attention from the
FDA and other government health agencies.
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Knowledge of the basics of health science, including
common diseases for claims to make sense to those among
potential customers who are more knowledgeable in the medical field
than the typical consumer.
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Making sure illustrations used in the promo accurately
represent any condition or concept in supporting the written copy.
My name is Francis M. Ardi and I received my M.D. in 1982 but am
not currently engaged in medical practice. I obtained formal copywriter training from AWAI
(American Writers and Artists).
My experiences include writing landing pages for information products
including several health information products. I have also written white papers for software and special service companies.
Because of my medical training, I can relate well to whatever health
providers you are marketing medical equipment or pharmaceuticals to.
Take a look at the writing
services listed on this page. Then call or send me an email with
your specific queries or requests.
To Your success,
Francis M. Ardi
P.S. My contact information is at the bottom of
this page.
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Promotional
Writing Services
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| White Papers - sales documents that combine the elements of an article
or report and a brochure. The purpose of a white paper is to generate
inquiries and sales leads by supplying information to decision makers.
White papers are focused on a generic solution to a particular problem.
No mention of the product or service by name early on. |
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Case Studies - also known as success stories, are an account of how
a particular product or service has been of benefit. How a health care establishment has improved patient experience
like shorter wait times, or how a device has improved the effectiveness
of physical therapy, etc. These can also be used for generating
sales leads and inquiries and can supplement brochures and white papers.
They are powerful sales tools because they pack a lot of credibility. |
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Brochures - writing the items of text and working with graphic designers
to add photos, illustrations, layout, etc. for brief product information
for the purpose of building brand and generating inquiries. |
Brochures are also used as patient education materials in outpatient
clinics - another form of brand building and establishing thought
leadership of the company. |
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| Direct Mail Packages - used mainly by alternative health product marketers.
These include a sales letter, order form, plus a brochure or cut sheet (optional)
and a return envelope. |
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Landing Pages - are long-copy sales letters in the form of a web page.
These are used for consumer (patient) marketing of alternative health
or health information products. |
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Emails and Blog Posts - these are short messages used mainly for
brand building and often in conjunction with landing pages.
An email could have a link to a web page selling a product. |
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Web Content - This could be any task involved in enhancing
a web site, from writing articles, editing existing content, etc.
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Click here to view writing samples.
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Two Column
Formatted
White Papers
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Click on image above. |
| Narrower
main text column enables easier and quicker reading. |
| Auxiliary
column at left allows you to add photos, quotes and graphics. |
Samples Available |
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Click
Here for Details. |
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