Tag: copywriting

Aha Media Group writer Teri Cettina switched roles, from health copywriter to patient, when she was diagnosed with stage IV pancreatic cancer. I had just finished a project for a children’s hospital website. It was a tough job. After all, medical writing requires a delicate balance. We need to provide clear, useful information while conveying… Read more

“That story sounds a lot like mine — if they can conquer [health problem], so can I.” One of the most powerful ways to connect with a healthcare audience is through stories. So how can you use patient stories to create authentic, meaningful connections with your audience? Take a look at these 5 hospitals —… Read more

To reach more patients, sometimes you have to make like Beyoncé and change your (page) name. Developing clinical program and service names is not for the faint of heart: The name needs to reflect your clinicians’ expertise, honor financial donors and align with your organization’s mission. But often, a name that checks those boxes is… Read more

Think beyond medical specialties and office locations: Your physician bios can be an integral part of your healthcare marketing strategy and even bring in new patients — if you do them right. As a healthcare marketer, you should craft a smart and efficient physician bio strategy by figuring out what patients want. Which is …… Read more

CASE STUDY: Train your staff to write better emails and increase content downloads by 900% In 2018, a mutual financial services company found that their financial representatives were disengaged from employee-facing content. Employees were ignoring company emails and taking time from client meetings to dig for necessary content. That’s when the company’s communications team turned… Read more

Imagine this: You partner with a content agency. Google loves the content your healthcare brand is publishing. The positive results start generating. You’re happier. Your team is happier. Your boss is happier. You don’t have to revisit the project any time soon because the quality content lasts. It does what you need it to do…. Read more

Health content communicators and marketers: How can you raise your content level from “resonating with the audience” to “motivating them to take action?” You know your target audience: They have questions about their health and they’re looking to you for answers. You know how to reach them: Write empathetic, factual content that trumpets your brand’s… Read more

Get ready to write about GERD. (And diabetes, bunions and concussions.) Patient education materials are the new must-have for a successful digital marketing strategy. You need online content describing conditions, tests and treatments for the information-hungry consumer. Yes, this type of health information already exists on sites such as WebMD. But why lose users to… Read more

If you’re still writing about “drug addicts,” “alcoholics” and “substance abuse problems,” it’s time for a refresh. Healthcare writers need to write about substance use disorders with the same support, empathy and sensitivity we use for those with cancer or heart disease: We’ve learned a lot about the disease in the last 60 years, but… Read more

Not everyone in your audience wants to “live their best life” or “get back to an active lifestyle.” Some simply wish to feel better. It’s time to turn the spotlight on a health topic that can help them: palliative care. This crash course in palliative care content discusses what this service is (and isn’t), why… Read more