Copywriting
When it comes to content, we’re an open book. Use Aha Media Group as your resource for creating healthcare content that works.
- Improve engagement
- Boost rankings
- Increase conversions
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Healthcare marketer, how can we help?
Here to learn?
Get the scoop on healthcare content creation from the ones who’ve done it for decades.
Looking for support?
Consider the healthcare content writing agency with proven expertise in your sector.
Trusted experts in healthcare copywriting
Healthcare marketing needs a mix of content. SEO writing, thought leadership content, patient education materials, and channel-specific assets vary in purpose, but each has a job to do. Aha Media helps you create content that works in sync.
Our approach to healthcare copywriting
We help the right person find the right information at the right time.
When a patient gets the care they need because of something they read online, that’s the power of healthcare marketing at play. Unfortunately, it doesn’t always happen that way. Not all digital health content is accurate and trustworthy. We fight misinformation with healthcare content that consumers can trust.
- Clarity
Clear communication benefits everyone. We’ve proven it, and we deliver it. - Consistency
Be a steady, reliable presence for your readers, across channels and over time. - Credibility
When creating content, we leverage your greatest assets: your experts and their research. - Conversion
Writing compelling content starts with knowing your audience.
Copywriting services
Looking for your partner in content?
Learn how our approach to medical content writing maximizes our clients’ return.
WRITING TIPS & TACTICS
Ultimate Guide to Healthcare Content Writing
Introduction to healthcare copywriting
It’s a beautiful day to save lives. It’s not a stretch to say that access to accurate health information can do just that. But reliable medical information isn’t always accessible to the public. Sometimes, it’s buried under misinformation, false narratives, and, more recently, questionable content that’s generated without human oversight.
Our job as healthcare content creators is to break through all the noise and reach patients with information they can trust. That means we need to create engaging, effective healthcare content — on every channel and in every form.
If that sounds like a tall order, Aha Media Group is here to help. Read our best practices for healthcare copywriting, organized by deliverable.
Writing healthcare website content
Step 1. Set goals for your website content
Optimized website content maximizes your return on marketing. It can help you:
- Increase appointment bookings
- Drive organic traffic
- Outrank competitor websites
- Earn greater market share
- Improve the patient experience
- Create a consistent brand after merger
Step 2. Follow website writing best practices
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Choose smart keywords
Target keywords you have potential to win and improve your chances with semantically related terms.
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Optimize for mobile users
Clear headings, bulleted lists, and short paragraphs and sections make website content mobile-friendly.
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Optimize your metadata
Include your primary keywords in page titles, meta descriptions, alt text, and URLs.
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Add strong visuals
Imagery makes posts pop. Ditch the stock photography for images of your facility, providers, and patients.
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Tell them what’s next
Use clear CTAs that tell readers what they can expect when clicking a button or link.
Step 3. Track if your web content is working
The ROI of SEO healthcare writing can be measured in many ways: organic traffic, conversions, captured keywords, search engine results page (SERP) position tracking, domain authority growth, on-page engagement time, and more.
Looking for web writers? Reach out to Aha Media Group for healthcare website content writing services.
Writing healthcare blogs
Step 1. Set goals for your healthcare blog
What results are you looking to achieve through creating medical blog content? Understand how blog posts fit into your greater content strategy. You may aim to:
- Increase SERP rankings
- Drive traffic
- Build topical authority
- Establish thought leadership
- Engage and educate readers
- Drive conversions
Step 2. Follow medical blog writing best practices
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Choose the right keywords
Think about what your audience is searching for and select keywords your brand can potentially win.
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Use keywords wisely
Incorporate keywords in strategic places: headings, subheadings, metadata, URLs, and body text.
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Know your readers
Choose blog topics based on an understanding of your audience’s pain points, needs, and questions.
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Link to helpful resources
Relevant internal links keep readers engaged with your content. Relevant external links are good for SEO.
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Call readers to action
Direct them to take the next step: book an appointment, visit another page, or join your email list.
Step 3. Track if your healthcare blog content is working
Keep an eye on success metrics like keyword positions, traffic, conversions, and sitewide SEO results (since your blogs should help optimize your site at large).
Need support? Reach out to Aha Media Group for healthcare blog writing services.
Writing service line content
Step 1. Set goals for your service line content
Service line pages are hospital website MVPs. Every service line page should have a specific, measurable objective. Maybe you’re looking to:
- Increase SERP rankings
- Drive qualified traffic
- Convert readers to patients
- Increase market share
Step 2. Follow service line content writing best practices
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Write in plain language
Medical content can be confusing. Translate complex information into language patients understand.
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Target appropriate keywords
Incorporate the terms that patients search for in your content. They aren’t always (and don’t have to be) the technical medical terminology.
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Streamline the user experience
Use smart internal linking to help patients navigate around your health system’s website.
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Frontload important information
Use the inverted triangle approach. Start with the most important information at the top of the page.
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Write with empathy
As always, imagine the events and emotions that led patients and their family members to your content.
Step 3. Track if your service line content is working
Maximize your ROI by tracking your content’s progress and optimizing it regularly. Focus on metrics including organic traffic, SERP positions, ranking keywords, engagement time, and conversions.
Need a hand? Reach out to Aha Media Group for service line content writing services.
Writing for B2B healthcare
Step 1. Set goals for your B2B healthcare content
Set a goal for every piece of content that aligns with your business objectives. For example:
- Win keywords from competitors
- Increase organic traffic
- Book more demos
- Drive lead generation
- Nurture buyers to purchase
- Build brand recognition
Step 2. Follow best practices in B2B healthcare writing
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Play the long game
B2B buying cycles can be long. Nurture buyers and stay top of mind without constantly pushing the sale.
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Know your buyer’s journey
Produce content that nurtures leads with the information they need at every stage of the journey.
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Be clear and concise
According to our study, B2B buyers prefer plain language. Create content that’s actionable and easy to understand.
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Show your results
Physicians, executives, and engineers are short on time. Keep it brief and focus on your proof points.
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Stand out
Thought leadership content requires originality in thought. Bring a unique point of view to the conversation
Step 3. Track if your B2B content is working
With an extended sales cycle, how do you know your top- and middle-of-funnel content is working? Aside from typical SEO results, measure metrics that demonstrate reader engagement, like returning visitors, on-page engagement time, and email open rates.
Looking for a partner? Reach out to Aha Media Group for B2B healthcare content writing services.
Writing healthcare newsletters and emails
Step 1. Set goals for your email marketing efforts
As one of the few channels you truly own, email is an asset for healthcare marketers. Strong emails can:
- Improve patient engagement
- Drive traffic to your website
- Differentiate you from competitors
- Nurture relationships with consumers
Step 2. Follow email marketing best practices
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Offer real value
Email is more than a distribution channel. Give subscribers information they can’t find elsewhere.
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Encourage action
How can readers further engage with your brand? Don’t miss the chance to let them know.
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Choose a good cadence
Figure out how often your audience wants to hear from you. It might be every day — or it might not.
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Mobile-optimize
Screens are small, and mobile users’ attention is limited. Short sentences and bullet points are your friends.
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Attract attention
Give your subject lines a little more love. An extra 2 minutes of your time can make a major difference in open rates.
Step 3. Track if your email content is working
Are your emails and newsletters doing their jobs? Check out the metrics to find potential areas of improvement. Open rates, click-through rates, conversion rates, unsubscribes, and bounce rates can tell you what you need to know.
We’re here to help. Reach out to Aha Media Group for email writing services.
Writing healthcare social media content
Step 1. Set goals for your social media content
Social media keeps your brand top of mind and builds brand loyalty, helping you reach a variety of goals:
- Increase patient engagement
- Raise brand awareness
- Drive referral traffic
- Build community
Step 2. Follow social media writing best practices
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Create zero-click content
Don’t always push readers to your website or blog. Provide value directly on the platform.
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Keep tips bite-sized
People don’t always have the bandwidth on social media for extensive content. Keep it brief.
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Piggyback on trending topics
Think of the current events that may be on readers’ minds. Use them in your content to stay relevant.
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Optimize for mobile
Avoid long sentences and paragraphs, use lists, and ensure words in your images are large enough to read.
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Tailor to each platform
Content that performs on Instagram won’t always work on LinkedIn. Know the channel you’re writing for.
Step 3. Track if your social media content is working
It’s hard to tie social media marketing efforts to revenue, but you can still see if your posts are driving results. Pay attention to engagement-focused metrics and referral traffic from your social channels to your website.
Need help? Reach out to Aha Media Group for social media content writing services.
Writing patient stories and case studies
Step 1. Set goals for your patient stories and case studies
Patient stories and case studies bring merit to your claims and breathe life into your results. This type of content should aim to:
- Connect with potential patients
- Demonstrate your results
- Build confidence in your brand
- Convert readers
Step 2. Follow storytelling best practices
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Tell interesting stories
Ask physicians and staff members about complex cases or patient interactions that stuck with them.
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Speak with patients
Ask questions that get to the core of the experience to create a detailed story that resonates with your readers.
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Spotlight the data
Provide readers with hard evidence of how your brand helped a patient or client.
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Grab the reader’s attention
Make wise use of your title and introduction to show your audience that this is a story worth reading.
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Take a problem-solution approach
Your brand exists to solve problems for patients or customers. Highlight the kinds of problems you’ve solved.
Step 3. Track if your patient stories and case studies are working
When you publish this type of content on your website or social media, track metrics that demonstrate audience engagement: likes, comments, and on-page engagement time.
Need support? Reach out to Aha Media Group for patient story and case study writing services.
Writing healthcare ebooks and white papers
Step 1. Set goals for your ebooks and white papers
Long-form content like ebooks and white papers are especially useful for long sales cycles. Set your goal for this type of content:
- Generate leads
- Educate your audience
- Nurture prospects
- Establish thought leadership
Step 2. Follow long-form content best practices
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Start with a solid outline
Get stakeholder approval on your outline before you begin writing long-form content. (Thank us later.)
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Craft a strong CTA
Maximize the impact of your ebook or white paper with a CTA that compels readers to take the next step.
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Make it shareable
B2B readers often share information with their teams before buying. Create information worth sharing.
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Write compelling teaser content
The landing page promoting your ebook or white paper is just as important as the content itself (if not more).
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Promote it everywhere
Publishing the piece isn’t the last step. It’s only the beginning. Promote it across your channels consistently.
Step 3. Track if your ebooks and white papers are working
Attribution can be challenging, but if your long-form content is working, your pipeline will show it. Track changes in converted leads.
Looking for long-form writers? Reach out to Aha Media Group for ebooks and white papers.
Writing healthcare video and podcast scripts
Step 1. Set goals for your video scripts
Effective healthcare marketing videos are the products of well-written scripts. The right script can:
- Engage your audience
- Explain complex information
- Build authority
- Maximize your video marketing
- Support service line content
- Establish thought leadership
Step 2. Follow scriptwriting best practices
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Define your video strategy
Who needs to see this video, and where will they see it? Start with the information you need.
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Know the length you need
Depending on the speaker’s cadence and topic complexity, a 60-second script calls for about 150 words.
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Read the writing out loud
Read through the script a few times to catch any challenging phrases or tongue twisters.
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Use clear language
It’s harder to process information when you’re listening than when you’re reading. Write clearly.
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Write to repurpose
One video can become several individual clips. Write the script with the intention to repurpose later.
Step 3. Track if your video and podcast scripts are working
Total views or streams, shares, average drop-off times, and increases in monthly podcast listeners can tell you if your audience enjoys your video content.
Need support? Reach out to Aha Media Group for scriptwriting services.
Writing hospital annual reports
Step 1. Set goals for your annual report
Hospital annual reports appeal to a range of audiences, including investors, donors, faculty, outside physicians, and patients. You may use an annual report to:
- Demonstrate outcomes
- Strengthen brand image
- Support recruitment efforts
- Drive donations
- Gain stakeholder support
- Connect with your community
Step 2. Follow annual report writing best practices
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Focus on patients
Donors and prospects want to see that your hospital is patient-centric. Show the positives in the patient experience.
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Don’t overdo the data
Numbers talk the loudest when they have room to breathe. Use your most compelling data (not all of it).
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Reinforce your messages
Your annual report is the right place to remind readers of your key messages and mission statement.
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Include patient stories
Between all your achievements and proof points, weave in patient stories that illustrate your impact.
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Highlight your staff
Celebrate providers and staff who went above and beyond this year. Tell their story in your annual report.
Step 3. Track if your annual report is working
Annual reports aren’t necessarily written to drive conversion, but they can still make an impact. After releasing your annual report, keep an eye on donations, brand perception, and recruitment metrics.
Want help? Reach out to Aha Media Group for hospital annual report writing services.
Writing medical and science content
Step 1. Set goals for your medical writing
Marketing to physicians and scientists helps build your organization’s reputation as a thought leader. Through medical writing, you may aim to:
- Increase physician referrals
- Drive sales
- Support recruitment
- Showcase authority
Step 2. Follow medical writing best practices
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Frontload key information
Physicians don’t have time to search for key takeaways. Share the must-know information upfront.
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Leverage LinkedIn
Healthcare is the largest industry on LinkedIn. Meet your readers where they are with posts tailored to the platform.
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Communicate clearly
Even highly educated audiences prefer plain language. Distill complex topics for casual reading.
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Repurpose core content
Turn webinars, white papers, and research reports into articles, newsletters, and social posts.
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Illustrate the data
Statistics mean more with context. Use comparisons and infographics to help readers interpret dense data.
Step 3. Track if your medical content is working
Ensure your content is resonating with physicians and scientists. Track increases in physician referrals and engagement metrics for this audience.
Need support? Reach out to Aha Media Group for medical and science writing services.
Writing brochures, flyers, and fact sheets
Step 1. Set goals for your marketing collateral
Whether you’re creating marketing collateral for patients, providers, or customers, aim to:
- Educate your audience
- Promote your offers
- Improve patient outcomes
- Boost retention
- Increase referrals
- Improve your brand reputation
Step 2. Follow best practices for writing marketing collateral
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Speak to physicians
Not sure what materials your audience needs? Your physicians may know what would be helpful for patients.
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Interview subject matter experts
Brochures, flyers, and fact sheets require specialized knowledge about a service line or product.
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Include contact information
Someone may have a question after reading the material. Point them in the right direction for help.
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Use plain language
Translate complex medical information into language your readers can easily understand.
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Plan to repurpose
Repurpose print materials into digital marketing assets for your website, email, or social media channels.
Step 3. Find out if your marketing collateral is working
Keep it simple: Ask patients if the material was easy to understand and helpful. If not, leverage consumer interviews to create more valuable materials for your audience.
Need support? Reach out to Aha Media Group for marketing collateral writing services.
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