How Medical Copywriting Can Help You Grow Your Business and Earn More Revenue
By Lea Grassi
For businesses in the health industry, medical copywriting is a powerful marketing tool. It offers a ton of value – for your audience and for you as a business owner.
If you want your business to grow, you need good marketing. You could have the most incredible health solution to offer, but if it’s not marketed well, people aren’t going to buy it.
That’s where medical copywriting comes in.
Medical copywriting motivates your ideal customers to buy from you. Because your product or service is going to improve their life in some way – and it shows them how.
Medical copywriting shows the benefits of your product or service in action. It sparks desire in your audience because they want to experience those benefits.
It makes your offer irresistible.
This translates into more sales and more revenue for you. And at the same time, you’ll connect with your audience and expand your impact.
Let’s talk about what medical copywriting is and explore how it can take your business to the next level.
What is Medical Copywriting?
Medical copywriting isn’t as technical or academic as other forms of medical writing. It’s a specialized form of copywriting that promotes your medical or health business.
Copywriting is conversational, engaging, and easy to read. It’s crafted with marketing, psychology, and niche knowledge in mind. The goal of copywriting is to inspire your readers to act.
Well-written copy benefits your audience and you as a business owner. Your readers get valuable, relevant information, and you get to see your business grow.
Some common forms of copy include:
- Blogs with a CTA (call to action)
- Website copy that’s optimized for SEO (search engine optimization)
- Opt-ins that provide helpful information and grow your email list
- Emails that build relationships with your audience
- Landing pages or sales pages
- Product descriptions
- White papers
- E-books
Medical copywriters infuse medical and health knowledge into persuasive, strategically-written copy. Medical copywriting is well-researched and empowers your audience with evidence-based information.
Why is Medical Copywriting Important?
Quality medical copywriting is incredibly valuable for your business.
When you work in the health industry, providing accurate information about your services and products is vital.
But with copywriting, you’re not just writing to inform. You want to inspire your audience to act – whether that’s signing up for your newsletter, booking a consultation with you, or purchasing one of your programs.
A medical copywriter uses medical knowledge and marketing expertise to craft engaging copy that educates and inspires your readers. It gets them interested in what you have to offer and motivates them to buy from you.
Let’s dig into how medical copywriting can help grow your health business and ultimately, bring in more revenue.
How Medical Copywriting Helps You Grow Your Business
(1) You’ll reach more people
As a business owner in the health industry, you have an important message to share. You have products and services that help people live healthier lives.
Your ideal customers are already out there, looking for what you have to offer. Great copy helps them find you.
The internet is saturated with content. Standing out in the sea of information online is crucial.
Medical copywriting is invaluable for health businesses because it cuts through the noise and connects you with your target audience.
You’ll grab your target reader’s attention with content that is interesting, accurate, and relevant to them.
Medical copywriting uses keyword planning and other SEO strategies to:
- Boost your Google search ranking
- Drive more traffic to your website
- Connect ideal customers with your services or products
Basically, when someone searches for [insert what your business does], Google is gonna show them your website.
If your business is location-based, it’ll also be easier for people looking for services in your area to find you.
(2) You’ll become the go-to authority in your niche
More and more, people are turning to the internet (specifically, Google) to find answers to their health questions and concerns.
72 percent of internet users in the United States report searching for health information online within the past year.[1]
This is a perfect opportunity for you to connect with your ideal customers.
Medical copywriting boosts your authority by:
- Providing credible information
- Showing your expertise
- Building trust with your audience
Your readers will see you as a go-to resource when you provide the valuable information they’re looking for.
If your business has a specialty, it’s a good idea to focus on it. Someone with Crohn’s disease, for example, wants to work with a health practitioner who specializes in Crohn’s disease.
Well-written medical copy makes the target reader think “they know my struggle, and they have exactly what I’m looking for.”
(3) You’ll build positive relationships with your audience
A skilled medical copywriter understands the customer journey, and crafts copy with this in mind.
96 percent of people who land on your website aren’t ready to make a purchase yet.[2] They need to be nurtured with a positive relationship until they trust you enough to buy from you.
One of the best ways to build rapport with your audience is to engage with them regularly and consistently.
This is why blog posts and emails are fantastic for your long-term marketing strategy.
People who read your educational content are 131 percent more likely to buy from you.[3] And, at least 47 percent of prospects view at least three pieces of content before making a purchase.[4]
Medical copywriting educates your audience and uses empathy to connect with them on a personal level.
Health products and services aim to solve problems. When you show your audience genuine understanding – and how your service is the solution they’re looking for – they’ll really desire what you have to offer.
(4) You’ll create loyal customers
Good medical copywriting continues to nurture your audience, even after they’ve already purchased from you. You want your readers to continue to buy from you, or continue to work with you.
Repeat customers are incredibly valuable.
61 percent of small-to-medium businesses report over half of their revenue is from repeat customers.[5] Yet, only 29 percent of businesses continue to nurture customer relationships after they’ve made a purchase.[6]
This puts you at a significant advantage if you simply continue to show up for your audience. Engage with them, give them relevant content, and provide excellent customer service.
You can even gain new customers through your existing customers. Incentivize them with a referral program, or discount.
Satisfied customers are the best salespeople.
Collect reviews, case studies, and testimonials from your customers. These are powerful elements to weave into your copy. They use real-life examples to show the value of your product or service – the benefits in action.
Are you a health practitioner who doesn’t take health insurance? If so, it’s especially important to market your services well. Medical copywriting shows the value of what you offer, so people know it’s well worth it to go outside of their insurance to get the service.
(5) You’ll increase sales
As with any form of marketing, the purpose of medical copywriting is ultimately to increase your business’s bottom line – by increasing sales.
Your audience needs to really desire what your business has to offer before they decide to buy from you. They need to come to see your service or product as the solution to their problem.
Good copywriting nurtures your readers – it takes their hand and guides them along the journey from an interested lead to an actual paying customer.
Nurturing your audience is well worth the effort. Nurtured leads make purchases that are 47 percent larger than purchases made by non-nurtured leads.[7]
To sell anything, you need to think like the buyer would. Copywriters are pros at this. They understand the psychology behind a buyer’s decision-making process.
Anytime someone is interested in your business’s service or products, they’re going to have questions. They want to know if it’s going to work for them. They’re going to have objections come up – Is this product high-quality? Will I have enough time to use this service? Will it make my life better than it already is?
Objections are part of our thought process when making a decision. Copywriting handles objections – it calms your reader’s fears and builds trust with them. It also leads to more sales.
Addressing buyers’ fears in your copy can increase your conversion rate by up to 80 percent.[8]
Medical copywriting makes it clear to your target reader that what you have to offer – whether it’s a vitamin supplement or a health coaching program – is the perfect solution to the problem they want to solve. This makes it a no-brainer to buy from you.
Increasing sales and growing your business with medical copywriting takes time and skill. The good news is, you don’t have to embark on this journey alone. Hiring a medical copywriter makes it easy to reap the benefits of medical copywriting for your business.
Why You Should Hire A Medical Copywriter
(1) You’ll save time
Writing quality copy takes a lot of time and dedication. And chances are, you didn’t start your health business so that you could spend a bunch of time doing marketing work.
You have a passion for helping people live healthier lives – whether that’s through developing health products or providing health services.
A medical copywriter takes marketing responsibilities off your hands – so you can focus your time and energy on your true passion and area of expertise.
Maybe you want to be able to work less and spend more time with your family. In any case, hiring a medical copywriter gives you the freedom to make better use of your time.
You’ll bring more ease and efficiency to your business when you have a professional handling your copywriting. Especially when you consider how regularly your business needs different types of copy.
Hiring a medical copywriter means you’ll get fresh content on a consistent basis. This keeps your business relevant and your readers engaged. It’s also great for SEO.
(2) You’ll spend less on paid ads
Medical copywriters use SEO strategies – like keyword planning – to boost your business’s Google ranking. When you rank higher in Google search results, you likely won’t need to put as much money into advertising.
SEO medical copy increases the authority of your business’s website – in Google’s eyes and your audience’s eyes.
About 75 percent of people completely skip past paid advertisements at the top of a Google search page – they go straight to the organic search results.[9] People view high-ranking organic search results as being more trustworthy.
The more your audience trusts you, the more likely they are to buy from you and work with you.
Raising your Google ranking takes some time. SEO is a long-term marketing strategy.
SEO blogs and website copy build momentum over time by capturing keyword searches. They continue to deliver value, indefinitely – for you and your audience.
(3) You’ll take your business to the next level
Medical copywriters bring a lot to the table – marketing expertise, professional copywriting skills, familiarity with medical topics, and niche health knowledge.
Medical copywriters often come from a health or medical background. They’re familiar with medical concepts and terminology. They know how to research health topics, and their writing is science-backed.
That’s not all though. As copywriters, they know how to write in a way that’s engaging, persuasive, and easy for your audience to understand. This is what makes medical copy so effective.
As a health-focused business, you want your content to be accurate and informative. But you don’t want it to be dry, complicated, and bogged down with medical jargon.
Medical copywriters know how to break down complex medical concepts in a way that’s clear, interesting, and easily digestible.
When you work with a medical copywriter, they develop a detailed understanding of your business’s services and products. They also get to know your target audience – their dreams, goals, fears, desires, and pain points.
Medical copywriters write with creativity and empathy. They use storytelling and emotional techniques to connect with your readers on a personal level. Their writing is compelling – it clearly shows how your product or service is the solution your target audience wants and needs.
This is what medical copywriting boils down to:
- Your target readers find solutions to their health problems.
- You increase your sales and grow your business.
A medical copywriter can take care of all your copy needs – from blogs to emails to sales pages and more. They also understand how all these different pieces of copy work together as part of an overall marketing plan. Together you’ll come up with a plan that fits your needs and goals.
Are you ready to reap the benefits of working with a qualified medical copywriter? Reach out here and start growing your business with medical copywriting.
References:
[1] Sun, Y., Yu, J., Chiu, Y. L., & Hsu, Y. T. (2022). Can online health information sources really improve patient satisfaction? https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9388941/#B6 Accessed February 3, 2023
[2] Brooks, Aaron. (2022). Lead Nurturing: 20 Statistics to Boost Your Sales in 2023. https://www.ventureharbour.com/20-insightful-lead-nurturing-statistics-charts/ Accessed February 3, 2023
[3] Stebbins, Charity. (2022). Educational Content Makes Consumers 131% More Likely to Buy. https://www.conductor.com/academy/winning-customers-educational-content/ Accessed February 3, 2023
[4] Bump, Pamela. (2022). The Top Marketing Trends of 2023 & How They’ve Changed Since 2022 [Data from 1000+ Global Marketers]. https://blog.hubspot.com/marketing/marketing-trends Accessed February 3, 2023
[5] Surge Social. Repeat Customers: How To Keep Them Coming Back. https://surgesocial.com/blog/repeat-customers-how-to-keep-them-coming-back/ Accessed February 3, 2023
[6] Demand Gen Report. 2016 Lead Nurturing Benchmark Study. https://www.demandgenreport.com/resources/reports/2016-lead-nurturing-benchmark-study Accessed February 3, 2023
[7] Brian, WooSuite. Lead Nurturing Statistics (2023 Report). https://woosuite.com/stats/lead-nurturing/ Accessed February 4, 2023
[8] Needle, Flori. (2021). 11 Stats That Make a Case for Landing Pages. https://blog.hubspot.com/marketing/landing-page-stats Accessed February 4, 2023
[9] Shelley, Ryan. (2021). 80 SEO Statistics That Prove the Power of Search [2022 Update]. https://www.smamarketing.net/blog/80-seo-statistics Accessed February 4, 2023
