As a branding company, we have learned the secret of medical copywriting which evolved from working with clients in various industries. We learned that no day is the same and every project we take on requires a different approach as well as a different version of ourselves. We have to always keep an open mind, stretch our creativity, and commit ourselves to overcoming all of the challenges and learning curves that come with our clients’ requests.

Medical Copywriting: What to Consider

For example, some of our clients are in healthcare, and we don’t know much about that industry other than the types of professionals who work in it. We have an idea about what they do, but we don’t know how they do it. This, of course, makes our job complicated (but rewarding). Most medical practices relegate copywriting tasks to professional writers with extensive healthcare experience. To be These individuals understand medical terminology and how certain words, like the names of bacterial and viral genes, should be written–capitalized, italicized or abbreviated. They are also capable of crafting a variety of marketing materials to promote new products, such as drugs and devices, or to announce a new medical practice.

However, some offices and companies in that industry prefer to hire a branding company like ours to write a variety of digital or hard promotional copy. And these branding companies usually have an in-house copywriter who is very familiar with various industries, or who can research those industries and translate their brand identity into compelling content–in this case, medical copywriting and promotional material. The latter is not an easy process considering that some projects require a fast turnaround time. In these instances, certain rules are overlooked and broken.

The best way to overcome this challenge is to ask the client for a branding guideline, specifically for writing. This piece of literature will explain which words to use and which ones to avoid. For example, we work with a laboratory that demands a lot of marketing collateral. From brochures about skin cancer to web copy describing the extent of their capabilities, our clients want to be represented as experts. We have to balance being very technical and detailed and being clear and concise when writing for them. We also have to support our research with credible sources (this means we have to include references).

There is really no room for errors when producing informative and educational medical content for our clients. Not only do we want to inform the readers and encourage them to take action, but we want the physicians and/or patients to trust that the information is accurate and confirms what they’ve already learned from an expert.

Medical Copywriters and Branding Experts

Our overall goal is to provide engaging medical content that patients can understand when the marketing pieces are geared towards them, and deliver professional copywriting to physicians. If you need medical marketing material, contact us to discuss your options.