Writing healthcare content isn’t as easy as you might think. There’s lots of complex jargon to contend with and you’ve got to triple-check that everything you say is accurate.
Of course, you still need a little sparkle to engage your audience – it’s a very competitive market and people aren’t afraid to go elsewhere if you don’t deliver.
Thankfully, we have the entire healthcare content marketing package covered and we’re ready to share it with you!
In this blog, you’ll discover the basics of healthcare content writing, our three top types of healthcare content, some useful tips on tone and a great how-to guide … what more could you need?
Writing healthcare content: the basics
Healthcare content must reflect these three core values:
No matter which area of medicine you’re writing for – from a private clinic to a care agency to a general advice site – each piece must embody these key values.
If it doesn’t, your content won’t be effective, and your readers will look for a solution elsewhere.
Writing top-notch healthcare content that hits all these marks might seem like a daunting task, but it’s achievable with the right tools and some industry know-how.
It’s well worth your while too; 72% of internet users look for health information online, often before seeing a doctor. So, you should start investing in healthcare content now!
3 types of healthcare content
You can create several types of healthcare content; some are a little more valuable than others but it’s a combination of all of them that will prove really effective.
Here are three of our favourite types of healthcare content. They should all form part of your marketing strategy.
1. Fantastic fact sheets
When visiting a healthcare or medical site, people want to find the information they need almost instantly. They don’t want to dig through paragraphs of prose to find out how to identify their symptoms or administer a treatment.
We’ve found that using a clear, easy-to-read fact sheet can help present valuable information to a healthcare audience in a very simple way.
Try using bullet points and headers to break things up and make all your statements accessible. A handy FAQ section might help you out too!
2. Concise case studies and testimonials
People take their health very seriously, so they want to use a tried-and-tested solution.
Case studies and testimonials act as proof and demonstrate the effectiveness of your service.
93% of consumers say online reviews have an impact on their purchase decision and testimonials work in a similar way. So, ask yourself, can you really afford to have a site without them?
3. Great guides
No matter which area of healthcare you’re in, a good guide can really set you apart from your competitors.
It demonstrates your industry expertise by giving a comprehensive overview of the process or service you’re providing.
A guide can also collate different types of content (FAQs, fact sheets, testimonials, how-to content etc.) to give the audience the information needed to make a decision.
Guides are truly valuable to a customer’s journey, so be sure to create some today.
Tone and style tips for healthcare content
As with any industry, your healthcare content must reflect your brand voice. However, there are a few other things you need to do, such as:
1. Be compassionate
OK, we’ll admit it … healthcare content can be a little dry.
People are so obsessed with getting all the facts down, they sometimes forget about the brand’s personality and the reader’s feelings.
You need to show empathy through your content and prove that you understand the journey the reader is going through. This is very important as with most healthcare audiences, it’s not always a happy one.
Support your reader and offer them a solution, this will help build a strong relationship.
2. Focus on formatting
Like we said earlier, a clear format can work wonders for your healthcare content. It makes things much easier to follow and therefore more engaging – two things that are vital to successful content.
Use bullet points, headings, images, graphs and more to pique the reader’s interest and spice up your page.
However, you must make sure your message is clear at all times, so don’t overdo it!
3. Simplify everything
Complex medical jargon can be extremely off-putting for a reader, so don’t use it.
Unless you’re selling directly to doctors, your readers won’t know what an echocardiogram is, what an orodispersible tablet is, and they won’t understand medical shorthand such as:
- BP – Blood pressure
- FX – Bone fracture
- JT – Joint
- NPO – Patients shouldn’t take anything by mouth
- IM – Intramuscular
Instead, try to simplify or explain the jargon so that your piece is accessible for your reader. This will help them engage with and understand the subject.
How to write healthcare content in 5 simple steps
We’ve got the basics of healthcare content covered, now it’s time to get into some detail. Follow this step-by-step guide and you’ll have a stack of cracking healthcare content ready to go!
1. Identify your audience’s journey
Chances are you already have an idea of who your target market is. If you don’t, study your product and think about who it might help.
Once you’ve done that, you can create audience personas specific to certain segments. You can separate them by demographics such as age or location, or (more effectively) their areas of interest.
Then, track their movement through your site and think of ways your healthcare content can support them at different stages.
This is incredibly important as providing that support helps build trust and convinces them that you’re the solution they need.
Also, look for drop-off points – you can fix these with some well-placed content and bring more people down that sales funnel.
2. Choose a goal for your content
No piece of content should be created without a specific goal in mind. Before you start a piece, think about what your aim is. Do you want to:
- Generate leads
- Promote your brand
- Inform your readers
Whichever you pick, you must align your content with that goal. Otherwise, the piece won’t be effective, and the audience may disengage.
3. Find a new angle
There are thousands of healthcare websites out there, so you’ll need a way to stand out. Picking a quirky or unusual angle can really work!
The NHS does a really interesting segment called ‘Behind the Headlines’. It looks at the latest healthcare news, discusses the new fads and debunks any inaccurate theories that end up in the mainstream press.
Content like this will establish your brand as a thought leader and demonstrate your expertise. What more could you want?
4. Use data
Statistics are a valuable tool for every copywriter. They give the content gravitas and can even nudge visitors to the point of conversion.
This is especially true of healthcare copywriters, as statistics act as evidence that their statements are true. As long as it’s sourced back to the original findings and still in date, a good statistic could be all you need to close that sale!
5. Work on your SEO
Writing an array of healthcare content with specifically chosen keywords can really boost your search rankings.
One in 20 Google searches is related to healthcare, so get in on the action by carefully crafting content that will answer specific queries.
It’s a good idea to focus on some local keywords, as most healthcare audiences will be looking for a nearby solution.
SEO is vital to healthcare content, so make sure to keep an eye on your rankings.
So, there you have it – a quick guide to writing helpful healthcare content. Give it a go today!