Originally published August 18, 2022 , updated on July 25, 2024

Creating consistent, high-quality content for any industry is a challenge – even more so for the medical industry. Healthcare content writing requires thorough research and an understanding of medical concepts. It also needs to be easily understood by a large audience without losing any important information in the process. 

Whether your organisation is an independent practice or a multi-speciality clinic, you need content marketing. It is an effective approach to generating leads, expanding your customer base, and improving brand awareness. However, like any good marketing strategy, this requires time and money, and many businesses may not have the internal resources to get the results they want. 

So if you have been on the fence about whether to hire a healthcare copywriting firm, here are four reasons why you need professional writers. 

What Is Content Writing in Healthcare?

Hospitals, clinics, fertility centres, and wellness retreats, among other organisations, use healthcare content writing. Everything from medical newsletters to nutrition blogs falls under this category. 

Businesses carry out marketing through advertising copy, emailers, newsletters, and also medical product descriptions. Doctors also use technical pieces like white papers, case studies, eBooks, and medical articles. Tutorials, how-to videos, and podcasts are other popular educational healthcare content writing formats. 

Depending on the organisation, the marketing needs will differ. A physiotherapist’s office might need attractive and engaging copy for its website to elicit action from prospective patients. A public health office might use press releases to communicate with the media. Many traditional clinics use physical brochures for advertising their treatments, while many turn to social media and video marketing to attract customers. 

Using a combination of different formats helps businesses connect with their customers and take their brand to the next level. You need to find what works best for you and your target audience. Here’s where healthcare content writing services come in. 

Why Should You Hire Healthcare Content Writing Services?

1. Improve Your Search Engine Ranking

Before choosing a health service, most customers carry out online research to see their options. Of those, many won’t look beyond the first page of results. To ensure that a prospective customer learns about your services, your brand needs to show up on the first search engine results page (SERP). This requires your website to stand out amongst thousands of search results. 

Search engine optimisation (SEO) aids in bringing your pages higher in SERP rankings. This eventually leads to more website visitors and greater organic traffic. SEO includes on-page and off-page SEO, technical SEO, and also local SEO, amongst other techniques. A big part of these techniques is researching the optimal words and tactics to help your website reach the right audience. 

Healthcare content writing services are experts at SEO. At Goodman Lantern, we carry out in-depth research into search terms, target audiences, and competitors. We create valuable and original copy that drives traffic to your business and leads to greater conversions. 

2. Bridge the Gap Between You and Your Target Audience

Medical businesses need to explain complex concepts in a way that makes sense to someone who doesn’t have a medical background. If they fail to do so, they will leave their prospective customers confused and unconverted. Healthcare content writing services can help form that bridge between you and your target audience. 

As professional health and wellness content writers, we have a grasp of medical knowledge, and we have the copywriting skills to convert it into easily-accessible language. We understand the technical aspects of medicine. So, we can translate that into conversational yet effective customer-centric copy. Our team carries out substantial research into your audience to understand their needs and preferences to craft jargon-free copy that will appeal to them. 

This helps your brand seem more approachable to a larger audience. It also helps establish you as an accessible source of information. Over time, this will help you build a community of loyal customers. 

3. Save You Time and Money

While traditional advertising is still used in most marketing campaigns, it is slowly losing its efficacy as fewer people believe in ads. Trust is a crucial component of any customer relationship, especially in medicine. To build trust with your audience, your business needs to offer them valuable information that shows you care for them. 

However, it does not happen all at once. Content marketing has short-term benefits but it truly pays off in the long run as you continue to publish relevant, helpful knowledge. This takes patience as well as time and money. You can save yourself both by hiring professional healthcare content writing services. 

Healthcare copywriting firms are versed in generating high-quality copy. They have a team of health and wellness content writers with the experience and expertise to craft exceptionally well-written pieces tailored to your goals. They can take care of your marketing so that you can do what you do best – help people. 

4. Create a Complete Content Marketing Strategy

Healthcare content writing services can build an integrated marketing strategy for your brand. They can pull together separate marketing elements and align them toward a common goal. Not only can an expert come up with the overall plan that is best for your brand, but they can also help with its execution and distribution. This ensures that you have well-written copy that reaches the right audience when they need it most. 

A holistic strategy uses multiple channels to create an effective messaging ecosystem. This sends a consistent and powerful message to your target audience, making them more likely to convert. 

Get Started With Content Writing for Healthcare

Do you need clear, concise, and engaging healthcare content? Check out Goodman Lantern’s healthcare content writing services. Book a discovery call today, and we will help you figure out your first steps. 

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