Copywriting secrets your healthcare business needs to know

October 8, 2021

9 copywriting secrets you need to know to write awesome content in the healthcare industry

If you want to stand out in the healthcare industry you need to know some copywriting secrets.

There’s so much content out there already, it can be a real challenge to get your writing noticed. How do you compete with others in the healthcare sector?

When it comes to copywriting, there are certain tips and tricks you can use to make your content pop.

Why are these copywriting secrets so important for your content?

You might be thinking, ‘I’m a good writer, so why do I need a list of copywriting secrets?’

It’s simple really. No one wants to read boring content.

Even the best writers in the world can lose their audience’s interest. So how do you make them pay attention?

The healthcare sector is a very diverse and competitive market. Even some of the largest healthcare providers have to adopt quality copywriting skills.

Let’s spill the tea! Here are nine copywriting secrets you need to know for awesome content… 

  1. Make your content ‘scannable’

 People don’t pay attention.

It’s sad but true. The average person will only read around 20% of your content. This means that most readers are only spending one or two minutes on your site – if that.

This is because audiences tend to scan a webpage for specific information – anything else is ignored.

Think about it. Have you ever found a promising article only to be met with a wall of text? How fast did you bounce off that page?

As a writer, it’s easy to get carried away with long-winded sentences and sophisticated vocabulary. It’s only natural that you want to show off your talent! But the truth is, your reader doesn’t care about any of that stuff. They just want you to answer their questions.

One of our top copywriting secrets is to keep your content clear, concise and easy to scan. Try breaking your content up with subheadings and bullet points. People love a list!

So, if you’re talking about the ways that you care for elderly service users for example, think about using lists. Clearly state your methods and the qualifications your staff have. This allows the reader to quickly find the content they are looking for.  

  1. Identify your audience

Our second copywriting secret is identifying your audience. Imagine this. You’ve spent hours researching a topic, outlining your key points, and producing the perfect article. But then you find yourself asking, who exactly am I writing for?

When writing about healthcare, it’s important to tailor the content to the audience’s readability. Writing about healthcare can often include long terminology that medical novices won’t understand, so try to keep it simple. Don’t assume your audience knows the same amount of information you do. For example, when tailoring content to children, keep it simple and use diagrams to help them understand.

If you don’t take the time to learn about your audience, chances are your ‘perfect’ article will fall flat.

Knowing your target audience is key to writing compelling, awesome content. 

  1. Build a narrative

Next on our list of copywriting secrets is to use your writing to build a narrative.

Simply describing your brand won’t cut it. You need to tell a story.

Of course, we don’t literally mean tell a story. You probably won’t get very far with ‘once upon a time’.

But it’s important to build an emotional connection with your audience. Don’t just describe a product or service. Tell your audience how it could change their life.

For example, if you’re wanting to sell a blood pressure kit, you need to tell them why they should buy this particular one. People want to feel connected with the product by hearing other people’s experiences. Tell them the perks of this blood pressure kit and why they should make the purchase.

  1. Be active

If you’re a writer, you’re probably no stranger to our next copywriting secret.

When you’re writing content to promote a healthcare brand, product or service, choose active voice over passive voice.

What’s the difference?

With active voice, the subject is the focus. With passive voice, the verb is the focus. Just in case you don’t know what we’re talking about, here’s a quick example.

  • Active voice:

“The boy took some cough medicine.”

  • Passive voice:

“The cough medicine was taken by the boy.”

So, why is active voice more effective in copywriting than passive voice?

Using active voice makes it easier for audiences to engage with your content.

Copywriting is all about persuading your audience to do something. Whether that’s buying a product or subscribing to a service, you want your audience to act. Afterall, the healthcare industry is competitive, so you want customers to choose you rather than other providers. 

  1. Never underestimate SEO

 You might be asking yourself, ‘is SEO really that important?’

It would be great if being a talented wordsmith was all it took to be a successful copywriter.

Unfortunately, that just isn’t the case. While you do need to have a way with words, it’s also important that your work reaches your target audience.

And with so much content out there, it can be easy for your writing to get lost in the crowd.

That’s where SEO (Search Engine Optimisation) comes in.

SEO, one of the best copywriting secrets out there, refers to the way content is ranked in a search engine. You can take advantage of SEO techniques – such as keywords and linking – to drive more traffic to your website.

And you shouldn’t just stop at SEO! There are plenty of other digital marketing strategies you can take advantage of to increase your content’s reach.

  1. Create impactful headlines

If you’re still searching for copywriting secrets to make your content awesome, here’s another one for you: create impactful headlines.

Your headline needs to create intrigue. What’s the point in writing a compelling, well-researched article if the title doesn’t bring in readers?

But how do you write an impactful headline?

  • Think about your article. Think about your audience. Which part of the content will draw them in?
  • Don’t settle! Write a few different headlines and see which one is the best fit for your work.
  • Be clear and concise. Wordy headlines are a turnoff for most audiences!
  1. Keep it short

As a writer, you probably want to show off your skills. It’s tempting to let your words flow across the page. After all, isn’t that what writing is all about?

But remember, that’s not important to your audience. They aren’t looking for the next best-selling novel, they just want an answer to their question.

Keep your sentences relatively short and avoid lengthy, complicated language.

And don’t forget our copywriting secret from before! Shorter sentences and simple language make your writing easier to scan.

Your answer should get straight to the point. If a customer is looking up remedies for hayfever, offer them solution early on the content. They don’t want to be scrolling through bulks of text to find a solution to their problem.

  1. Tone of voice

Keeping your sentence short and simple will sit better with the reader. Although the medical industry can be completed, try to avoid using jargon. Your reader may already be confused enough without using long words they probably won’t understand. Make your content readable and understandable. You should adapt your writing style somewhat to reflect your customer’s language. Don’t write the way you speak as, it’s about impressing your customers, not yourself.

You should also write your copy in a way that empathises and engages with a reader. You can use this method when talking about sensitive issues such as terminal illnesses.

  1. End with a call to action (CTA)

If you’re an experienced copywriter, then you won’t be surprised to see this copywriting secret on the list.

No matter what you’re writing about, you should always end your content with a call to action (CTA).

You might find yourself asking, ‘but why can’t I just end my content with my final point?’

The answer is simple. A CTA could be the final ‘nudge’ that pushes the customer to buy your product or service.

For example, if you’re writing a blog about a fundraiser event for Cancer Research, you want people to donate to the cause. If you want your visitors to make an enquiry, leave a link to contact you.

Simply adding a ‘Contact Us’ or ‘Donate’ button is an effective CTA. It’s an easy way to get the reader to take action without making them feel too pressured.

Need help with copywriting? Get in touch with our team!

If you’re still curious about copywriting after reading our list of copywriting secrets, get in touch with our team!

At Vocal, we’re a loud creative agency that’s all about content. Our team have vast experience in the healthcare industry. Check out our list of services and see how we can help your company grow.

See something you like?  

Contact a member of our team for a relaxed chat about your company’s copywriting needs!

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