Top tips for quality sales copywriting in the healthcare industry

Quality sales copywriting is key when writing content for the healthcare sector to engage with readers. Effective sales copy must be engaging, credible, clear, concise, and persuasive. It’s one of the most powerful marketing skills out there.

How do you write the perfect sales copy that will make you stand out from competitors? The healthcare sector is a very diverse and competitive market. Even some of the largest healthcare providers have to adopt quality copywriting skills for their content. Check out this guide of 13 sales copywriting techniques to write the perfect healthcare copy.

1. Identify your target audience

It’s important to tailor your content to the audience you intend to reach. What are the demographics of your target audience? For example, consider and organisation that aims to help youngsters who are facing mental health problems such as anxiety and depression. They use language that can be easily understood by young people. Mental health can be complex. It’s important to use vocabulary that young people can engage with and trust in.

2. Try to match your message

People have expectations when they search for a topic, your ad must be relevant to them. For example, if someone is searching for a solution to indigestion, they are looking to solve a problem. If your article matches what the customer is looking for, they are more likely to read your copy. If someone clicks on your article and the landing page doesn’t match your promise, the customer will go elsewhere. It’s crucial to make your headlines and the first paragraph match.

3. Tone of voice

Short simple words and sentences will help you engage with your reader better than complicated jargon. Medical terms can be complicated enough so try to use basic vocabulary to convey your message. Make it readable. Having said that, you also need to adapt your writing style somewhat to reflect your reader’s language. It’s no good writing the way you speak, it’s the customers you need to impress, not yourself.

You should also write your copy in a way that empathises and engages with a reader. This should be used when talking about a sensitive issue, such as cancer.

4. Optimise ads and pages for mobile devices

Not everyone will be accessing your website via a computer/laptop. It’s important to tailor your website so it’s accessible on mobile phones.

5. Build social media friendly content

After writing your compelling copy, it’s only right to promote it. After all, you want to show off what you’ve done, particularly if you’re sharing important healthcare information. Making your sales copywriting more engaging will encourage clicks and interaction with your content.

6. Create an inspiring call to action

At the end of each piece of sales copy should be an attractive and easy to spot call to action. This should be something that is eye catching to the reader, such as a button.

For example, Special Needs Jungle use a ‘donate button’ on their blog. The option is there if they wish to donate to the cause and the call to action is clear. Other calls to action could include ‘book a consultation’ or ‘call us’.

7. Product demonstration

If you can demonstrate how your product or service works then do it. This is an effective sales copywriting technique that will increase engagement with readers.

If you’re a medical supplies provider, an example of this could be a demonstration of safe sharp object disposal. If you share a video of how to safely dispose of the equipment, customers will engage with it.

8. Fascinate your audience with stories

This is a powerful tool to use, people like stories, especially ones they can relate to.

Stories can be inspirational, emotional or informative but most of all they’re memorable and will stick with the reader. Whatever your story, someone can relate and will share it with others, generating more visitors to your posts.

Try to tailor your story to the content you are writing about, so it has some relevance.

For example, carers could be understandably nervous about seeking respite for the first time for their relative. Allow your service users to share their own personal stories so they can unite with each other during difficult times. This will help new service users to feel more confident in your capabilities.

9. Structure

A good structure is crucial when it comes to good sales copywriting. You want your copy to look professional and presentable, especially when you’re talking about healthcare. For example, create short paragraphs that flow well and can be easily read. Big chunks of text will immediately put people off and makes the content look untidy.

How to structure

For good sales copywriting put the relevant information and key details first as this is why the readers are there. In journalism, this is known as the ‘Inverted Pyramid’. This is broken down into the following:

• Most newsworthy – who, what, why, where and when
• Important details
• Other general background information.

10. Rephrase and generalise

Rephrase “I” as “you” and “me” as “my”. For example, a visitor might search for “I want to know how I can quit smoking.” If you’re optimising for this phrase, write “learn how to quit smoking” clearly in the headline. The reason for this is to include the readers own words in your landing page. This makes the content instantly relevant to the visitor, decreasing the potential of a high bounce rate.

11. Refine your headlines

Your headline is your starting point for readers to engage. Your headline should persuade your readers to give you their attention each time you write a piece. Writing a good headline is crucial so it’s worth investing your time in writing a compelling headline. Draft as many headline ideas as possible until you find the right one.

12. Read it aloud

What does it sound like when you read your copy out loud, does it make sense? If it doesn’t make sense to you, it won’t make sense to your readers. Proofreading is key when publishing content. You don’t want to put out copy that is full of mistakes as it looks unprofessional. This is critical when producing content for the healthcare industry, your content needs to be accurate. Read it out loud and then read it again.

13. If in doubt, use a template

If sales copywriting is new to you, it can be hard knowing where to start. Templates are a good idea to help you structure your posts correctly.

Don’t have time to write sales copy?

Remember that writing is an art that takes time and skill to develop but done correctly, it will produce results.

Good quality healthcare sales copywriting is all about practice and patience. Don’t worry if your content isn’t perfect the first-time round. If you follow the tips mentioned above, you’ll soon be on your way to creating effective copy.

Our team are here to help with your healthcare sales copywriting. They are knowledgeable and experienced in the healthcare industry.

There’s no time like the present, get in touch for a chat.