Marketing is redundant if sales aren’t being made. In a previous blog, medical writing was likened to an umbrella that covers a few nuanced topics. However, instead of an umbrella, this blog is going to look at medical writing as a mighty corporation and speak about the sales department – medical copywriting.
A medical copywriter is responsible for researching medical information and simplifying the technical language to be factually accurate and understandable to consumers. The art of crafting persuasive and engaging copy is essential in the development of effective marketing campaigns for clients seeking medical copywriting services.
As the sales department of the medical writing sector, the focus of medical copywriting is on the promotion of a medical product or service with the purpose of a sale in mind.
To do this, medical copywriting efforts must be clear, accurate, and engaging for the target audience.
The question that naturally follows this is: who is the target audience for medical copywriting?
The simple answer to this is: anything in or related to the healthcare sector. But let’s dive a little deeper – after all, in the marketing world (and also the medical world), the more defined the target audience is, the higher the chance of success.
- Patients are the first target audience group under consideration for the purpose of medical copywriting. When we look at the healthcare industry, its purpose is primarily to address the patient – that said, it is essential for them to know what their options are to solve their health problem(s).
Medical copywriting helps patients make this choice by clearly communicating how a given solution will be of assistance to their specific condition or situation. And effective medical copywriting does this while (ethically) leading the patient to purchase what they’re selling.
- The second target audience group under consideration for the purpose of medical copywriting is the general public – this includes individuals who don’t work in the healthcare industry, nor are they currently patients. Remember, everyone is a patient at some point in their lives; but waiting to target the general public until they’re patients is inefficient. Effective medical copywriting ensures the general public is aware of the solutions available to them, so that in a state of compromised health, their decision-making process is simplified, and sales are made.
- For the purposes of medical copywriting, the third and final target audience group that we will consider is pharmacies. These entities are a large part of the healthcare industry as they are responsible for deciding which medications to make available for sale to the public and hospitals.
Medical copywriting ensures that pharmacies are aware of the solutions you’re offering, how they work, for whom they work, and how much they cost. With this target market in mind, medical copywriting is effective when pharmacies put your medical product on the shelf and in the mind of their consumer.
Working in sales can be glamorous, yet for the most part, it’s like grinding grain by hand – you put in an extraordinary amount of effort to reap comparatively low rewards. However when the rewards do arrive, the level of achievement felt makes the gruelling journey worthwhile. Medical copywriting is like sales in it’s demanding nature; but even more so because there is no space to improvise or make speculations – every word must be technically correct and tailored to the understanding of the target audience.
For this reason, Westlink has determined to be the industry leader in medical copywriting – and in South Africa, we are. The healthcare industry is only growing in size and complexity; this coupled with the relevance and impact of social media, and empowered consumers creates a greater need for medical copywriting experts.
Let Westlink write excellence into your brand today.
References
- Peters P. Medical Copywriter Job Description. Betterteam. [Online]. 2021. Available at: https://www.betterteam.com/medical-copywriter-job-description#:~:text=A%20medical%20copywriter%20researches%20medical,skills%20to%20optimize%20search%20results.
- Asghar Khan K. Medical Copywriter Vs. Medical Content Writer: What’s the Difference. Akasious. [Online]. 2024. Available at: https://akasious.com/medical-copywriter-vs-medical-content-writer/#:~:text=A%20medical%20copywriter%20focuses%20on,readers%20on%20various%20healthcare%20topics.
- Copywriting.com. The quick start guide to medical copywriting. Copywriting.com. [Online]. 2023. Available at: https://www.copywriting.com/quickstart/medical-copywriting/
- Brandmed. Medical Content Writing. Brandmed. [Online]. 2024. Available at: https://brandmed.com/services/medical-content
Ali N. What Is Medical Copywriting And Why Is It On The Rise? Fox54 News Now. [Online]. 2022. Available at: https://www.wfxg.com/story/47737675/what-is-medical-copywriting-and-why-is-it-on-the-rise
