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Copywriter for Marketing Medical Devices, Pharmaceuticals & Other Life Sciences Products

Helping Medical Products Gain Visibility & Acceptance Through Impactful Copy

posted under Copywriter for Healthcare Businesses (physicians, hospitals, etc.)

Amazing strides are being made in the medical industry. New technologies, pharmaceuticals, IV treatments and medical devices offer tremendous promise for improving quality of life and often extending life.

But those advances are only valuable if the people who need them know they exist. The best product in the world is worthless if it only sits on a shelf gathering dust. So how do you get your medical product into the hands of healthcare providers and influencers?

A skilled medical copywriter can help you create marketing materials to spread the word about your pharmacy and life science medical products.

life sciences marketing

Life sciences companies need well-written marketing copy to gain visibility and adoption of their products by physicians.

Educating the Customer

Some people associate marketing with the high-pressure selling techniques often used by car salesmen. But marketing and selling doesn’t have to be that way.

Most medical devices, IVD, pharmaceuticals and other life sciences products require an explanation. Therefore, a big part of healthcare marketing is education. Rather than the trite statements you often see in B2C copy – Buy one, get one free; One day only sale, etc. – medical devices must be presented with information. Physicians, and their patients, want facts.

medical copywriting

Medical copywriting must focus more on educating the customer than selling.

They must tell the story of why the product was invented, what makes it unique, how it works and why it’s a good choice for patients.

Why Choose a Medical Copywriter

A copywriter who understands how to balance explaining something scientific and telling a good story is your ticket to effective sales materials. She can grasp technical concepts and translate them into copy that engages your audience. She can communicate in terms familiar to physicians and skillfully bridge the gap between science and humanity.

life sciences copy

Life sciences copy is most effective when it includes data to support its claims.

A life sciences medical copywriter must be skilled at supporting claims with proven data and impeccable reasoning. She can zero in on insights that differentiate your product from the competition’s.

She can create strategies that dive deep into market dynamics and customer mindsets to generate leads and drive sales. She can develop thought-provoking, out-of-the-box campaigns that spark interest, change customer mindsets and compel product adoption.

pharmaceutical marketing

To promote a medical product or pharmaceutical, develop a marketing campaign that targets your audience with precision.

Keep it Simple

When writing medical or pharmacy copy, it’s easy to get bogged down with jargon. According to Adrienne Walder, professional copywriter, “Within the life science industry we have an armory of acronyms which can mean different things dependent upon the area you work within. It can be extremely irritating to visit a website and have to read the content two or three times before managing to decipher what it is trying to say.”

Whether aimed at physicians or patients, medical copy must be easy to read and understand.

A skilled medical copywriter puts herself in the shoes of physicians, patients, caregivers, and family members. What is important to them? She addresses their biggest concerns and fears in a straightforward, informative style. And even though medical copy is more often meant for physicians than patients, it still needs to be easy to comprehend. The patient must buy in. The key to engaging the reader is to keep copy simple and interesting.

marketing strategies

Different products call for different marketing strategies. Determine how best to reach your target audience.

Don’t Forget the Details

While not every marketing material you create must contain all the relevant details — an ad, for example, may only have room for a few lines of text — the specifics about your medical product should be accessible for those prospects who want to read them. Be sure to do the following:

  • Describe key features
  • Explain all the benefits
  • Overcome skepticism by using data, facts and testimonials
  • Reference any pilot studies
  • Offer case studies
  • Mention your excellent reputation and stellar history
  • Persuade the prospect to take the next step, whether that’s making an appointment, placing an order or requesting more information
features and benefits

Features and benefits sell medical products and pharmaceuticals. So don’t hesitate to elaborate.

Marketing Healthcare Products

A full complement of marketing materials can be leveraged to promote medical products. Whether it’s a single medical device or a continuum of medical therapies, the options for educating and persuading your prospects are almost unlimited. Among them:

  • Websites
  • Landing Pages
  • Direct Mail
  • Brochures
  • Data Sheets
  • Ads
  • Press Releases
  • Blog Posts
  • Case Studies
  • Articles
  • White Papers
  • Infographics
  • PowerPoint Presentations
  • Videos
  • Advertorials
  • Testimonials
lead generating copy

Copy that’s original, informative and compelling will generate leads and sales for your life sciences product.

Changing the Standard of Care

Forward-thinking, life sciences companies know the importance of quality marketing materials in increasing usage of their products and pharmaceuticals. Good healthcare copy establishes credibility and builds trust in your company and products.

If you have an exceptional medical product that can potentially change people’s lives, you need to get the word out. Choose a professional life sciences copywriter who can help you raise the standard of care and grow your business through powerful copy that’s informative, timely, fresh and persuasive.

Want impactful copy that drives sales?  Contact Susan Greene to discuss your project.

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