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 (or their healthcare providers) 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 pharmaceutical and life science / medical device products.
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 and proof. Physicians, and their patients, want facts.
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. Hyperbole and unproven healthcare claims don’t have a place in medical marketing.
An experienced healthcare 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.
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.
The U.S. medical device market is forecast to achieve a compound annual growth rate of 4.9% over the coming years, leading its value to top $200 billion in 2023, according to MedTechDive.
It is a robust segment, and the U.S. hosts some of the largest med-tech corporations in the world, many of which supply products globally. The exports of medical devices exceeded $43 billion for the American economy in 2018, noted by BrandonGaille.
Often referred to as the “medical technology industry,” it encompasses all instruments, devices, machines and apparatuses that aid in the prevention, diagnosis, or treatment of disease or illness.
With a large, aging population, the U.S. has a need for cost-effective medical devices, according to Emergo. It is already the largest medical device market in the world today with Americans representing approximately 43% of global sales. Those companies that rise up to meet this fast-growing demand, and do effective marketing of their healthcare products, are likely to have a bright future.
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.”
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.
Even though medical copy is more often meant for physicians than patients, it still needs to be easy to comprehend. The key to engaging the reader is to keep copy simple and interesting.
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:
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:
Today’s healthcare providers and their patients use multiple channels to get their information. You need to meet them where they are and provide information in the way they choose to digest it. To get your message the broad visibility it needs, you’ll want to use a variety of media.
Forward-thinking, life sciences companies know the importance of quality marketing materials in increasing usage of their medical devices and pharmaceuticals. Good healthcare copy establishes credibility and builds trust in your company, your brand and your products.
If you have a medical product that can potentially improve people’s lives, you need to get the word out. You want powerful copy that’s informative, fresh and persuasive.
Choose to enlist the services of a professional life sciences and medical device copywriter who can help you raise the standard of care and grow your business.