Copywriting Strategies for Marketing Your Healthcare Product or Service to Women
Women’s health has emerged as a dynamic, rapidly growing market. The breadth of products and services made especially to appeal to women is continually expanding. Unfortunately, so is the competition, making it harder to get visibility and generate new business.
A copywriter who understands women’s health can help you create marketing materials that stimulate interest, build your brand and attract customers.
Women’s health is a viable industry that can generate a substantial revenue stream. But to compete successfully, you must tailor your marketing to your clientele. Finding ways to stand out takes creativity.
In a crowded market, often your best marketing strategy is to focus on a specific niche. Then you’re not competing with every other generalist, and your customers know you’re among the best in your field because it’s one of your specialties.
Narrowly define what you offer. What’s that look like in real life?
Regardless of your particular specialty, you’ll find it easier to get noticed and gain prestige if you choose a niche, one for which you, or your product, are unique qualified.
Search engine optimization is critical to getting your website ranked high on Google. If you’re not on page 1 or 2, you’re unlikely to get any traffic to your site from search engines. And that’s a significant missed opportunity. But here’s what you should know about SEO…
In 2018 Google released a broad core algorithm update designed to improve the quality of its results. This wasn’t unusual. Google frequently updates its algorithm. But this particular one, now being called the “Google Medic Update” for reasons you’ll soon understand, has special importance for healthcare practices.
Many previously high-ranked medical and healthcare websites dropped significantly in the rankings. What’s clear is that Google wants healthcare-related websites to prove their trustworthiness. Medical information should come from reputable websites/healthcare practices, and the content should be created with a high level of expertise and authority.
If your women’s health website is used to sell health-based products or services, be sure to include plenty of relevant information that answer visitors’ questions and support the legitimacy of what you’re offering. Product reviews and discussions on your website or social media postings can also help to improve your credibility with Google.
As a provider of women’s healthcare, you have an opportunity that goes beyond the typical purveyor of products and services. You’re not just seeking to promote your business; you want to empower women, share important information and engage them in their own well-being. Right?
Fortunately, most women want to be educated about their health. They want to make informed decisions.
Use this opportunity to provide useful information – on your website, in your brochures, at your speaking engagements, or in whatever medium you choose to communicate. Your tone should be educational, not “salesy.” Your prospects will appreciate the knowledge you offer and look to you as a subject matter expert.
If you sell women’s health products, a copywriter can help you make customers aware that your items are top quality. Your message needs to be that what you offer is a good value and able to do what you claim.
Be honest. Instead of creating a campaign full of unrealistic promises and hype, simply explain why your products work
If you offer women’s health services, a copywriter can help you convey that you’re understanding, knowledgeable and compassionate. Explain how you value your customers and take their concerns seriously.
But what’s most important, for marketing both products and services in the women’s healthcare space, is to compose your copy so that it instills trust – trust in what you say and trust in your brand because people buy from businesses they trust.
Facts and figures are important but often not very memorable. They mean a lot to industry insiders but not to other. What works better, particularly with women, are stories and anecdotes that customers can relate to their own situation.
Stories are inspiring. They’re motivating. They build credibility. And they can be effective in helping women feel a connection with you.
A skilled copywriter can put your true stories into compelling words. Then she can use those stories to support the messaging for your products and services.
When you communicate honesty, common sense, and warmth through stories, and then back it up with your actions, you get loyal customers.
Don’t fall into the trap of making assumptions about women. Women today are diverse and multi-dimensional. They have wide-ranging interests. They’re executives, entrepreneurs, moms and caregivers.
Make sure any copy you write to promote your products or services doesn’t stereotype women or sound condescending. Don’t talk at women. Instead provide useful information and explain how you solve a problem.
Consider demographic differences such as age, education level and ethnicity. Rather than trying to be all things to all women, determine who you’re trying to reach. Then focus your message on that specific demographic to encourage engagement.
An experienced women’s health copywriter can help you promote products and services related to:
Whether it’s content for a website, brochure, direct mail, or press release, compelling copy crafted by a copywriter who understands women’s issues will help you attract and convert women prospects.