May 25, 2021
Writing about medical technology and healthcare can be tricky. Med Tech is… well… technical. Explaining how a new piece of medical equipment works or the latest procedures in cataract surgery, while certainly scintillating to a few of us, might have many readers checking out after a sentence or two. Many times (especially with a brand-spanking-new piece of medical device), the urge is to list all the fantastic technical details and specifications.
What the customer wants to know is what the device or procedure can do for them. Try these tips for pumping up your healthcare marketing writing.
Showcase the benefits . What impact will the medical device or healthcare service have? Is it going to save time or money? Does it provide for a quicker recovery? Is it more accurate, easier to operate, or multifunctional?
Help the customer to understand how it will impact their day-to-day life.
Cite examples and testimonials . People want to hear about other people’s experiences. There’s a reason we all jump down to the reviews before we purchase a product on Amazon.
Avoid jargon . When we’re in our MedTech bubble, it’s easy to forget that many people don’t speak the same language. When describing a new device or a new procedure, use language anyone can understand. However, here’s an important caveat: Remember to think how the consumer thinks. Sure, you may call it optical coherence tomography, but most people refer to it as OCT. Think about what your potential customer is going to type into a Google search.
Add these rules to your medical marketing writing, and with some practice, you'll be reaching customers on a whole new level. If you need an assist, we’re here to help . We’ve been writing healthcare marketing materials for decades! Send us an email, and we'll help you take your marketing to the next level!
But how exactly do you craft an impactful strategic narrative? Here are a few guidelines to help write a compelling story.
- Start with your audience in mind. Consider their perspective and what they care about. By knowing your audience and engaging them within their framework, you can reach them on an emotional level.
- Keep it concise and straightforward. Avoid jargon, be selective with content, and pare complex ideas down to their essence.
- Take the audience on a journey. Use headlines, subheads, and sidebars as road signs along the way to help keep everyone on the path.
- Use examples. Show how concepts work in the real world and apply to the reader.
- Learn from the Bard. Most plays come in three acts: the setup, the confrontation, and the resolution. You can use that structure to convey your story as well. Set the scene, introduce the challenge, and resolve the problem.